The wine and spirits retailer continues to provide an enhanced e-commerce experience to customers in a changing landscape.
SAN FRANCISCO, CA, January 25, 2021 – Gary’s Wine & Marketplace, one of the largest wine retailers in the New York metropolitan area with four locations in New Jersey and a recent expansion in Napa, has introduced the Gary’s Plus membership program, an annual membership that offers unlimited free nationwide and local shipping as well as exclusive member discounts to meet the growing demand for online shopping.
By 2020, online sales on garyswine.com and our mobile app were up 350% year-over-year. More than 35,000 users have downloaded the application from Gary’s Mobile Marketplace, says Gary Fish, owner of Gary’s Wine & Marketplace. We are a family business since 1987. Yet we can compete on the national stage because we have a wide selection, low prices, first-class customer service and operational excellence.
To meet the growing needs of online business customers, Gary’s Plus membership provides access to unlimited free shipping on all orders for $48.99 per year or free local shipping for $19.99. In addition, program members receive 15% off online purchases of 6 or more wines from Gary’s Direct, as well as discounts on virtual wine classes led by one of their wine experts.
The program is designed to reward Gary’s loyal customers and increase the frequency of purchases. Online buyers make an average of 3 purchases per year on the Gary’s Wine website or mobile app. Increasing purchase frequency by just a few percentage points would result in a significant increase in our overall sales, said Mike Fish, Director of Innovation at Gary’s Wine & Marketplace.
E-drink trade in the US grew to 10 in three months at the start of the pandemic and Gary felt the immediate impact. According to Gary’s, 35% of total sales in 2020 were made online, compared to 12% in 2019. In addition, customers placed 46,193 orders for local delivery and 65,488 orders for online roadside delivery in 2020. Mobile is driving this growth, with 56% of online orders coming from the Gary’s Wine mobile app.
Highlights from the past year tell the story of how Gary’s Wine & Marketplace continues to engage with its online customers:
- In August 2020, Gary introduced live chat, inviting customers to chat with a wine expert while shopping online. Guests accepted the offer and participated in over 12,000 live chat sessions in the 5 months following the launch of the program.
- In July 2020, Gary introduced five new wine club offerings, perfect for all guests, from newcomers to seasoned wine drinkers.
- In April 2020, Gary launched Virtual Wine Tasting, a white glove service that offers groups a unique, personalized tasting experience. As a result of these efforts, Gary has facilitated over 600 private events in 2020, organized by a team of wine experts and attended by 10 to 300 people each. This is another change in promoting digital engagement and e-commerce. 64% of wineries have conducted at least one virtual tasting since March.
According to SRI, these new initiatives are a natural transition in the changing retail landscape and the growth of e-commerce, which is expected to grow by 42% to $24 billion across ten major global markets by 2020.
About Gary’s Wine and Market
Gary’s Wine & Marketplace began in 1987 as a small liquor store in Madison, NJ, and has grown into one of the largest wine stores in the New York metropolitan area, with four stores in Northern New Jersey and a fifth store in Napa Valley, CA. Gary’s team of wine experts makes him the partner of choice for large corporations for custom events, including virtual tastings and corporate gifts. The commitment to friendly and attentive service from a team of wine experts and numerous wine and food events for the public, sets Gary’s apart from other wine shops.
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