HALL Wines Caters to Discerning Buyers With Social Proof
HALL Wines is a storied winery that also runs several online wine retail sites including hallwines.com, waltwines.com and bacawines.com. The HALL Wines team works hard to provide a highly personalized experience for their online customers, who tend to be very discerning wine buyers.
HALL Wines used Monetate Social Proof to test the delivery of targeted messaging to their customers and wine club members. With Social Proof, HALL Wines alerted shoppers to in-demand wines and wines that were about to sell out, resulting in a sense of urgency that increased engagement. The team also combined Social Proof with Dynamic Testing, another Monetate component, to learn more about which messages worked best across their different sites.
Success with Strategy
Monetate All-In-One Action
- Created a sense of FOMO about getting the best wines by using social proof to alert visitors as to which wines were selling quickly or were at risk of selling out.
- Dynamic Testing was leveraged to learn which messaging worked best across the different brand sites, across web and mobile.
- Built-in Analytics in the Monetate platform helped HALL Wines monitor results and to gather insights from the same UI as its testing program.
- Personalized product marketing to the right people to drive more conversions while keeping customers engaged, knowing that new wines would be available after sell out.
Because promotions and discounts can only be used sparingly in the luxury space, having a tool that highlights the scarcity of product, like Social Proof, proved to be exciting and extremely useful for the company.
Highlight Product Scarcity in the Luxury Space
We built social proof experiences to increase a sense of FOMO, resulting in:
on the HALL Wines website
on the WALT Wines sister website
on mobile
Implemented Social Proof to share which wines were selling quickly
Wine aficionados often have a sense of FOMO about getting the best wines, and Social Proof proved to be the perfect tool to help customers secure their favorite wines before they were gone.
HALL Wines also leveraged Dynamic Testing to learn which messaging worked best across their different brand sites, and across web and mobile. Being able to dynamically test social proof messaging proved to be a valuable way to quickly learn and adapt to highly discerning customer behavior.
“With Social Proof, we were able to notify our customers when their favorite wines are selling out. We can only produce a limited amount of our wine every vintage, so being able to highlight the scarcity of our product increased velocity. Social Proof and other Monetate capabilities are so flexible, we were able to easily set up our own tests and expand to our other sites.”
MIKE HODGSON,
Director of eCommerce, HALL Wines
On the HALL account, we have two text variants running against a control. One is driving 50% higher ATC and the other is driving 55%. These are such amazing numbers. Our test on the WALT brand has seen even higher numbers, 68% on one variant and 83% on the other. We’re quite happy with the results.
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