Gallo Wines came to Integer with a challenge: reinvent the wine aisle for Harris Teeter to increase same-store sales, and position Harris Teeter to better compete the market.
We set out to make a wine department that was easy to explore and would educate people along the way.
A destination of curated favorites and occasion specific selections was created. Wine attributes are highlighted on shelf. Now, people could explore the department and get an education about wines. This was an invitation explore the department. Finally, finding the right wine was easy. Now we could encourage shoppers to expand their palettes based on what they knew they already liked.
Educational modules were sprinkled throughout the department. These created focal points within the shelves. The one above helps wine novices approximate taste through smell. Shelf strips explained varietal attributes of wine and its geography. We discovered that when people have a better understanding of wine, they wanted to talk about it. So we extended the conversation outside of the store.
For shoppers who wanted more, we created a loyalty program: The Harris Teeter Cork Club. Wine classes were offered, complete with handbook. Each class filled the book with chapters printed out at the store. This encouraged repeat visits and expanded shoppers’ knowledge. The Cork Club App was a guide to the department. Users could build their own favorites catalog to remember past purchases and suggest other wines based off this.
The test store has been a success. This department reinvention has been replicated throughout the chain. Shoppers are buying more wine at Harris Teeter than ever before. Cork Club has positioned Harris Teeter as the region’s trusted wine expert.
Creative Director: Mark Mayland
Art Director: Andrew Tinch
Copy Writer: Kelli Renfrow
Agency: Integer
Client: Gallo Wines