TANNICO & Fanplayr

Tannico is the world’s largest Italian wine shop. Just four years after its founding, this food-tech company is one of Italy’s fastest growing and most successful new enterprises. To date, it has shipped over 1 million bottles of wine throughout the world. Tannico is revolutionizing the wine-making industry, both in terms of purchasing and selling strategies.

Challenge

Despite their innovation and fast start to market, Tannico is facing the same challenges every online ecommerce company must address: the ever-increasing cost to drive traffic to its site and fund the necessary marketing channels to acquire customers efficiently, and generate revenue profitably.

Solution

Using Fanplayr’s behavioral data segmentation capabilities to detect, identify and action users’ live shopping activity, Tannico is converting top funnel traffic into loyal, repeat customers. Fanplayr helps Tannico make every user visit valuable by offering a combination of product information, personalized cart recommendation and calibrated promotional incentives, timed specifically to convert browsers and casual shoppers into paid customers.

Using Fanplayr strategies, Tannico achieved two notable results.

The first was a massive improvement in their ROI from promotions by using specific, personalized discounts and offers only when triggered by user behavior, Tannico reduced its total promotional spend and improved overall promotional profit margin.

The second result was an important improvement in the overall customer conversion rate on the site resulting in a steady and sustained increase in gross revenue and net profit.

Results

The initial A/B tests targeted 2% of the total visitors to Tannico site, achieving an increased conversion rate of +42% compared to the control group. Over 2020 Fanplayr activity generated 34.000 new orders and 13% of total revenue.

"Fanplayr team is a real partner for us, supporting our ambitious long-term plans with constant focus. We found in Fanplayr a strong technology and a very supportive team. We are sure we will keep working with them in the following years" - Riccardo Zilli, Tannico Growth Marketing Manager