Revolutionizing Craft Beer Retail: The Success Story of Purvis Beer
In September 2010, a unique retail store specializing in craft beer and cider opened in Richmond, Melbourne, a hub for craft beer enthusiasts. Purvis Beer, as it’s known, quickly established itself as a premier destination for an extensive selection of both local and international craft beers.
Over the years, the landscape of retail has transformed, especially with the increasing importance of digital presence. Initially, Purvis Beer faced challenges in establishing a strong online footprint, competing with more established online beer retailers. However, their unique appeal, rooted in a dedicated base of craft beer aficionados, remained a well-kept secret among the community.
Our team recognized the potential in Purvis Beer’s extensive product range and deep-rooted knowledge of the craft beer world. Our mission was to unveil this secret to a broader audience, showcasing the unique essence and diverse offerings of Purvis Beer. We embarked on a journey to enhance their online visibility, starting with a thorough analysis of their competitors and a keen understanding of their target market — true beer enthusiasts who appreciate authenticity over frills.
We launched a dynamic social media campaign, engaging not just seasoned beer connoisseurs but also those new to the craft beer scene, partners buying for beer lovers, and even those who previously preferred mainstream commercial ales. Our interactions opened new perspectives for many, expanding their understanding and appreciation of craft beer.
A pivotal move was the introduction of a unique loyalty program by Sonder, a first in this space, coupled with a consistent stream of engaging social media content and personalized communication like birthday emails. This approach kept Purvis Beer at the forefront of our clients’ minds.
As we streamlined Purvis Beer’s website, we empowered them to easily update their offerings with new arrivals, providing ongoing support throughout. We also tackled operational challenges such as scaling up the delivery process to handle the surge in online orders, introducing an efficient automated shipping system.
The results speak for themselves. Purvis Beer has evolved from a local secret to a leading name in the craft beer market. Their monthly online sales now surpass what used to be their annual turnover. This journey with Purvis Beer not only highlights our success as Sonder in transforming their online presence but also celebrates the joy of craft beer lovers who have discovered a new go-to destination.
