SIPPING WINE IS ITS OWN REWARD
Ontario hard-core winos have several options when it comes to seeking rewards
But this Toronto agency offers a nifty loyalty program,
You might say sipping wine is its own reward, but one Canadian online wine retailer isn’t stopping there.
Toronto-based wine agency wineonline.ca launched a new loyalty rewards program in September. With every case of wine purchased, customers earn points that can be put toward an array of wine-related accessories — from top-of-the-line glassware to bottle-carrying cases.
That’s an added bonus to longtime customer Greg Bolton, who has been purchasing wine through the service for more than eight years. He buys about one case per month — typically rare European wines from Spain, Italy, France and Portugal. Now he has even more reason to crack open a bottle of red or white.
“It’s a great addition, a slam dunk for wine lovers,” the 45-year-old says of the loyalty program.
While wineonline.ca’s rewards program is unique, Ontario’s hardcore winos have other options when it comes to online benefits.
Groovy Grapes, based in Ottawa, features “VIP rewards” that include special invites to public events and special delivery offers on their partners’ products, including coffee, tea and prepared meals; Canada’s Wine of the Month Club offers two or more bottle selections per month chosen by top wine critics; and some individual wineries such as Cave Spring in Niagara Peninsula have their own point-collection system, redeemable for free on-site accommodations, restaurant meals and special tastings.
As for wineonline.ca, “We wanted to find a way to give back more to our clients,” says Aaron Bick, the site’s founder and CEO. “Especially to our really loyal clients who spend a lot, and are always buying wine.”
The company promises qualified wine recommendations. Experts are available on the phone to help clients make informed decisions based on factors such as food complements, tasting notes and third-party reviews.
“There are a lot of people intimidated by wine,” Bicks says, “so we really set about to break down those barriers by allowing people to learn about the wines they buy prior to purchasing them.”
Convenience is another cornerstone of Bick’s business. Wine can be ordered online or over the phone, and is tracked and delivered free (for 12 bottles or more) to clients’ doors.
The company is growing like a grape vine in the sun, catering to the likes of wine collectors and busy professionals. It has more than 20,000 clients (a 35-per-cent increase in the last year alone) and ships tens of thousands of cases annually. These are heady days compared to the company’s launch in 2004, when it sold zero cases over its first three months.
“I don’t think people could wrap their heads around that fact that (buying wine online) could actually be done,” Bicks says.
For Greg Bolton, the service’s real value is customization. Clients can shop by wine region or by individual wineries, from New Zealand to Chile. “(They know your tastes), so they can really help you choose a wine with confidence,” he explains. “Not only do they know what I like, but I know what (Bick) buys, so I’ll notice a region or (varietal) I’ve tried before.”
The company promotes new discoveries and additions via a client newsletter. Bolton says it’s one of the only group emails he considers a must-read. He knows what he likes, and he likes wine — and wineonline.ca knows him.
As for the burgeoning loyalty program, the site hopes to expand its wine accessories in the future. Some clients have already redeemed points for smaller items. New customers can earn 20 free loyalty points for either creating a new account, or signing up for the company’s letter.
For Bick, one of the best options is the Zalto glassware. “In my humble opinion, it’s the nicest glassware in the world . . . For people who spend money on wine, it only makes sense to own it, because every glass of wine will just taste so much better.”
And that’s not just coming from a salesman, but a wine guru and vineyard vanguard.
“We try to ensure honesty in wine,” Bick says, noting all their listings live up to the promise of their labels, tasting notes and regional distinctions. “We only (offer wine) we would drink ourselves,” he explains. “We taste test everything we sell.”