Turning to e-commerce for wine and spirits.

About

Wally’s is a fine wine, spirits, and gourmet food company based in California. They have two restaurants in LA that feature a curated wine store and tables for dining. Wally’s targets wealthy individuals looking for rare, hard-to-find wines to add to their wine collection, but offers wines at all price points for all wine drinkers.

Challenge

Wally’s sees most of their business from their LA restaurant locations, with just a small percentage coming from e-commerce. Due to COVID-19, the restaurant locations had to shut down. Wally’s needed a new way to reach their audience.

Solution

Our team identified expansion opportunities by analyzing the shift in product mix for spirits and combing through the search queries from the upper funnel Dynamic Search campaigns. As the first branded touchpoint for new customers is creative, we ensured that the brand tone helped to recreate the Wally’s experience for new at-home buyers. We further tapped into upper funnel product-level search queries with a focused audience and geotargeting strategy. After ads for “Free Ground Shipping” were launched within campaigns, searches and sales increased. With free nationwide shipping language, Wally’s site saw a significant jump in orders from distant states on the East Coast. NetElixir overcame limited audience targeting opportunities with focused income-based targeting and adding new in-market audiences on non-brand search campaigns. Overall, NetElixir profitably expanded search market share for Wally’s Wine.