The office supplies retailer say it sacrificed some sales to improve online profitability. It also redesigned its business-facing e-commerce site, StaplesAdvantage.com.
Building on its premise that the more consumers know about wine the better, Wine.com has launched a community site designed to generate traffic as wine enthusiasts share information on their personal preferences.
Building on its premise that the more consumers know about wine the better, Wine.com has launched a community site designed to generate traffic as wine enthusiasts share information on their personal preferences. “The web is going social, and wine is a social category, so if you’re Wine.com you better have social community features,” says CEO Rich Bergsund.
Wine.com, No. 199 in the Internet Retailer Top 500 Guide, added a home page link to the community site earlier this month. Though still identified as being in a beta test mode, the community already has nearly 600 members, who join by signing on with their e-mail address and a password. Members can create personal profiles, including personal photos and descriptions of the wine they enjoy separately or with meals.
“The idea is to get this community working for us,” Bergsund says. “This will help shoppers find other fruity Cabernets. Most people have a friend who’s their designated wine geek, and if they find a geek in this community they can bookmark that person.”
The community site is starting out with features such as wish lists, “send to a friend” e-mails of wine reviews and selections, and the personal wine lists of community members. While checking out a member’s wine list, shoppers can click to buy any of the listed wines available on Wine.com.
The community site will expand with features as Wine.com identifies how shoppers want to use it, Bergsund says. The site currently lists several features under consideration and for which members can vote, including the abilities to let members create their own wine blogs and to establish wine-buying clubs based on personal wine lists.
“We’ll see how people use the community,” Bergsund says. “We don’t even know yet what the opportunities are. It’s possible we could even offer commissions on community-driven sales.”