Virgin Wines has signed a new strategic partnership with Great Western Railway (GWR) and leading omnichannel retailer Curry’s.
The exclusive partnership with GWR will see the online wine retailer become its sole supplier of wine across the railway network, which operates across 10 counties and in Wales. The move is GWR’s first change in wine supplier for 10 years.
Under the new agreement, Virgin Wines has curated a range of wines for GWR customers which will be available on its services, including the gourmet Pullman Dining service. The range also caters for GWR customers’ shopping patterns, with the help of the railway service’s logistics partner Rail Gourmet.
Virgin Wines has also signed a multi-channel partnership with Curry’s, rewarding Curry’s customers with strong introductory offers for Virgin Wines products and subscription schemes.
The partnership will significantly extend Virgin Wines existing relationship with Curry’s and will deliver a large number of new customers over the next year.
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The news follows strategic partnerships Virgin Wines have recently signed with Moonpig, Arena Flowers and Virginia Hollywood.
“Despite the uncertain market conditions and the escalating cost of living for consumers we remain extremely positive about the prospects for our business. In March and April 2022, we recruited over 17k new members, with the vast majority joining one of our subscription schemes, a record number over the past 12 months, outside of our peak periods of November and December,” Virgin Wines CEO Jay Wright said.
“We have accelerated investment in customer acquisition whilst remaining focused on our disciplined approach, ensuring that marketing cost per acquisition remains stable and the quality of customer remains high.”
Wright added: “Engaging in partnerships with leading brands is central to our customer acquisition strategy.
“We work extremely hard to provide an exciting and targeted range of products to suit the needs and desires of the customers of our valued partners, and look forward to seeing these partnerships thrive into the future.”
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