*By Philipp Klumpp, Founder & Head of Strategy at Beyond the Agency
The OND season—October, November, December—is upon us, and it’s crunch time for the spirits industry. This is when consumer spending peaks, but it’s also when CPMs get more competitive, and you’ve got to be strategic to stand out. We’ll share some strategies that have worked for us and will hopefully spur some ideas for your businesses’ OND sales.
Converting Window Shoppers into Loyal Customers
All year, consumers have been checking out your products but holding back, waiting for that perfect time to purchase. This is especially true with the category trading down, so OND is the time to turn those maybe-buyers into loyal fans.
Experiment with Limited Time Offers
One winning move? A 48-hour sale with exclusive premium bottles plus a glass thrown in as a little extra. Think of it as a “bottle + stocking stuffer” combo. This limited-time offer creates urgency, prompting customers to make a purchase of a product that may not typically be available for purchase. If it’s working, let that bundle run through the season. The result? A big jump in daily sales and double the average transactions during the promo. Be purposeful and ensure that your exclusive bottles are only for sale in this limited-time offer, to ensure you are complying with local and state regulations.
Building Brand Trust Through Education and Social Proof
As a new or niche spirits brand, it can be challenging to build trust with potential gift-givers who might wonder, “Is this brand any good? What if it tastes bad?” This is where showcasing the quality and flavor of your product becomes crucial.
Let Consumers Try Before They Buy
One of our brands ran a “Try Before You Gift” campaign that included an exclusive sample pack, a 375ML bottle, at a specific price. This allowed customers to experience the product firsthand, building confidence in the quality of the gift they were buying. These offers can sometimes act as loss leaders, these samples provide a low-commitment way to try the brand, and in the future of the brand, the campaign led to a noticeable uptick in full-sized orders.
Rewarding Your Best Customers with Exclusive Offers
OND isn’t just about acquiring new customers; it’s also an opportunity to deepen relationships with your existing audience. Hook them up, and build some repeat customers for the subsequent year’s OND. Showing appreciation to your loyal customers through exclusive sales, or early access to limited items can go a long way.
Treat Consumers Like VIPs
We use a “VIP Sale” for loyal customers. It was a silent “12 Days Of Gifting”—we dropped a different SKU, bundle, or merch every day. During those 12 days, customers received emails that required them to act during a certain time period, offering a more true “first access” feel that drove quick conversions. Consider offering gift wrapping and access to new limited-edition or exclusive bottles, that are only announced to email list subscribers. Additionally, custom gift bundles that included a complimentary engraved glass for orders over all orders of those exclusive products add a personal touch and encourage higher spending.
Join the Thousands of Alcohol Industry Members Who Receive the Park Street Daily Newsletter!
Driving AOV with Tiered Limited-Time Offers
Boosting average order value (AOV) through tiered limited-time offers can effectively encourage customers to spend more by unlocking valuable offers at higher spending levels. This approach not only incentivizes larger purchases but also creates a sense of excitement and exclusivity.
Offer Free Shipping or Other Incentives
A successful example involved a reward system: “For every $250 spent unlock a complimentary $5 gift card, and for orders over $500, receive a $10 gift card.” These offers work great and motivate customers to increase their cart size as they aim to unlock those awesome gift card rewards, driving significant increases in average order values. Offering free shipping at these spending levels was one of the most effective approaches we’ve seen, reducing friction and adding additional value that encourages customers to reach higher spending thresholds.
Optimizing AOV with Upsell Strategies at Checkout (Your Cart’s Drawer)
Designing and optimizing the cart drawer is a huge win. You can make it quick, easy, and frictionless to encourage customers to add more to their cart at checkout, significantly boosting your checkout ticket or average order value (AOV), especially during OND when consumers are more willing to spend.
Increase Sales Through Value-Added Packaging (VAP)
One effective strategy involved introducing a “Bundle & Save” offer at checkout, where customers could add a second (exclusive) bottle or a gift pack with a cocktail mixer set, that is only available for this deal, ensuring proper local and state compliance. This tactic works, and the more creative you get with your VAP, the better. We’ve seen this increase the average order value by over 20% and, in most cases, increase the bottle quantity checkout to three bottles.
As you gear up for OND, these specific offer strategies can transform your sales performance and set your spirits brand apart. Remember, OND isn’t just about the holidays—there’s also a unique opportunity in January when competition decreases but consumer interest remains.
At Beyond The Agency (BTA), we’re here to help spirits brands thrive during this period. If you have any questions or want to explore how these strategies can work specifically for your brand, reach out to us at BTA.
More Resources on Sales & Marketing
How Spirits Brands Can Create More Bar & Restaurant Sales