As the brand continues to grow and expand its digital capabilities and online storefront, PROOF is set up for success to meet the needs of customers around the country, both in accessibility to its product and by having an iron-tight delivery logistics and supply chain process, that complete the customer experience.
Worth the Wait
However, the implementation process took longer than expected. PROOF had a WordPress website that was modified to add e-commerce, and then switched to Shopify. Randall-Collins explains, “WordPress allows for a more graphically pleasing web presence, but we needed the ‘run like clockwork’ capabilities of Shopify.”
Thus, the new site was launched during the pandemic along with a combination of aggressive advertising and email marketing campaigns. It didn’t take long for its online sales to grow, and they continue to climb. “In fact, we quadrupled our online sales, which grew four times over from January to March alone,” she says.
Marketing took the lead on the process, with an emphasis on creative and digital. Because PROOF is a small company, everyone pitched in with research, best practices, and suggestions. In addition, email marketing continues to drive consumers to its website, and Randall-Collins is seeing increases in both the number of first-time and repeat buyers.
As a result, PROOF has watched its sales climb consistently month-over-month, with a customer return rate soaring to 25%, and 40,000 website hits in 2021 so far. They’re also using data collection from e-commerce to reinforce paid digital ad campaigns.
“Growing our footprint and visibility while not sacrificing the quality of our product is our number one goal,” Randall-Collins says, adding that they are now also testing new markets like sporting arenas and catering/entertaining, developing new flavors with various liquors, and having conversations with notable alcohol brands to see where brand alignment creates the most substantial yield.