How are you getting through these long and lonely quarantine days? Some like chocolate, others are exercising from home. And many love indulging on a high-end glass of wine!
Maybe that’s why Naked Wines has been “largely unaffected” by coronavirus, as most governments have allowed such services to continue. In fact, the retailer said that due to increased demand, it is operating extended delivery times in all markets amid the pandemic.
The company has been prioritizing orders from its repeat and existing customers (who they call Angels) “due to reduced range in order and to enable worker separation and sustain warehouse throughput.”
Part of how the company actually operates is through over 100,000 voluntary “Angel” customers who act as investors.
Since most of the world has shut down, the wine retailer said that particularly in the US, it has seen an increase in demand and predicts revenue in FY2020 will be over £200 million.
Just a few days ago, the company also stated that it has “adequate stock availability with additional wine moving through the supply chain.” So, get ready to start sipping!
An Insider Reviews team member wrote that “I discovered Nakedwines.com through a suspiciously generous $100-off voucher, and I’m glad that I tried it – the wines are surprisingly good, and the company uses an interesting model to support small winemakers.”
Adding that “If you use Naked as a casual wine drinker, you’ll discover great and affordable wines (even if you don’t take advantage of the $100 off coupon) through an interesting system that makes you feel more involved than just ordering another case of wine online.”
Which is a very effective way to nurture loyalty among customers.
Social Networks: Naked Wines Engaging With its Community Just Right (in a Crisis)
The wine retailer has been reaching out to its customer base since the beginning of the pandemic.
It has found the exact vibe to connect with them on each channel too:
1. Facebook – 70.5k+ Likes
What’s the perfect way to entertain wine-lovers? Host a virtual happy hour where everyone brings their own wine. Their #thirstythursday Zoom session took place with a world-famous winemaker who described interesting facts about wine harvesting.
Such creativity in communications ensures the brand will be remembered positively by its customers, once we’re all back to normal.
Winemakers and members had the chance to interact with one another in an intimate online setting while all the chaos outdoors continued – thus strengthening emotional connections with the brand. Check it out here.
Stay tuned for their next virtual wine tasting show, with French and Spanish winemakers as guests.
2. Twitter – 42.5K Followers
The perfect way to emotionally connect with your customers on a holiday, in a crisis. Take notes.
#HappyEaster Angels🐥🐰
We know a lot of you will spend the Easter Bank Holiday at home and away from your loved ones 💙😢 pic.twitter.com/EQ9KZpHDec
— Naked Wines UK (@NakedWines) April 10, 2020
3. Instagram – 19.7k followers
Similar in a way to Lowe’s #BuildThanks challenge, Naked Wines shows their appreciation for key workers in their Nominate a Hero campaign:
Naked Wines has taken it a step further with their Nominate a Hero giveaway which includes a personalized message from the deserving key worker’s favorite winemaker or 6 bottles of wine to be delivered to their doorstep.
Indulging responsibly in alcohol is an understandable human compulsion, amid the ongoing coronavirus pandemic, said Dr. Danesh Alam from Northwestern Medicine Healthcare.
“Human nature is where we see certain triggers increase addiction or other behaviors,” he added. “The current environment just creates an opportunity for us to resort to that (behavior) and become victims.”
We hope you sip these words carefully.