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O-NBOARD
B-UILD
L-OYALTY
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TITLE SCREEN:

MOTIVATE

GET THE OPTIN

SCENE 1:

  • Street/ Shop Window

  • Scans QR Code in wine shop window ' ENKI WINES'

  • Walks Onward

PICTURE IN PICTURE:

SCRIPT 1:

It's Friday morning and Amy is walking to work. As she walks past the local Bottle Shop she see's a 'QR Code advert' in the Window for a Free $20 Voucher.

She scans the QR Code with her mobile and is taken to the sign up page.

She keeps walking and completes the signup, notably adding her email and mobile.

Amy is taken to her new Member Profile page on signing up and notices the $20 Credit has been applied.

She's feeling stoked, and continues on her way to work.

TITLE SCREEN:

ONBOARD

GET THE FIRST SALE

SCENE 2a:

  • Office Desk

  • Receives Text/Mobile "Congratulations"

  • Views wine shop on her mobile "Enki Wines"

  • Thought bubble:  Wine Shop

SCENE 2b:

  • Inside Wine Shop

  • Sees Wine Kiosk with 3 Wines Scans code

  • Goes to website with 12 bottles of  Wine "Mix 'n Match"

  • Alert: Cartons of 3/6/12

  • Thought Bubble: 6 Bottles at door

  • $20 credit Applied!

  • Phone to Phone Scan

  • Hand over Wines

PICTURE IN PICTURE:

SCRIPT 2a:

At 2pm that Friday afternoon, Amy receives an SMS congratulating her on becoming a member, with reminder not to forget her $20 Voucher, and a link to a Landing page with a few wine suggestions.

She clicks the link, but is too busy to scan through wines right now. She's makes a mental note to pop into the store on the way home and use her Voucher.


SCRIPT 2b:

That night, Amy walks in to the Bottle Shop, she instantly notices a Cardboard Kiosk, housing 3 Bottles of wine. It says:

JOIN OUR CLUB
SOMMELIER SELECTIONS

     +  3 Wines $90
     +  6 Wines $150
     +  12 Wines $240


Amy Scans the QR Code on the Kiosk. Knowing that she signed up this morning, and that she's still logged in, her QR Code scan skips the signup process, and lands her instantly on the 'Sommelier Selections' Landing Page.

To her surprise, it's not just the 3 Wines in the Kiosk that she can choose from. There are 12 bottles on offer, and she can mix 'n match the wines in any combination.

She adds a Rosé, and a Pinot Noir and tries to check out. As she does so, she is instantly alerted that wines must be packed in cartons of either 3, 6, or 12. Amy adds another Pinot.

At this moment Amy is offered Pickup or Delivery. Oh, she thinks. "Perhaps I should have got 6 Wine and them delivered... Oh well. Next time." She selects Pickup.

At checkout she notices her $20 Credit is automatically applied. Wow $70 for 3 wines!

An order confirmation pops up with a QR Code. She presents the QR Code at the Counter. The assistant says scans the QR Code on her phone and says "Hi Amy, I'll just get those wines".

Amy takes the wines and continues on her way home.

TITLE SCREEN:

BUILD

GET THE CORE SALE

SCENE 3:

  • Home Kitchen Table

  • Get's SMS - "How are the wines?"

  • Thought bubble: Dinner party/friends

  • Being served wines!

  • Makes wine choices/on phone

  • $12 Delivery

  • Buy

PICTURE IN PICTURE:

SCRIPT:

It's 5pm Saturday evening the next day, Amy get's another SMS:

"How are the wines. Want to make it a subscription?"

Amy loved her Rosé and is currently enjoying the Pinot. She remembers the delivery options she had Instore and knows she's entertaining friends in a couple of weeks. Sommelier picks will be perfect!

She clicks the link and goes back to very same web pages she was at yesterday.

To her delight, she notices that the Wines Selections are updated every month, and she can to make her choices before 15th of every month and have the delivered to her door. "Oh, wow, she thinks, my own sommelier, the huns will love this".

Amy curates a selection of 6 wines. As she checks out, she selects 'Delivery'.

Amy is asked to put in her postcode and see's deliver will cost $12.50. "Much better than walking!"

The checkout remembers her card details, she adds her Street address, and clicks to buy.

TITLE SCREEN:

LOYALTY

GET THEM BACK

SCENE 4a:

  • At Work Desk

  • Beer Offer - Clicks Buy

  • Email - Member Profile Order History Screen

  • 10 Check ins - "1 More Checkin!"

SCENE 4b:

  • Back at Wine Store

  • Scans Code on Arrival

  • SMS Bubble - "Unlock Secret Wines"

  • Amy is Happy!


PICTURE IN PICTURE:

SCRIPT 4a:

3 months into her subscription Amy receives her regular monthly SMS reminding her to make her picks for the month.

Amy makes her picks, and just before she submits she is taken to a new screen where she's offered a selection of Craft Beer cases from a local brewery for $90. 

She's so happy with the service, she adds Case and submits her order for the month.

Moments later Amy gets an email with her Order Confirmation for the month. Rather than her regular $150 payment she see the extra line items for the Craft Beer at a Total of $240. She click the link in the email and is taken back to her account where she see a log of all her past orders.

She notices that if she checks in to the bottle shop 10 times. She'll get access to the bottle of the sommeliers secret pick of the month.

She notices that she's checked in 9 times already and can not wait to get back to the store.


SCRIPT 4b:

The next day Amy scans in at the store and get's an instant SMS"

"Hi Amy, Sssshhh... this way..."

She clicks the link and unlocks a secret Landing page on the Website for Premium Members. She see a video from the sommelier with diner party tasing notes for each of the wines. "Wow, she thinks, I'm never shopping anywhere else again."

TITLE SCREEN:

EXPOSE

GET THEM TO SHARE

SCENE 5a:

  • Business Meeting - White Board - Charts

  • Business Team Phone Amy

    ~

  • Promo - Amy Video - Amy Unboxing Wine

  • Thought Bubble - Thinks of Mum

  • Buys Wines/Check Out

  • Amy Records a Video Message on Phone

SCENE 5b:

  • Amy's Mums House

  • Mum opens Wine

  • Mum Scans QR Code

  • Mum see's Video in her website In Account

  • Mum Drinks Wine and Watches Video on her mobile

  • Amy call Mum

  • Amy has Though Bubble thinking of the Wine Store - Love heart

PICTURE IN PICTURE:

SCRIPT 5a:

The Website Team have an internal marketing analysis meeting to identify premium customers. They sort Members by the highest Checkins and the highest Total Spend.

The team contact all Members with over 20 store Checkins, plus a spend of over $1,000.

Amy get's a call from the website team and is asked to record herself Unboxing her next order and in return she can be part of a very special promotion.

For doing the unboxing video, Amy can have another $50 account credit, or can send a free bottle of premium Wine to one of her friends with a special gift card.

It's Amy's mum's birthday netx month so the Gift sound perfect.

Amy get's another SMS and click the link.

She she's the bottle of wine with tasting notes form the Sommelier. She see's the RRP is $90 and her price is $0. She click through to checkout and a notices that the cart part can be toggled between 'My Cart' and 'Gift'.

She selects Gift and is ask to record a Video Gift message. She records her message, selects here delivery date and submits her order!


SCRIPT 5b:

A couple of weeks later Amy's mum is delivered a bottle of Wine. As she opens it she notices a Gift Card with a QR Code. She scans the QR Code and is asked to Create an Account. She complete the form and is taken to the Order Page showing the Bottle of Wine, the Tasting Notes and Amy's video. Amy's mum pours herself a glass of wine and and plays the video. It's a lovely message from Amy.

Amy instantly gets an SMS and calls her mum. They are both blown away with the service.

Amy's is so please that she scanned the QR Code when when walked past the store that day.