The Art of the Upsell: How We Came Up With The Recipe To Increase The Bar’s Online Sales
Limited Direct-to-Consumer (DTC) Engagement
Delayed Customer Re-engagement
Underutilized Unique Selling Points
Generic Marketing Approaches
Inadequate Use of Analytics
The Bar is part of the distinguished Diageo family—owners of celebrated brands such as Don Julio and Johnnie Walker. Offering a unique online selection of spirits, cocktail kits, and custom engraving services, The Bar enhances the consumer experience beyond the traditional liquor store visit. In our partnership with them, we focused on overcoming the challenges of online spirits shopping and optimizing The Bar's digital strategy to improve customer engagement and retention.
The primary hurdle for The Bar was to increase the repeat purchase rate in an industry where consumers typically prefer buying alcohol in-person due to convenience and tradition. This challenge was compounded by the need to make these repeat purchases happen sooner and more frequently, against the backdrop of a highly competitive market where digital presence is still growing.
So we identified key areas of focus:
Addressing these things required a strategic overhaul of the existing marketing approaches to foster a quicker and stronger connection with first-time buyers and encourage them to become repeat customers.
We identified the need to reduce the time between first and second purchases to boost repeat business rates significantly. Instead of the typical 30-day wait to re-engage customers, we introduced a strategic change that proved pivotal.
Just 7 days after a first purchase, customers now receive a special promotional offer. This change was designed to maintain momentum and interest, potentially engaging customers even before their initial order had arrived.
We implemented a unique discount of $15.98 for the first re-purchase. This specific amount was chosen based on our analysis of the promotional responsiveness of our audience, ensuring it was attractive yet sustainable for the business model.
Initially rolled out to first-time purchasers only, this strategy quickly showed signs of success, prompting plans to expand it further. Early data showed a promising increase in repeat purchase rates (RPR), jumping to 6% in the last 30 days—a significant improvement from the previous quarter.
Leveraging data-driven insights, we optimized the timing and personalization of our outreach efforts. The goal was to make each communication feel timely and relevant, increasing the likelihood of conversion.
Continuous testing and refinement of the promotional offers allowed us to understand better what resonates with our customers. This approach ensured that each iteration was more targeted and effective than the last.
We reduced the re-engagement timeline from 30 days to just 7 days post-purchase with a targeted promotional offer, encouraging quicker repeat purchases.
Leveraged data insights to tailor promotions and communications, focusing on personalization that aligns with customer preferences and buying behavior.
Strategically highlighted unique offerings like custom engraving and cocktail kits through targeted marketing campaigns, enhancing the perceived value and distinctiveness of The Bar’s online presence.
Introduced a new promotional discount of $15.98 for the first re-purchase to test the responsiveness of customers to different price points and offers.
Implemented advanced analytics to continuously monitor customer behavior and campaign performance, allowing for agile adjustments and improved targeting strategies.
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