Naked Wines AU Kills PR Agency Spend - Sees Record Year of Growth
Online retailer invests in customer experience rather than media and watches growth numbers soar.
Sydney, Australia, May 22, 2017 (Newswire.com) - Naked Wines Australia the online wine retailer who supports independent winemakers with its revolutionary crowd-funding model has reported a record year of growth despite cutting all spending on PR. Rather, the company focused on investing in the customer experience citing better quality wine and new technology to connect winemakers and wine drinkers.
Greg Banbury, AU Managing Director said, “We decided early last year to put all our efforts into creating a world-class wine experience for our customers, which meant cutting our spend on PR. The results have been staggering, we had little to no press coverage and saw a record year of growth. Our customers are spreading the word for us!”
Last year the company funded its 40th winemaker, with over 60,000 Australian wine drinkers now on board. Customers sign up to become “Angel” investors, committing $40 a month towards their next order unlocking better pricing and helping to support independent winemakers. But the clever model alone isn’t enough to drive the viral growth.
Banbury continued, “Whilst our model is innovative and certainly helps both winemaker and wine drinker it’s not enough to get people talking, that’s the job of the wine. On top of our growth figures, we’ve seen wine ratings from our Angels hit record highs - these are real people with real tastes and not stuffy wine critics.”
The company will continue to focus on funding more winemakers in 2017 and doesn’t see a back-flip on the media spend anytime soon. “Whilst it’s nice for the team to see us in the paper, the reality is that the magic happens when you invest in the product and the customer experience,” Banbury concluded.
Greg Banbury, AU Managing Director
Source: Naked Wines Australia