The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
eVineyard re-launches as wine.com and re-creates the look of wine.com, which eVineyard bought in April.
One of the best known Internet retailing names was resurrected today as Portland, OR-based eVineyard Inc. re-launched its web site and officially adopted the wine.com brand name. It also is recreating the wine.com look and feel. EVineyard bought wine.com in April.
"Wine.com is definitely the foremost name online," said Brett E. Lauter, vice president and chief marketing officer of eVineyard. "Research shows that people use it automatically whether they`ve visited the site or not. The site is now titled `wine.com by eVineyard` and the wine.com address is the major gateway to all of our services: wine sales, wine accessories and wine information."
The company will use its eVineyard.com and WineShopper.com domain names to route traffic to its new website.
EVineyard has been growing at a rate of 150% per quarter and acquired 200,000 new customers from the purchase of wine.com assets.
Along with the rebranding to wine.com eVineyard added new wine articles under the title "Field Blend" by wine authority Jim Gordon, new wine tasting charts, a section for wine books, an expanded selection of wine accessories and a wider variety of wine clubs.
"We`ve always had a technically strong, content-rich site, and with the full integration of wine.com, we are much stronger," said Lauter. "Now we`re focused on expanding the goods and services we offer our customers. We aim to offer the same type of personal service as the wine shop down the street, with even greater convenience and a much larger selection of wines."
With ten logistic centers, eVineyard sells premium wines to each of the country`s top 10 wine markets, reaching over 75% of the United States market for off-premise premium wine sales.