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Constellation Brands rewards wine enthusiasts via mobile app

The company’s brands include Robert Mondavi Private Selection, Clos du Bois, Woodbridge by Robert Mondavi, Kim Crawford and Ruffino, as well as Svedka Vodka. Consumers can shop the shopkick mobile app to participate in the program.

“In partnership with Constellation Brands we are developing a customized mobile marketing campaign that will excite our users with wine and food pairings as well as create a conversation with shoppers both outside and inside the store,” said Alexis Rask, vice president and general manager of brand partnerships at shopkick.

“Shopkick is always looking for new ways to innovate within the app and to continue building its coalition of brand and retail partners,” she said.

Mobile rewards
Through the shopkick app, Constellation Brands is rewarding shoppers for simply visiting traditional bricks-and-mortar retailers and engaging with its products while there.

Wine shoppers can earn redeemable points – or kicks – in several ways including by walking into a partner retail location, scanning the bar code on a bottle of one of the company’s participating wines while they are in the aisle or by viewing its lookbook of food and wine pairings on the shopkick app.

Kicks can be redeemed for in-store gift cards, song downloads, movie tickets, hotel vouchers, Facebook Credits to play games online and donations to charity.

The brands from Constellation Brands, which will be featured on the shopkick app, include Clos du Bois, Blackstone, Woodbridge by Robert Mondavi, Ruffino, Kim Crawford, Svedka Vodka, Robert Mondavi Private Selection, Rex Goliath, Mark West and Simply Naked.

“Shopkick helps to build brand awareness and consideration of the product through high-impact mobile branding before consumers ever get to the store,” Ms. Rask said. “It’s transformational for marketers to be able to have a consistent presence with shoppers throughout the entire path to purchase, from the couch to the store.

“Before even entering a store, consumers can discover products anytime, anywhere through timely, content-rich lookbooks that contain store and brand related product information,” she said. “Our lookbooks educate the consumer before they walk into a store, making it easy for them to find the must-have items.

“As consumers are constantly using their mobile phone, an app like shopkick provides more value to a brand partner than a stack of catalogues.”

Driving engagement
Through the partnership, Constellation Brands is hoping to engage with consumers on a deeper level and have them interact with the company’s products in a new way.

Rewarding consumers is a great incentive for brands to drive participation.

“Brands are finally starting to embrace mobile at an accelerated rate because the data on how, when, where and why consumers use it can’t be ignored,” Ms. Rask said. “More than half the U.S. is using a smartphone and they are using it more often than any other medium, such as TV, Web and print.

“It’s the best connection a band marketer has to their target consumer as he/she moves through the purchase funnel and ultimately stands in store at the point of purchase,” she said.

“We’ll see more brands moving towards native integrations and in-app executions though instead of running small format mobile banners that have a questionable impact on KPIs.”