Naked Wines is a wine retailer like no other. Its 150,000 plus customers, whom it describes as Angels, actually invest in independent winemakers around the world in return for exclusive wines at wholesale prices. It is not the place for customers looking for well-known brands or three for two deals.
But Naked Wines is also about telling the stories of the winemakers and sharing the experiences and reviews of its customers. Describing itself as a 2.0 business, Naked Wines has used the power of social media and the web to drive the direction and success of its brand, while its website continually captures qualitative and quantitative information about its customers.
When it came to refreshing its website last November, Naked Wines drew on the information provided by customers, such as data on what they bought and how often, how they navigated through the site and the sort of requests they would make on their wishlists.
The new homepage now focuses on what makes Naked Wines different. Caution: Naked Wines is not for everyone, it warns. Find out if it’s for you. The 43 second ‘either’ ‘or’ quiz, which asks questions such as ‘Would you rather eat a home cooked feast or readymade meal?’ sets the tone from the outset, and establishes the brand’s unique selling points.
The new site feeds individual recommendations, based on what existing customers have previously bought and rated, to produce tailored home pages that match their tastes. It even tells them what wines they won’t enjoy. But there is also the option for customers to personalise their home pages further, to display the types of wines and winemaker profiles they prefer. Customers can also interact with winemakers via Facebook-style discussion groups.
Within six months of the launch of the new site and personalised home pages, Naked Wines experienced a 59 per cent increase in wines added to baskets year-on-year equating to more than £250,000 in revenue. There has been an 11 per cent reduction in bounce rates and customers are looking at 30 per cent more pages in every session, while their average spend per bottle has risen seven per cent.
‘This entry tore up the rule book and made an online store really interesting,’ said the judges. ‘The website is very engaging with entertaining social elements.’