The major initiative the team pursued was bringing all of the Fogarty Wine Group brands into a truly unified online experience. Each brand would have its own unique URL and website, but users would be able to navigate between the various sites without leaving the Fogarty Wine Group umbrella site. Consumers would be able to shop for wine by browsing the wines of an individual brand or by viewing all the brands together.
The goal, Cam says, was to gently introduce fans of certain Fogarty brands to its other brands, while respecting the fact that they very likely already have a strong affinity for a particular wine. “This way, we keep everyone as one community,” he explains.
The new site allows Fogarty to track user behavior and offer incentives based on their choices—and this is where Elkfox’s expertise with Shopify and Mailchimp came in handy. “The commerce and marketing components were all created through integrations we built to fit and add to what Shopify and Mailchimp already do so well together,” Cam says.
Elkfox used Shopify to streamline and improve the user experience for wine buyers and integrated the store with Mailchimp to allow for powerful e-commerce tracking. Now, Fogarty Wine Group can segment and target customers based on their past purchasing behavior—a tool that Cam says is a game-changer for the company. “Mailchimp’s segmenting and targeting tools based on buying behavior are very valuable, and often overlooked,” he says.
Using the dynamic duo of Shopify and Mailchimp, Elkfox created a loyalty component of the website with the aim of extending, and enhancing, the consumer experience. The loyalty program not only rewards loyal customers, but it also encourages them, in a respectful way, to try other Fogarty wine brands that they may not have otherwise considered.
Last but not least, Gould and his team put together a robust and thoughtfully segmented email marketing program to keep Fogarty in close contact with its customers. “We’re using Mailchimp to automatically tag customers based on their buying behaviors, and then we create segments to communicate with them in a way that is personal and relevant to things they actually care about.”
Nearly 3 years since the start of the engagement, you might say the Elkfox-Fogarty relationship has aged like, well, a fine wine. “The process took a while, because it was so carefully considered on both sides,” Gould says. “But the response from customers has been overwhelmingly positive. Fogarty has very much broadened their market reach and contact base. This new way of doing business has allowed them to connect with customers and build relationships in a way that they never could before.”