Direct-to-Consumer (DTC) has emerged as a key trend, relevant across all product categories, far beyond the luxury sector. Brands like Champagne Bollinger are increasingly seeking to establish direct relationships with their consumers to better meet their expectations and needs. Through this approach, businesses gain the ability to better manage the customer experience, gather valuable insights, and enhance their offerings.
In this process, it is crucial to personalize the consumer relationship and add a service dimension to the transactional approach. By understanding the individual needs of customers and providing services and experiences that deliver value beyond the simple transaction, brands can create a deeper, more meaningful connection. Consumer-centric marketing thus becomes a central pillar, transforming how brands interact with their audience and fostering long-term loyalty.
Champagne Bollinger quickly identified the opportunities of DTC. In 2022, they launched the 1829 app to offer unique experiences and exclusive content to consumers. This solution allows for more consistent and efficient customer experience management. It embodies Bollinger’s vision for continuous and immersive interaction with its consumers.
The brand’s website was redesigned to become an attractive showcase, encouraging users to download the 1829 app. The value proposition of the 1829 program is clear and distinct: members benefit from access to unique content, exceptional experiences, and exclusive products. For example, users can explore portraits of members of the house and insights into champagne. This offering aims to build consumer loyalty and strengthen their connection with the brand by creating an engaged and passionate community.
As part of its DTC initiatives, Champagne Bollinger has adopted an approach of transparency and education with its distributors. It is crucial to be clear and transparent about DTC initiatives to maintain a trusting relationship and avoid misunderstandings. Direct sales through DTC are limited to very specific and exclusive cuvées, which do not compete with the traditional distributor market. This transactional strategy helps preserve balance and ensures that DTC initiatives complement rather than replace existing distribution channels. By integrating these elements, Champagne Bollinger successfully navigates the complex DTC landscape while maintaining strong relationships with its distributors.
