Capriccio Sangria is a rapidly growing brand of alcoholic beverages, popular for their fruity flavor and strong alcohol content. Since summer 2018 it went viral on social media and stores were selling out the product, not being able to keep up with demand. We called it the #CapriccioHunt.
For a while I was in charge of their social media content. We post new content about five times per week on facebook, twitter and instagram. My first published posts introduced a new flavor, Capriccio White Sangria, with an increase in engagement of over 90% on Instagram.
Based on comments and likes, we found our audience has better engagement with three kinds of posts:
- When new flavors are released.
- When we address a holiday or topic people relate to.
- When we put our own flavors to compete and ask directly which is their favorite.
By observing the user comments in detail, we identified three groups of interest:
Loyal customers
They love and recommend our products. Frequently comment about their favorite flavors and share their experiences.
Potential or curious customers
Often referred by loyal customers who tag them in comments.
Dissatisfied potential customers
Mostly frustrated for not being able to find the product.
The problem:
Some potential customers showing interest where not able to find stores that sold the product. When asked on social media, our team was not able to provide an accurate answer.
The solution:
We developed a landing page to help people find their Capriccio Sangria, listing stores by States that sell the product on multiple States.
To ensure results we used a select input form instead of a search box, avoiding empty search results. Only states with stores where listed. The list included mostly major stores.
Improvements:
As the distribution kept growing, we added the possibility to locate by state and city, including specific stores instead of only major chains. We also included a custom CMS to facilitate including new stores in the form of CSV documents (Microsoft Excel). At the same time, new flavors where introduced along with a new image, which was integrated to the website.
Learnings:
- Be observant of user needs, specially when they ask directly like on social media comments.
- A website is a solution to a problem. It’s often built in stages and should evolve as needed. Since the beginning it should be designed and built in a way that allows for future iterations as the product grows.
- When working with information products, searchability is as important as data entry. Both should be an easy experience for their respective users.
Possible enhancements:
- Geolocation:
Based on the user’s location, the nearest providers could be displayed when the page is loaded. This would provide the users a personalized experience, showing relevant information and saving them effort. - User provided data:
Our consumers share where they find their Capriccio Sangria. In the spirit of the Capriccio Hunt, the website could include a way for consumers and businesses to add store locations. Stores may be verified with Google Places API, and directions included via Google Maps. An option to request removal of locations should also be available.
