Mobile wine app Hello Vino partners with MundoVino, importer of wines from South America, Spain and Portugal
SAN FRANCISCO, Calif. – June 1, 2016 — Hello Vino, the leading mobile app among U.S. consumers for wine recommendations, and MundoVino, a member of The Winebow Group, have partnered in a mobile marketing program to educate and engage consumers seeking assistance with their wine purchases. MundoVino is a leading U.S. importer of wines from Argentina, Chile, Spain and Portugal.
As part of the partnership, Hello Vino will promote MundoVino’s Root: 1 wine brand from Chile to its mobile app users through a prominent “takeover” sponsorship and product placement at the top of wine recommendation lists. The Hello Vino app recommends specific Root: 1 wines to consumers according to buying occasions such as meals and gift-giving, in alignment with in-store POS displays and retail programming. Other features include automated push notifications and location-based services (LBS) with interactive maps directing shoppers to nearby retailers where Root: 1 wines can be purchased.
“We are thrilled to partner with Hello Vino on this innovative mobile app program to help wine buyers find Root: 1,” remarks Michael Friedrich, Director of Marketing at MundoVino. “Since wines themselves have unique personalities, it is important for us to utilize an interactive tool like Hello Vino so that we can connect directly with the Root: 1 consumer.”
In addition to assisting with wine purchases, behavioral data collected by the Hello Vino app identifies trends in wine consumers’ preferences and buying occasions. The data is leveraged for new product development, enhancements to shopper marketing programs and delivering insights to retail partners. Location and demographic data allows for further segmentation.
Programs conducted through Hello Vino’s popular wine recommendation app and its installed base of more than 2 million users result in 29.4% of engaged consumers proceeding with the purchase of 2.4 bottles on average of the promoted brands. Post-campaign analysis indicates 88.3% of consumers will purchase the promoted wines again within six months.
Hello Vino’s marketing program with Root: 1 runs from May 1, 2016 through June 30, 2016 in the New York, New Jersey, Pennsylvania, Massachusetts, New Hampshire, Connecticut, Rhode Island and Vermont markets. Featured Root: 1 wines include the Cabernet Sauvignon, Heritage Blend, Sauvignon Blanc, Carmenere and Pinot Noir.
For an overview of the Hello Vino program with MundoVino, visit: http://hellovino.com/mundovino