Wine retailer Laithwaite’s is shaking up the traditional approach to marketing by focusing on experimentation and effectiveness. The company’s marketing director, Paul Snoxell, believes that taking risks and trying new strategies is essential for staying ahead in the competitive retail landscape. By constantly testing and learning from different tactics, Laithwaite’s is able to adapt quickly and drive results.
One example of this experimental mindset is the retailer’s recent campaign around English wine. Laithwaite’s decided to take a gamble on this lesser-known category by launching a promotion that offered customers a money-back guarantee if they didn’t enjoy the English wines they purchased. The campaign was a success, with a high redemption rate and positive feedback from customers. Snoxell emphasizes the importance of measuring success not just in terms of immediate sales, but also in terms of brand perception and customer satisfaction.
In addition to trying new marketing approaches, Laithwaite’s also invests heavily in customer research and data analysis. The company collects a wealth of information about its customers, including their preferences, shopping habits, and feedback on products. This data-driven approach allows Laithwaite’s to target its marketing efforts more effectively and tailor its offerings to meet customer needs.
Snoxell stresses the importance of keeping an eye on the competitive landscape and being willing to adapt to changing market conditions. By staying agile and responsive, Laithwaite’s is able to stay one step ahead of the competition and continue to grow its market share. The retailer is also focused on building long-term relationships with its customers, rather than just focusing on short-term sales.
One key aspect of Laithwaite’s marketing strategy is its emphasis on storytelling. The company believes that by telling engaging stories about its products and producers, it can create a stronger emotional connection with customers. This approach has been successful in helping to differentiate Laithwaite’s from its competitors and build brand loyalty.
Laithwaite’s is also committed to using a mix of traditional and digital marketing channels to reach customers. The company invests in TV and radio advertising, as well as online and social media campaigns. By taking a multi-channel approach, Laithwaite’s is able to reach customers at every touchpoint and create a seamless shopping experience.
Overall, Laithwaite’s commitment to experimentation and effectiveness is paying off. The retailer’s willingness to take risks and try new strategies has helped it stay ahead in a rapidly changing market. By focusing on customer research, data analysis, storytelling, and a multi-channel marketing approach, Laithwaite’s is able to engage customers and drive sales. Snoxell’s advice to other marketers is simple: don’t be afraid to try new things and learn from your failures. In the ever-evolving world of retail, adaptability is key to success.
