Electronic store

Emperor Champagne chooses SBM to redesign its online store and launch a brand new champagne club

Emperor Champagne, the online destination for champagne lovers in Australia, has engaged Australian full-service digital agency Smith Brothers Media to redesign its online store and develop a new subscription-based Champagne Club for bubbly lovers.

SBM will rebuild the online store with a new Shopify theme, which will enable faster response time, improved conversion, performance and responsiveness, while improving its visibility. The aim is for the boutique to be entirely focused on the business of selling champagne and for the Club to be separated from it by a single domain. SBM will also develop custom streams encoded in Klaviyo, which Emperor uses for communications with customers.

“We have always managed our website development internally, but going forward we want to streamline our processes and focus on frequency, copywriting, photography, video and accessibility,” said Kyri Christodoulou , Director of Operations at Emperor Champagne. “We believe that entrusting the development work to a renowned digital agency like SBM will free up our time to focus on our sales, promotion and discovery of new champagnes”, he continued.

Like many businesses in the food and beverage industry, the pandemic has negatively impacted the wholesale business and its business events due to extended shutdowns, border closures and the closure of venues. homepage. Emperor had to quickly pivot and focus on areas of the business with real revenue potential.

The decadent Champagne Dame d’Emperor events, organized by its CEO Kyla Kirkpatrick, designed to discover the fascinating world of champagne, from the most prestigious French champagne houses to new winemakers, where guests taste a series of beautiful champagnes side by side, had to become 100 percent virtual.

Emperor Champagne was fortunate to have established the relationships in France needed to secure stock for its virtual tastings which began in September 2021. These online events for members featuring renowned winemaker friends from French champagne houses, including Pol Roger and Louis Roederer, making virtual tastings continue due to their undeniable success.

Emperor’s online store has seen sales increase by 70% over the past two years as Australians have bought plenty of champagne to drink at home. Demand for large formats and retro-vintage champagne was also strong, and the number of corporate sales almost doubled compared to the previous year. Meanwhile, his Champagne Club membership has increased by 40% and the goal is to double this year.

Her infamous Champagne Dame Insider’s Tours abroad to visit France’s top champagne houses and get behind their closed doors have sadly been postponed.

“Our decadent tours have now been reinstated beginning with a tour last year of Tasmania to visit the island’s most picturesque wineries, distilleries and cider houses with more planned. The immensely popular tours in Paris and Champagne will resume in July with multiple events scheduled for 2022 and 2023,” said Kyla Kirkpatrick, CEO of Emperor Champagne.

Emperor has a campaign-driven approach, with a relatively high level of activity to drive sales. “Each week, we highlight a different House, champagne or style of champagne. We have found that our audience interacts best with us through our social media platforms, which is how they get to know us and make a meaningful connection. We really want to be face to face and still have fun,” Kyla Kirkpatrick said.

“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,” said Kyri Christodoulou.

SBM will also produce a series of videos featuring short educational clips, featuring a variety of champagnes, including boutique makers, as well as famous champagne houses, driving it with social campaigns including Instagram stories, a Facebook community page and also 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.