Mobile Delivery Provider Drync Now Customizing Its Concept For RetailersDecember 29, 2016
Expanding on its original mission, mobile drinks delivery provider Drync is now creating customized apps for its retail clients.The company’s original app allows consumers to scan wine labels and purchase them for local delivery or in-store pickup. Drync will continue that service, but will now also offer apps with individualized retailer branding and user interaction.
Drync CEO Brad Rosen explains that as Drync’s original app developed, retailers began approaching the company to request greater customization. “They wanted to learn how to leverage digital channels and become more sophisticated in their marketing capacity,” he says.
The new custom apps integrate with a retailer’s p-o-s system and offer a variety of digital assets, including email templates and automated messages to educate users on how it works. With the new app, retailers can target consumers with promotions, recommendations and deals. “If they’re having an in-store Burgundy tasting, they can send push notifications or pop-up specials to users who’ve searched for, rated or engaged in some way with Burgundy wines within the app,” Rosen says, adding that each customer sees a unique storefront when logging in. “It’s like the Amazon app, which has targeted content that’s personalized for the user,” he notes.
Founded in 2008, Drync draws on its extensive product database to populate the app. Each product entry includes a photo, description and rating aggregated from the original Drync app. There’s also space for users to take notes and submit their own ratings, as well as a “Buy Now” button and special order feature to request items that the store doesn’t carry. Delivery choices include in-store pickup, local delivery and shipment by third-party service. Every retailer who signs up for a custom app is added to Drync’s original app, where it can fill orders from those users. Each custom app has a one-time integration fee of $1,500 and then costs $399 a month, plus $149 per additional location for multi-unit chains.
Thus far, the custom apps are being used by retailers in New York City, Boston, Minneapolis, Atlanta and San Francisco. “We launched a few months ago, and we’re already seeing some decent traffic,” says Paul Bressler, e-commerce director at 67 Wine and Spirits in New York City. “With the amount of mobile traffic on our website, we expect the improved user experience on the mobile app will get a much higher conversion rate.” Bressler adds that most shoppers are buying wine on the app, but he expects spirits sales to catch up soon.
“This service will help retailers become more competitive,” Rosen says. “For example, Total Wine has opened several locations in Massachusetts, and year-on-year holiday sales for independent retailers decreased 5%-20% 2014-2015. The consensus is that some local stores will shut down. We’re trying to help them maintain and increase their business in a very competitive market.” —Susannah Skiver Barton