Australian champagne lovers will soon have a new online store and subscription champagne club at their disposal, with Emperor Champagne engaging Smith Brothers Media to infuse the bubbles with its digital magic.
Full-service digital agency Smith Brothers Media will rebuild the online store with a new Shopify theme to deliver faster response times, improved conversions, increased performance and responsiveness, and increased visibility. The store will focus on the champagne sales business while the new subscription Champagne Club will be separate from it and have its own domain. The agency will also develop bespoke feeds developed in Kalviyo, which the Emperor Champagne uses for its client communications.
L’Empereur Champagne previously handled website development in-house, but going forward “we want to simplify our processes and focus on frequency, copywriting, photography, video and accessibility,” said the Champagne Emperor, director of operations, Kyri Christodoulou.
“We believe outsourcing the development work to a renowned digital agency like Smith Brothers Media will free up time for us to focus on our sales, promotion and new champagne discovery forces,” he said.
The Champagne Emperor, in an unfortunately all-too-familiar story, has suffered negative impacts through the COVID-19 pandemic with lockdowns, border closures and closed hospitality venues. The company knew it had to pivot to focus on activities that could generate revenue under these conditions. One of Emperor Champagne’s most famous activities — its decadent Champagne Dame events, hosted by CEO Kyla Kirkpatrick — was to go 100% virtual. Online sales needed to increase and new sales opportunities needed to be identified.
Champagne Dame events are designed to discover the fascinating world of champagne, from the most prestigious French champagne houses to emerging winemakers. Guests would taste the products side by side. Thanks to its strong connections in France, Emperor Champagne secured the stock it needed and started virtual tastings in September 2021. Online events for members have since proven to be very successful.
Emperor Champagne’s online store has seen sales increase by 70% in the past two years as Australians stayed home during the pandemic. The number of Champagne Club members has increased by 40% and the company plans to double this number in 2022.
Unfortunately Lady Insider Champagne’s overseas tours to physically travel and visit France’s top champagne houses have had to be postponed, but the company has already resumed touring Tasmania and plans to resume touring Paris and Champagne – of course – in July this year. There are several events planned for this year and next, Kirkpatrick said.
Emperor Champagne effectively managed a campaign-focused approach, spotlighting a different house, champagne or style of champagne each week.
“We’ve found that our audience interacts best with us through our social media platforms, that’s how they get to know us and make a meaningful connection. We really want to be face to face and still have fun,” said said Kirkpatrick.
On the picture : Kyra Kirkpatrick and Kyri Christodoulou
“We love to educate our audience and use a variety of mediums to do so, including our winning combination of EDM and Instagram. Our campaign approach is versatile, including education-based, special publicity releases, limited-time offers, and giveaway opportunities,” Christodoulou said.
As part of its work, Smith Brothers Media will also produce a series of videos with short educational clips featuring a variety of champagnes, including boutique manufacturers, famous champagne houses, etc., released through campaigns on social networks and Champagne Dame events.
“It is exciting to work with Emperor Champagne, using smart marketing to connect the right audience to its exclusive Champagne Club. We also look forward to helping bring back in-person champagne tours in 2022,” said James Smith , CEO of Smith Brothers Media.
On the picture : James Smith