Gary's Wine
& Marketplace
Amidst COVID -19, Gary's Wine & Marketplace, a well-respected wine retailer with a rich 37-year history, sought to amplify its digital presence and drive sales in an increasingly competitive market.
Services
Branding & Marketing Design
Client
Gary's Wine & Marketplace
Year
2021-23
Website
350+
Online Growth
35,000+
App Downloads
$53 million
revenue in 2023
Challenge
What is the current brand perception among customers and within the industry? Is it desired by us?
How do we differentiate from our competition meaningfully?
What is our message to our target audience? Is it clear and memorable?
How do we measure our success?
These were the questions that guided us across the development of our branding, digital products and our presence on our social platforms.The company aimed to bridge the gap between its physical stores and the online world, particularly in the wake of the COVID-19 pandemic which accelerated the shift towards e-commerce.
As a Communication Designer with a strong foundation in design thinking and a comprehensive understanding of marketing, UI/UX, and branding, I was entrusted with spearheading Gary’s digital transformation.
Key Challenges
Website Relaunch & E-commerce Optimization: Resulted in a remarkable 350% increase in online sales
Collaborated closely with the team to revamp the website’s UI/UX, focusing on creating a user-friendly, visually appealing, and seamless online shopping experience.
This strategic overhaul resulted in a remarkable 350% increase in online sales, significantly contributing to the company’s overall revenue growth. The success of the website relaunch positioned Gary’s Wine & Marketplace as a strong competitor against major online wine retailers.
... 350% increase in online sales following the website relaunch, coupled with other initiatives, contributed to the company's annual revenue reaching $53 million in 2023.
The company’s mobile app accounted for 56% of online orders, highlighting the importance of mobile commerce in their strategy.
Designed UI/UX for the app that garnered over 35,000 downloads
Designed and developed a user-centric mobile app, prioritizing ease of use and intuitive navigation.
The app garnered over 35,000 downloads, providing customers with a convenient way to browse and purchase wines on the go.
SMS CAMPAIGN
A key challenge was catering to a diverse customer base, including less tech-savvy individuals who might find navigating online platforms difficult.
Identified the need to cater to less tech-savvy customers and implemented an innovative SMS campaign for simplified wine ordering.
This initiative saw rapid adoption, with 10,000 subscribers within the first month,demonstrating a commitment to accessibility and customer satisfaction.
Challenge
Crafted and executed over 800 personalized email campaigns,
Crafted and executed over 800 personalized email campaigns, strategically targeting different customer segments and driving engagement.
These campaigns played a crucial role in increasing website traffic, nurturing leads, and ultimately boosting sales.
Leveraged art direction and identity skills to create compelling brand experiences and campaigns.
The company has been recognized by national and international media, including Fox Business News, CNN, CNBC, The New York Times, Market Watch, New Jersey Monthly magazine, The Star-Ledger, USA Today, Food & Wine Magazine, Wine Enthusiast and the Wall Street Journal
Gary’s Wine & Marketplace was featured in publications like Beverage Dynamics and USA Trade Tasting, showcasing its expansion, innovation, and industry leadership. The company has been recognized by national and international media, including Fox Business News, CNN, CNBC, The New York Times, Market Watch, New Jersey Monthly magazine, The Star-Ledger, USA Today, Food & Wine Magazine, Wine Enthusiast and the Wall Street Journal.
Growth Markers
Significant Sales Growth: The 350% increase in online sales following the website relaunch, coupled with other initiatives, contributed to the company’s annual revenue reaching $53 million in 2023. GarysWine.com serves as an extension of the ‘Gary’s experience,’ offering shipping throughout the country. 2022 marked the 35th year anniversary of Gary’s Wine & Marketplace.
Awards: Gary’s Wine & Marketplace was voted in the “The 10 Best Online Wine Shops” of 2021 and “Best Wine Delivery Services” of 2022 by Food & Wine Magazine. In 2021 and 2022 Gary’s Wine & Marketplace was named Retailer of the Year by Beverage Dynamics.
Media Recognition: Gary’s Wine & Marketplace was featured in publications like Beverage Dynamics and USA Trade Tasting, showcasing its expansion, innovation, and industry leadership. The company has been recognized by national and international media, including Fox Business News, CNN, CNBC, The New York Times, Market Watch, New Jersey Monthly magazine, The Star-Ledger, USA Today, Food & Wine Magazine, Wine Enthusiast and the Wall Street Journal.
Enhanced Brand Image: The brand’s visual appeal and online presence were significantly elevated, resulting in recognition through awards and mentions in prestigious wine publications.
He played a pivotal role in creating captivating promotional campaign assets, email assets, in-store signage, and more that greatly enhanced our marketing efforts.
During Sinchan’s time with Gary’s, he consistently demonstrated exceptional talent, creativity, and passion for his work. He played a pivotal role in creating captivating promotional campaign assets, email assets, in-store signage, and more that greatly enhanced our marketing efforts. His ability to translate concepts into visually appealing designs was integral to the success of our promotions.”
Zach Ratner
Head of eCommerce and Marketing
Gary’s Wine & Marketplace
Campaign Strategy: Highlighting Unique Selling Points
My marketing campaigns focused on showcasing what differentiated Gary’s Wine & Marketplace from its competitors. Key highlights included:
Unparalleled Selection: Showcasing the largest collection of local and imported wines in St. Helena, along with a wide array of gourmet food items.
Commitment to Quality: Emphasizing the careful curation of the finest gourmet products, with a preference for local producers.
Industry Recognition: Highlighting prestigious awards like “2022 Retailer of the Year” by Beverage Dynamics and Gary Fisch’s “Platinum medal” at the Los Angeles Spirits Awards.
Innovation & Leadership: Showcasing Gary Fisch’s presidency of the Wine & Spirits Guild of America and the company’s dedication to technological advancement and industry collaboration
Private Label Brands: Promoting the development of private brands like Fisch, Go Figure, Going Forward, and Grand Finale, demonstrating Gary’s commitment to quality and innovation
Conceptualized design assets for for over 100 virtual wine tastings.
Actively collaborated with the events team to conceptualize and design visual assets for over 100 virtual wine tastings. These events fostered community engagement, showcased Gary’s expertise, and promoted their extensive wine selection.
Designed a distinct visual language for the Gary's Plus and Gary's Direct Membership programs
Designed a distinct visual language for the Gary’s Plus and Gary’s Direct Membership programs, offering unlimited free shipping and other benefits, fostered customer loyalty and encouraged online shopping.
Designed countless in-store as well as on-site assets.
Gary’s Wine quickly responded to changing consumer preferences during the pandemic by offering local delivery and curbside pickup options. They also navigated complex shipping regulations, successfully shipping to 13 states.
We integrated point-of-sale data into business intelligence tools for better customer insights and inventory management.
Demonstrated adaptability by increasing their selection of Japanese whisky based on customer feedback.
Gary's Wine & Marketplace was featured in publications like Beverage Dynamics and USA Trade Tasting. Campaigns recognized by national and international media, including Fox Business News, CNN, CNBC, The New York Times, Market Watch, New Jersey Monthly magazine, The Star-Ledger, USA Today, Food & Wine Magazine, Wine Enthusiast and the Wall Street Journal.
Excellence in crafting distinctive brands that set themselves apart from the competition.
Excellence in crafting distinctive brands that set themselves apart from the competition.
Result
The rebranded company experienced increased customer engagement, a boost in sales, and a stronger brand presence in the market.
The comprehensive initiative, extending beyond visual changes, resonated authentically with the audience, resulting in heightened engagement metrics and a tangible boost in sales. The company now stands on a more robust foundation, embodying a stronger and more compelling brand presence, setting the stage for continued success in the competitive market.
Effective online marketing, focusing on storytelling and engagement rather than just product promotion, expanded their national reach and attracted new customers.
