Case study — Estandon Vignerons
Carrying the brand's ambitions far
A leading Provence cooperative whose brand strategy requires consistent distribution across all markets and all channels.
A leading Provence cooperative whose brand strategy requires consistent distribution across all markets and all channels.
When, in 2010, the winegrowers of the Cercle des Vignerons de Provence decided to come together around a new business project named Estandon Vignerons, they knew they would need to build a strong, consistent identity to carry the brand's ambitions far.
To support this rebuilding and the promotion of its sales, Estandon Vignerons chose to use the vin.co platform.
Estandon Vignerons has been using vin.co since 2012. When Lucie Fourastié joined the marketing department, technical sheets were produced in Word. "It was time-consuming; we had to start almost from scratch for every new sheet…" A waste of time.
Meanwhile, the cooperative was changing course in its marketing strategy to adopt a new positioning and enter a new era. Its goal: to grow. "We were starting from very far behind in communication; it was essential to begin by putting our tools in order and making them more attractive, in line with the new positioning."
The feature for creating and distributing technical sheets across multiple media was the first argument that caught the marketing team's attention. "It's an extremely powerful tool; I just make an update from my vin.co interface and the correction is automatically carried over to all the media synchronized with the platform," notes Lucie. So, in one click, she updates her technical sheets, the website's product catalog and the associated mobile site.
Thanks to the time saved, Lucie Fourastié, marketing assistant, was able to free up time "to do more marketing" and help the Estandon Vignerons brand grow faster.
Because the platform is so easy to learn, Lucie was able to train other departments of the cooperative in a few hours, notably the sales department and the agents.
"Our export manager adopted the tool very quickly and appreciates being able to access the sheets in several languages very fast." It is also very easy to send any type of media stored in the platform: photos, for example, are centralized — no more spending hours searching for the right visual.
"The information is more reliable, so its distribution is multiplied."
vin.co enables optimal management of visuals and makes them easy to share: "Our sales reps can send distributors all over the world links to download visuals directly in the resolution they need, as well as technical sheets, press releases… It's like a smart Dropbox."
Servane Grisot, the press officer, also found it useful: "Beyond centralizing information, I have the security of having the right document to communicate about, not the umpteenth version."
"vin.co must constantly evolve, listening to the needs of its users," insists Philippe Hugon, director of the Vinternet agency that publishes the solution. The platform now plays a central role in managing product information and helps user companies roll out their sales strategy more easily.
"From the cellar to the consumer's table, through every distribution channel, vin.co streamlines the management of product information."
Gaëtan Hawadier, marketing director of Estandon, confirms his ambitions for the cooperative: "We are planning online sales more and more precisely. We are only at the beginning, but we can approach it with relative confidence because we know we have a sound, easy-to-use product database."
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