Background

Kendall-Jackson wines are known throughout the world, but Jackson Wine Estates (a collection of numerous labels) was looking for a way to attract new customers and mature them into high-end wine drinkers with brand loyalty for their specific labels. The challenge they faced was a serious one. How could they engage wine consumers in a way that they could capture enough information to begin to genuinely understand them and grow them as consumers. Their visionary marketing team hit upon an idea. Wine geeks have one thing in common, a fascination with wine and a hunger for knowledge about it. In fact, many desire an affirmation that they are (or had the potential to become) wine aficionados. This knowledge sparked the idea for an online wine IQ test as a gateway to their CRM efforts, and Jackson Wine estates asked Destination Analysts for help in implementing this vision.

Solution

Destination Analysts developed a plan to create The Ultimate Wine IQ Test. This online “test,” really a customer acquisition tool is promoted widely on wine-related websites and through keyword advertisements to attract the attention of wine enthusiasts and draw them into a fun game-like environment where they can answer wine knowledge questions. Users learn their wine IQ score is after taking the test. The clever part of Destination Analysts design is a section in the test asking about a person’s wine personality. This set of questions gathers information designed to categorize the type of wine drinker taking the test. What are their preferences, how sophisticated are they and how important is wine to their lifestyle. This detailed consumer knowledge is the basis for the companies current and upcoming CRM efforts.

Results

The combination of Jackson Wine Estates vision and Destination Analysts technical know how and expertise in survey methods and web design has left the wine merchant with an extremely powerful and previously unthinkable tool for gathering and segmenting customers for their marketing efforts. Hundreds on new members take the test each month, with many inviting their friends to join them and test their wine knowledge.