Case study. The AM wine supermarket: Cross-channel communication with customers

5 Jan ‘18

AM is Russia’s largest chain of specialized wine supermarkets, with 200 stores in Moscow and the region alone and the total of more than 450 across the European part of the country. AM stands for Aromatny Mir, which is Russian for ‘Aroma World’.

The first AM store opened its doors in October 1998 as a cash and carry operation. The brand’s mission has been to introduce quality alcohol products from the world’s leading producers to the Russian buyer and to develop a culture of educated consumption in the country.

The background

Online alcohol retail is a substantially regulated business. See how Russia’s largest wine supermarket chain takes advantage of email and mobile push notifications. A recent addition to Mindbox feature list, mobile push notifications can be easily integrated into your communication model and help create great mailings with detailed segmentation in a matter of minutes.

The challenge

The AM e-commerce team was looking for a platform that would enable them to consolidate their online and offline customer databases, build cross-channel communication with customers through email, website, and mobile app, and store offline customers’ data. In Mindbox Cloud, AM uses manual and trigger-based mailings, product recommendations, and mobile push notifications.

What made us choose Mindbox was the need to constantly and heavily use a large database of online and offline users and have one tool for different communication methods: push notifications, email and text messages, and product recommendations on the website

Pavel Kostin, AM e-commerce COO

What AM uses in Mindbox:

  • Mailings
  • Push notifications
  • Product recommendations on the website

The Mindbox advantage, in numbers

AM uses Google Analytics to measure the revenue brought by the email channel. Over the first few months of the online store operation, the email channel revenue has increased to 9%.

Amwine-stat2-eng

Push notifications

Along with the new online store, AM launched Android and iOS mobile apps and deployed our push notification solution in order to communicate with mobile device owners. The Mindbox system offers manual and trigger-based push notifications with the same set of features as in email and text messages: segmentation, personalized messages, and message templates.

Creating a mobile push notification

Push notifications in Mindbox support rich content: images, links, and buttons. Everything can be configured in one window, and it takes just a couple of minutes.

amwine

Sending push notifications

In Mindbox Cloud, users can be segmented in the same way as anywhere else – by operating system, behavior, personal data, and other characteristics. For instance, you can offer a more expensive wine to iPhone owners.

recipients

Trigger-based mailing scenarios

AM uses a total of 14 triggers for 7 scenarios:

  1. Abandoned view
  2. Abandoned category
  3. Abandoned cart
  4. Welcome series
  5. Birthday greetings
  6. Name day greetings
  7. Transaction messages

Birthday + Name day

Although AM customers don’t always fill in their date of birth information, whenever they do, a birthday message can be sent on that date. If the customer’s date of birth is unavailable, a similar message can be sent on their name day.

birh-angels-eng

Product recommendations

AM deployed the Mindbox product recommendations module to their trigger-based and transaction mailings as well as on the website.

Product recommendations in email suggest items based on the “similar product” algorithm.

rec2eng

Product recommendations on the website suggest both similar and related products. All product recommendations algorithms can be re-configured through the interface without making any changes on the website.

receng

Configuring product recommendations in Mindbox Cloud

Note that even after the product recommendations code is deployed on the website, any fine-tuning changes or a complete replacement of one algorithm with another (for example, you can easily switch from similar to related products) can be accomplished through the interface.

recs

Summary

A platform for cross-channel communication with AM customers has been provided, and customer data storage and communication tools have been consolidated. In the future, we are planning to launch trigger-based mobile push notifications.

Pavel Kostin Pavel Kostin
AM e-commerce COO

Feedback from AM

What made us choose Mindbox was the need to:

  • constantly and heavily use a large database of online and offline users;
  • create non-standard segments and analyze the results across all sales channels;
  • have one tool for different communication methods: push notifications, email and text messages, and product recommendations on the website.

To AM, Mindbox and their team working on the project have become more than just a service solution: partners and colleagues who enable us to achieve best results, increase revenue, and accomplish objectives of any complexity!

Mindbox Manager

Philipp Volnov

Philipp VolnovLead Customer Success Manager
Subscribe to our quarterly news digest

Tell us a little about yourself

We’ll respond within 24 hours

Partnership request

Typically we’re answering within 24 hours