Virgin Wines - Online Marketing Masterclasses 2004

Shiona McDougall of Virgin Wine's presentation at Econsultancy's 2004 Online Marketing Masterclasses. Shiona McDougall, Marketing Director at Virgin Wines, explains in this 26-slide presentation how they go about engaging and retaining their customers by using technology to help "bring back the personal touch and good old fashioned service to wine retail." Shiona argues that Data, Creativity and Trust are the 3 cornerstones required for successful, personalised, relationship marketing online. Her presentation details how Virgines Wines go about collecting data, both explicit and implicit, and how they then use this data. There are case studies on personalisation, e-mail marketing (including "The most successful email ever sent by Virgin Wines"), creativity, multi-channel marketing. Virgin Wines have sold 10m bottles of wine in 4 years from a standing start so they must know something...

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