Enjoying a glass of wine at the end of the day is a great way to unwind and relax. However, in the last few years, the consumption of wine has decreased. That’s why retailers and brands need to find more creative ways to promote wine products in-store.
In this case study, we will focus on Concha y Toro's successful in-store marketing campaign. Let’s see how they’ve managed to increase their sales by 80% with an innovative brand activation. Before we deep dive into the campaign, let’s take a look at this category.
Enjoying a glass of win
In 2022, wine consumption worldwide was estimated to amount to 232 million hectoliters, down from 247 million hectoliters in 2017. There are various reasons for why wine consumption has decreased. The pandemic as well as the conflict in Ukraine has a negative impact on both wine production and consumption.
Wine is one of the oldest alcoholic beverages. It dates back to 6000 BC. Ever since then people have enjoyed this beverage and have combined it with sparkling water and fruit juices to create famous beverages like Spritz and Sangria.
To promote the products in stores and to raise awareness about its wine products, Concha y Toro decided to implement a shopper marketing campaign with Tokinomo Shelfobot.
Concha y Toro’s Objectives: Raise awareness and sales
Concha y Toro implemented this in-store marketing campaign with these objectives in mind:
- Raise brand awareness
- Engage shoppers at the point of sale
- Increase sales in-store
Innovative shopper marketing campaign
The campaign took place in the UK, in 5 Budgens stores. For 14 days, Tokinomo Shelfobot made Casillero Del Diablo wine the stars of the show.
Turning heads at the point of sale
As you might expect, a talking bottle of wine that moves is definitely going to amaze customers. Tokinomo Shelfobot helped Casillero de Diablo share more about its products with a few catchy messages.
Increased shopper engagement
Combining a great wine with innovative retail technology that makes the product talk is definitely a recipe for success. This campaign attracted the attention of shoppers in-store and managed to generate trial among customers.
80% increase in sales
In just 14 days of campaign, Concha y Toro managed to increase sales by 80% without cutting the price. With a creative in-store marketing solution like Tokinomo, brands can expect similar results.
What did Concha y Toro think about the campaign?
By using Shelfobot, Concha y Toro managed to achieve all of its objectives for this in-store marketing campaign:
- Increased brand awareness
- Generate trial among shoppers
- Lift sales by 80% in store
Want to promote your product? Choose Tokinomo Shelfobot!
Promote your products in a creative and innovative way, if you want to attract the attention of shoppers. Use Tokinomo for your next campaign in-store. Many well-known FMCG brands promoted their products with the help of Tokinomo and you can see more case studies here.
Your product can be the next showstopper!
Learn how Tokinomo can help you:
- Raise brand awareness
- Increase product visibility
- Increase shopper engagement
- Lift sales
- Acquire more customers
- Benefit from word-of-mouth marketing
