BevMo! taps into innovation in California
Innovative alcoholic beverage retailer BevMo! is launching a free new service to make shopping easier for customers.
BevMo! customers can now go directly from online to no line with the introduction of a new curbside delivery program being tested at two of the West Coast beverage retailer's Bay Area stores.
The curbside program, which launched this week at one of the retailer's Walnut Creek stores (2940 N. Main St.) and one of its San Francisco locations (1301 Van Ness), has designated parking spots for those who have ordered their drinks, food or party supplies online, and wish to have them delivered straight to their vehicle. There is no charge for the curbside service, and there is no minimum purchase amount required.
Customers simply order online (bevmo.com), and text "PICKUP" to the number on the Curbside Pickup sign when they have arrived at the store. A BevMo! employee will then walk out to the vehicle with the delivery within minutes.
"Enhancing the customer experience is an integral part of our strategy, from robotic assistance in-store and door-to-door deliveries to more personalized communications and offers. This is just our latest effort to make the shopping experience as convenient and effortless as possible," said Dimitri Haloulos, CEO of BevMo! "This will serve as a pilot program, with the intent to roll-out the curbside delivery offering to additional stores in the coming months."
Late last year BevMo! launched another innovative and consumer-friendly program: a customer-based wine collection. The retailer gathered nearly 70 consumers to help it create new wine offerings by having them taste-test hundreds of prototypes and samples to determine which ones would be worthy of making it onto BevMo!'s shelves.
"Essentially, we set out to fill in those areas in which we saw opportunity to offer specific varietals with distinct tastes at great values," said Hana Kim, senior director, marketing and own brand strategy, who oversaw the testing process. "Enlisting a wide range of consumers to help us find and fill those gaps was the most effective way possible to launch this new line. It was the ultimate in customer feedback."
Approximately three-dozen of the customer-preferred wines have begun appearing at BevMo! stores. Additional labels and varietals will be introduced on a rolling basis throughout the year. Consumer input will remain the linchpin of these future product introductions, the company says.
Given the success of the consumer-led wine expansion, BevMo! says it expects to mimic the process for spirits and other categories in the coming months.
BevMo! is the leading alcoholic beverage specialty retailer in the western United States, with nearly 170 stores located throughout California, Arizona and Washington.