Background
In 2018, while serving as brand lead for a prominent Niagara winery, CX&E founder Tina Truszyk was tasked with reimagining the visitor journey. In a region newly energized by innovative wine and hospitality experiences, the mandate was clear: create an immersive, consumer-centered program that deepened engagement, elevated the brand’s presence, and differentiated the winery through memorable consumer-centric experiences.
Insights and Outcomes
This consumer-centered approach revitalized the winery’s brand health and spurred growth across multiple sales channels:
• Estate Visitor traffic increased
• Tour revenue grew
• Revenue per Transaction increased
• Cross-Channel Sales Growth: Sales of the featured wines saw significant growth in multiple channels.
Lessons Learned and Future Outlook
The transformation led by Tina proved that designing an immersive, visually engaging, and product-centered experience could and drive cross-channel sales. By focusing on creating meaningful engagement zones for guests, the winery not only enhanced its on-site revenue but also strengthened its role as an exciting gateway to VQA wines.
Zoned Activations
The property was divided into distinct zones, each built around an interactive activation to keep guests engaged throughout the visit.
Product-Focused Experiences
Each zone centered on a priority SKU allowing guests to experience these award-winning wines in uniquely curated settings that highlighted their distinctive qualities.
Engaging, Instgrammable Spaces
Inspired by Instagram culture, each zone was designed to be visually compelling and highly shareable, encouraging visitors to post and advocate for this brand on social media.
Strategy
Reimagining a legacy Niagara Winery
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Objective
To drive traffic to the winery, increase multi-channel sales and elevate brand health.