Attracting New Customers in the Crowded Retail Marketplace: A Merchant s Perspective on Card-Linked Offers Gaurang Maniar (G-Man) Sr. Director of Marketing
A bit about me Over 18 years in Advertising & Marketing, Brand Management & Business Development Retail, Consumer Durables, Food & Beverage, CPG and Financial Services Current Focus: New Business Development, New Store Growth, Customer Acquisition & Partnerships 2
Who is Total Wine & More America s largest independent retailer of fine wine, spirits and beer Founded in 1991 Family owned (brothers Robert & David Trone) Headquarters in Bethesda, MD 185+ stores across 22 states (and growing) 6,000+ Team Members 800+ Service Team members 200+ Total Wine Professionals (sommeliers) 3
Annual store growth of 15-20 stores 245 245 173 193 220 2 148 130 113 100 88 78 69 58 63 2 2 3 3 3 4 6 25 3034394449 11131619 19911992199319941995199619971998199920002001200220032004200520062007200820092010201120122013201420152016 2017 2018 2019 (Est.) 2020 (Est.) (Est. 4
And we have the sales to match! $4,000 $3,600 $3,200 $4,000,000,000 $2,100 $2,800 $2,400 $1,725 $54 $54,000,000 $1,058 $896 $770 $662 $553 $440 $342 $291 $242 $93 $118 $130 $154 $191 $1,259 $1,500 19971998199920002001200 200320042005200620072008200920102011201 20132014201520162017 20182019 (Est.) 2020 (Est.) (Est. 5
Our Footprint: 22 states and growing 6
Wine & Cheese Reception Join us for a Wine Tasting at our Bellevue location at 5:30 pm! 699 120th Ave NE Unit B, Bellevue, WA 98005 7
We have an unbelievable selection WINE 8,000 wines from around the world, including many hard-to-find and exclusive items BEER BEER 2,500 beers with an emphasis on local breweries and seasonal items (plus all the big brands) SPIRITS 3,000 spirits with an emphasis on local and trending categories, including many exclusive items CIGARS America s #1 cigar shop, stocking only premium cigars and cigar accessories CIGARS 8
And unparalleled service and experience GIFTS & ACCESSORIES Glassware, gourmet food, unique gifts, plus mixers, garnishes and more CLASSROOMS Hosting unique tasting and educational events weekly, also available to the public at no cost TASTINGS Weekly tastings of new, seasonal and popular products in all of our stores SERVICE TEAM Unrivaled team of wine, beer and spirits experts with 100s of certified professionals 9
We differentiate ourselves from the competition in a variety of ways Broad and local offerings First to Market Specialty services 10
A wide variety of customers enjoy shopping with us Engaged Explorer Social Apprentice Mature Value Shopper Core customer & most important to the business. We are focusing on strengthening this segment. We are focusing on growing this segment. We are focusing on defending this segment. Avg. age: 47 Avg. age: 38 Avg. age: 59 Demographics Avg. HH Income; $110k+ 50% Male/50% Female Avg. HH Income; $80k+ 55% Male/45% Female Avg. HH Income; $90k+ 60% Female/40% Male 41% have kids at home 50% have kids at home 20% have kids at home Travel lover Food aficionado Well-informed on latest Interests Food aficionado Interested in fine arts such as Travel lover Music/concert lover news Family oriented the theater and symphony Family oriented Travel lover 11
Key segments for card-linked offers Engaged Explorer Social Apprentice Mature Value Shopper Core customer & most important to the business. We are focusing on strengthening this segment. We are focusing on growing this segment. We are focusing on defending this segment. Avg. age: 47 Avg. age: 38 Avg. age: 59 Demographics Avg. HH Income; $105k+ 50% Male/50% Female Avg. HH Income; $80k+ 55% Male/45% Female Avg. HH Income; $90k+ 60% Female/40% Male 41% have kids at home 50% have kids at home 20% have kids at home Travel lover Food aficionado Well-informed on latest Interests Food aficionado Interested in fine arts such as Travel lover Music/concert lover news Family oriented the theater and symphony Family oriented Travel lover These are your customers, too! 12
Card-linked offers have enticed new customers to shop with us! Acquisition-only strategy to drive new customers from Amex cardholder audience. Targeting cardholders with no spend history at Total Wine & More through partner banks Strong partnership of over 4 years! Over 14K customers in 4 months! 13
Card-linked offers are successful for a multitude of reasons Targeted Digital Trackable Come from a Trusted Source Convenient Provide First Mover Advantage 14
Using card-linked offers to broaden our target beyond new customers New customers Have never made a purchase at Total Wine & More Infrequent/lapsed customers Have not made a purchase at Total Wine & More for an extended period of time Low share customers Purchase a larger share of alcohol at other retailers vs. Total Wine & More 15
My goal today AND MORE! 16
And guess what? I HAVE TO SPEND!! 17
See you at 5:30pm! Join us for a Wine Tasting at our Bellevue location at 5:30 pm! 699 120th Ave NE Unit B, Bellevue, WA 98005 18
Let s Partner Together! Gaurang Maniar (G-Man) gmaniar@totalwine.com 301-634-1573 19