Canadian e-winery Vin65 has teamed with Napa, Calif., social media facilitators VinTank in an effort to boost transparency in the online wine market.Through this new partnership, VinTank’s consumer analysis features will integrate with
Vin65’s database for improved marketing outreach. The integrated functions will allow online wine sellers to better market their brands and gauge customer interest through one-stop social-media feeds of wine conversations across the internet.
Wine sellers that use VinTank will be able to track each brand-related conversation, and then turn to Vin65’s database for detailed information – including last-purchase dates and club-membership statuses – on the parties in question. Likewise, sellers that frequent Vin65 can access VinTank’s customer profiles to make better-targeted marketing lists.
According to a statement by Vin65 CEO Andrew Kamphuis, the integration will “allow for a lot of great data-meshing,” further stressing that “the ability for our customers to relate social comments to eCommerce transactions is a step forward for monitoring the ROI of social.”
Currently in its pilot stage, the data functions are set for a full-scale launch on July 31. Praising the marriage of wineries with eCommerce, VinTank CEO Paul Mabray states that “Vin65 [is] leading the way through their culture of helping wineries focus on their customers.”