Rakuten Marketing drives unprecedented voucher redemption for Cellarmasters

“Rakuten Marketing has been an essential partner in assisting us in achieving our revenue and customer acquisition goals through its affiliate network.
The affiliate channel plays a big role in our digital advertising strategy, going from an incremental source of sales to one of our top performing channels.
Rakuten’s technology and expertise enable us to keep helping more and more customers master their wine journeys.”
– Sinar Lopes, Digital Advertising Manager,
Cellarmasters

Brand Overview:
At Cellarmasters, they believe life is for living and wine is for sharing – today, tonight, any night. Providing exceptional wines at an extraordinary price since 1982, Cellarmasters have more than 300,000 customers across Australia, enjoying over 900 wines.

Marketing Objective:
Cellarmasters were looking to amplify their Christmas 2017 campaign. They tasked Rakuten Marketing with delivering high-quality traffic to their website to drive revenue, customer acquisition and move premium priced products. 

Strategy:
After running several campaigns with Rakuten Marketing throughout the year, Cellarmasters and the Rakuten team drew on learnings that flexible promotions where customers were given more choice with purchasing options drove strong results.

The team created a unique campaign where the customer could purchase a voucher with a predefined value, and a minimum spend that could be used site-wide. The voucher had to be redeemed within a limited time-frame, to drive urgency before the Christmas delivery cut-off date.

Cellarmasters and Rakuten Marketing identified Groupon as the perfect publisher partner to execute this campaign, due to their reach and engaged customer base. Groupon sold the voucher via their own channels (web, email, app, social etc.) and with the Rakuten team carefully monitored prominence on site, voucher sales and redemptions.

Results:
The campaign produced overwhelming results for Cellarmasters.  Voucher redemption response rates were unprecedented, with 81% of the purchased vouchers being redeemed. Further results for Cellarmasters include:

  • Revenue exceeded forecasts by 73%
  • Over 6,000 orders were placed via the campaign, 20% of which were made in the first three days
  • Close to 10,000 units were sold
  • Over 1,700 new customers acquired (over 28% of campaign orders were new customer orders)

By leveraging Groupon’s reach, and offering consumers a unique and structured voucher, Rakuten and Cellarmasters were able to meet their marketing and campaign objectives of driving revenue, new customer acquisition and moving premium priced products.

To find out how Rakuten Marketing can drive sales for your brand visit rakutenmarketing.com and speak to an expert today.