Sometimes organizations get stuck. In this case, for a number of years the wine and beer section of the PCC website and email templates were stale and lacked clear information. The wine descriptions were mainly a collection of lengthly poetic descriptions. There was no reason for a customer to look into useful advice. However, the curator of the wine and beer department was talented at selecting a popular and high-quality selection.
How to provide the customer a quick and useful guide to the quality wine and beer inventory? Also, the template needs to communicate efficiently for mobile-based browsing.
Informal questions via Facebook, survey, group brainstorming, A/B tests in Salesforce ExactTarget email tool.
New Stuff and Getting Rid of the Old Stuff
Here is a section of the new wine & beer newsletter. A clear image is visible. The name, location of the company providing the beverage, price, and call to action all contribute to a more sleek and informative communication. The entire template is also mobile-friendly.
Here is the old email design - lots of prose, little to no visual information. A wall of words for a product that is tasty, social, and delightful.
- The process revealed the importance of a few key points. People want to know the story behind the booze - where it’s from, the history of the vineyard, why they should care.
- Most people want to know that they’re getting delicious wine, and only need to broadly know details about how it tastes. A short set of 3-4 key word descriptors are what’s desired for tasting notes.
- The cost of a bottle of wine or 6-pack of beer is always a factor in the customer’s decision-making process. Never bury the cost.