Casa Brugal is one of the main producers of Rum in the Dominican Republic. Historically, it has been a national benchmark in the production of high-quality liquors.
As part of its market strategy, the 'Enoteca' was formed: an eCommerce of liquors of Casa Brugal and its parent company Edrington.
La Enoteca has a physical store in Casa de Campo, in the province of La Romana. During 2020, the eCommerce platform was developed, under the domain www.enoteca.do.
An analysis and audit of the digital actions taken by www.enoteca.do was carried out. As a result of this, recommendations were obtained that allowed for a better performance of the brand on the internet. This resulted in better and greater contacts and sales.
The general methodological plan ranged from a review of the current capabilities of the brand and company, proposing improvement options with objectives set for 2021 and 2022.
These recommendations are based on concepts, techniques, and strategic tools, widely used for Digital Marketing analysis and projects, such as: Customer Journey Map, Conversion Funnel, Business Model Canvas, Inbound Marketing, Buyer Persona, and Optimization Benchmarks, among others.
An in-depth analysis of eleven key areas in the strategy and operation of enoteca.do was carried out. Each area has seven review parameters where the current situation of the brand has been established and general objectives have been set for the second half of 2021 and all of 2022.
This analysis is known as the optimization and maturity matrices since. While they determine the maturity of the brand and company within the digital world, it provides guidelines for the optimization of the different components in the eCommerce strategy.
With this analysis, strategies and improvements were developed that allowed for the following objectives to be achieved.
Finally, Link provides support throughout the implementation and direction of the recommendations originating from the audit for Brugal. This accompaniment includes everything from the development of technological tools to guiding digital transformation as specialized consultants.
