The store that talks to you. goodwine
New goodwine loyalty program branding
Previously, goodwine had a standard loyalty program: customers were given personalized cards with a fixed discount on alcohol. Over the past 10 years, the number of customers has increased, but the number of cards has not - they were simply handed over from one to another, or people called the cardholder's name at the checkout and received a discount. Thus, one card was used by the whole family, friends, friends of friends, and half of the colleagues. goodwine recognized this as a problem
The store did not know its regulars
Due to the passing of cards, it was impossible to find out what products regular customers like, what offers are truly beneficial for them, and what they would like to buy more often. goodwine didn't know the main thing - its customers’ habits. Therefore, the store could not invite customers to potentially interesting tastings and festivals, inform them about new arrivals and promotions for their favorite products.
To change this, they decided to completely rethink their system, find out the true preferences of customers and offer more than just discounts.
goodwine now has a new loyalty program
The new loyalty program applies not only to alcohol but to all products: meat, coffee, olives, goat cheese, the Home section accessories, and the flower department.
And also, all offers in it are now personal - for those products that customers love and buy more often. First, you need to select your favorite products when setting up the program, and then personal offers are formed based on the purchase history and are updated every 1-2 weeks. Passing cards and using the program by name does not work anymore. But with maximum personalization, customers can buy more profitably what they actually love.
There are no
We created a huge pattern in our style for the cards. And then programmed a generator that broke the pattern into many non-repeating fragments. Therefore, there are no two identical cards - each client has their own unique design.
Branding of a new loyalty program is about the place where you constantly come and where everything is familiar. When you are a goodwine regular, you know Alik from the meat department and Pasha from the Yellow Place café. They know you came for veal and espresso. People are the main value of goodwine. So who else had to explain how the new loyalty program works.
Habits are beneficial
Thanks to the simplicity and positiveness of the new visual style, the store seemed to start "talking" to customers. goodwine has become more atmospheric and comfortable, and with the new loyalty program, it has become even more beneficial. With goodwine, habits are beneficial.
Marketing Director – Mariia Oliinyk
Marketing Manager – Iryna Tokarchuk
Creative Director – Pavlo Vrzheshch
Head of Art – Yegor Petrov
Strategy Director – Yaroslav Serdiuk
Art Director – Illia Anufriienko
Copywriter – Roman Gurbanov
Chief Designer – Anton Ivanov
Senior Designer – Iurii Rusovskii
Illustrator – Iurii Rusovskii
Illustrator – Ievgen Velychev
Illustrator – Khrystyna Ika
Senior Account Manager – Zhenia Dvoretska
Junior Account Manager – Iryna Pikalova
Director – Yegor Petrov
DoP – Nikita Kuzmenko
Executive Producer – Shevchuk Tanya
Producer – Grigorash Nastya
Post-production supervisor – Shmotolokha Irina
CG animation – CapsulaFX
Editor – Legostaev Aleksandr
Color correction – Andrey Borovkov
Sound design – Art post studio