Originating in the poetic land of Da Lat, Vĩnh Tiến Tea & Winery is a Vietnamese brand known for its high-quality tea and wine products. Recognizing the growing shift toward online shopping, Vĩnh Tiến partnered with Bespoke Marketing to implement a monthly Digital Performance campaign. The main objective was to boost online sales and optimize the online sales process, delivering the best shopping experience to consumers nationwide.
1. Context
- Competitive Market: Tea and wine products (especially Da Lat wine) are increasingly popular, with both domestic and international competitors.
- Changing Shopping Behavior: Customers tend to research product information, compare prices, and place orders online, requiring a solid digital strategy.
- Long-Term Growth Goals: Vĩnh Tiến aims to establish itself as a reputable brand with stable quality, ready to meet diverse tea and wine needs on e-commerce channels.
2. Objectives
- Increase Online Sales: Drive sustainable growth through the website, e-commerce platforms (Shopee, Lazada, Tiki…), and social media channels.
- Optimize the Sales Process: From customer engagement to consultation, order processing, and delivery, enhancing the overall shopping experience.
- Strengthen Brand Awareness: Reinforce Vĩnh Tiến Tea & Winery’s position in the high-quality tea and wine segment from Da Lat.
- Build Customer Data: Collect user information, preferences, and feedback to improve products and services.
3. Risks & Challenges
- Price Competition: The tea and wine market frequently runs promotional campaigns, requiring Vĩnh Tiến to balance pricing strategies to attract customers while maintaining stable profit margins.
- Supply Chain Management: Seasonal crops, raw materials, and specialized wine and tea production require consistent quality and supply.
- Image & Content Control: Products containing alcohol (wine) must comply with the advertising policies of platforms like Facebook and Google to avoid policy violations.
- Optimizing Advertising Costs: Continuous monitoring and targeting adjustments are necessary to avoid budget waste, especially with monthly Performance Ads.
4. Campaign Ideas
- Monthly Digital Performance: Develop plans on a monthly cycle, reviewing the previous month’s results to make timely adjustments.
- Emphasize Product Storytelling: Capitalize on the “Da Lat – Land of Mist” narrative, creating relatable content to promote tea and wine with the unique characteristics of this highland region.
- Gift Bundles & Promotions: Encourage shopping with tea-wine combo sets for special occasions and events, complemented by mini gift items.
5. Approach
Multi-Channel Advertising
- Facebook & Instagram Ads: Increase reach with videos showcasing tea fields and the wine aging process. Utilize carousel ads to highlight different tea flavors and prominent wine varieties.
- Google Ads (Search & Shopping): Target customers searching for keywords like “Da Lat tea,” “genuine Da Lat wine,” “Da Lat specialty gift combos,” etc.
- E-commerce Platforms: Optimize SEO on Shopee, Lazada, and Tiki; run flash sales and offer discount vouchers.
Sales Process Optimization
- Streamlined Landing Page: Focus on displaying tea-wine combos, highlighting benefits and promotional prices while simplifying the checkout steps.
- CRM & Chatbot: Implement a customer management system and chatbot to provide quick product advice and address delivery inquiries.
- After-Sales & Delivery: Partner with reliable shipping providers and have clear return/exchange policies to build trust.
Quality Content Marketing
- Storytelling & Recipes: Share proper tea-brewing techniques, tips for pairing wine with suitable dishes, and provide an “artistic enjoyment” experience rather than a typical purchase.
- Reviews & Testimonials: Collect feedback from users and Key Opinion Consumers (KOCs), then post on the website and fan page to boost credibility.
6. Solutions & Services Implemented
6.1 Monthly Digital Performance
- Detailed Scheduling: Every month, Bespoke Marketing and Vĩnh Tiến evaluate sales and KPIs, then adjust targeting and ad budgets accordingly.
- Data Analysis: Monitor traffic, cost per acquisition (CPA), conversion rates, and optimize content and relevant keywords.
- Creative Optimization: Conduct A/B testing for banner images, video ads, and core messaging to find the most effective versions.
6.2 Optimizing the Online Sales Process
- Develop E-commerce Channels: Optimize product listings on Shopee, Lazada, Tiki, so Vĩnh Tiến’s products reach customers quickly.
- Implement Automation: Automatically send reminder emails for abandoned carts or suggest combo offers to returning customers.
- Train the Customer Service Team: Improve consultation quality, handle orders and complaints promptly, and project a professional image.
7. Results
- Increased Online Orders: Monthly sales through the website and e-commerce channels maintained stable growth.
- Reduced Advertising Costs: Ongoing tracking and optimization led to better CPA, helping Vĩnh Tiến save on budgets.
- Improved Brand Awareness: Content about the wine production process and tea cultivation in Da Lat was widely shared, generating positive engagement.
- Enhanced Customer Experience: Positive feedback on the online shopping experience—fast delivery and high product quality—rose, fostering brand loyalty.
Conclusion
Thanks to the monthly Digital Performance strategy and an optimized sales process, Vĩnh Tiến Tea & Winery has progressively solidified its position in Vietnam’s tea and wine market. The collaboration between Bespoke Marketing and Vĩnh Tiến not only drove higher revenue but also helped establish the image of a “trusted, quality Da Lat brand” in consumers’ minds. This success paves the way for further development, laying a strong foundation for Vĩnh Tiến to continue shining in the realm of Vietnamese specialties.
