Wine.com by eVineyard boosts SKUs and personalization
Two months after launching a redesigned web site with a new name, Wine.com by eVineyard is boosting SKUs in the accessory department as well as adding gift personalization services, Brett Lauter, chief marketing officer and vice president of marketing and sales, tells InternetRetailer.com.
Next month, the wine seller plans to launch the sale of personalized wine bottles with hand-painted messages for anniversaries, birthdays or other occasions, says Lauter. “Regular consumers have not been able to get these done because they are hand-painted and are usually ordered in bulk by large corporations,” he says. But Wine.com by eVineyard has struck a deal with Etching Industries, an Indianapolis vendor who provides the hand-painted etching service, to allow consumers to buy one bottle for just under $50.
Wine.com by eVineyard also is adding five to 10 products a day to its wine accessory department, say Lauter. It ultimately will offer 800 SKUs, up from about 300 now, he says. One addition will be wine cellars, which consumers can buy in three sizes-42 bottles of wine, 60 bottles or 190 bottles. The company is adding that to attract the high-end wine enthusiast, says Lauter. “We had a lot of these additions planned in the past. Now we have stepped up the time frame for introducing them because of the Wine.com acquisition,” he says. “The old Wine.com site had a greater wine accessory department and their customers were used to that. We are now getting closer to what they had and we want to surpass it.”
Wine.com by eVineyard also is launching a comarketing program with gourmet
food retailer Harry & David to offer specialty gift baskets with wine through its web site. Harry & David’s parent company, Bear Creek Corp., is a major investor in Wine.com by eVineyard.
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