Introducing in-app shopping and rewards can transform your app into a shopping destination offering a diverse array of products and services from multiple sellers. The Vivino case study illustrates how a wine discovery and rating app successfully integrated a multi-vendor marketplace for wine purchases.
Vendo's robust eCommerce platform empowers you to seamlessly incorporate this multi-vendor marketplace strategy, enabling you to curate a wide selection of relevant products, manage multiple sellers as well as your own products, and create a personalized shopping experience.
{{blog-card}}
Let's explore how Vendo can help you leverage the power of multi-vendor in-app shopping to dramatically enhance your app's value proposition and significantly boost your bottom line, as demonstrated by Vivino's sophisticated implementation.
Vivino
Vivino was founded in 2010 by Heini Zachariassen and Theis Søndergaard with the goal of making wine discovery and purchasing more accessible to consumers. The app gained popularity for its wine label scanning feature, which allowed users to instantly access ratings, reviews, and information about wines. Vivino quickly became the world's largest wine community, offering personalized recommendations based on user preferences and past ratings.
How Vivino added a multi-vendor shopping feature
Recognizing the opportunity to enhance the wine discovery experience for users, Vivino integrated a multi-vendor marketplace for wine purchases. This feature was carefully designed to complement the app's primary functions of wine scanning and reviews.
While its primary function remains wine scanning and reviews, users can now buy wines directly through the app from various retailers and wineries. When users scan a wine label or browse reviews, they're presented with purchasing options from different vendors. This integration provides a seamless transition from discovering a wine to acquiring it.
To ensure a wide selection and competitive pricing, Vivino partnered with numerous wine retailers, local shops, and wineries across different regions. The app's developers also created an algorithm that analyzes users' tasting preferences, favorite wine styles, and past purchases to provide personalized wine recommendations and deals, making the shopping experience feel tailored to each user's palate.
How Vivino benefited from introducing shopping
The introduction of the multi-vendor marketplace brought several advantages to Vivino:
1. New Revenue Stream: Vivino now earns commissions on wine sales made through its platform, creating a significant source of income beyond premium subscriptions.
2. Enhanced User Experience: By offering easy access to wine purchasing options, the app provides a more comprehensive solution for wine enthusiasts.
3. Increased User Engagement: The shopping feature gives users another reason to interact with the app, potentially increasing overall usage and retention rates.
4. Competitive Edge: The combination of wine information, community reviews, and integrated shopping options sets Vivino apart in the wine app market.
5. Expanded Partnerships: Collaborating with various wine sellers has opened up new opportunities for co-marketing and shared insights into wine trends and user preferences.
Example products sold by Vivino
Vivino's multi-vendor marketplace primarily focuses on wines but also includes related products. Some examples include:
1. Red Wines: From various regions, vintages, and price points.
2. White Wines: Including different varietals and styles.
3. Sparkling Wines: Champagne and other sparkling wine options.
4. Rosé Wines: A variety of pink wines from around the world.
5. Dessert Wines: Sweet wines and fortified options.
6. Wine Gift Sets: Curated collections for special occasions.
7. Wine Accessories: Corkscrews, decanters, and wine glasses.
8. Wine Education Books: Guides and reference materials for wine enthusiasts.
9. Wine Storage Solutions: Wine racks and temperature-controlled units.
10. Wine Tasting Experiences: Virtual or in-person tasting events.
These product offerings are carefully curated to align with users' wine preferences and enhance their overall wine discovery and enjoyment experience.
Takeaways
Introducing in-app shopping was a game-changer for Vivino and it could be for your mobile app as well. By offering a curated and multi-vendor shopping experience, implementing a rewarding points system, and providing diverse product offerings, you can create a more engaging, valuable, and profitable app. This strategy not only opens up new revenue streams but also enhances user experience and loyalty, setting your app apart in a crowded marketplace.
{{blog-card}}
The success of Vivino's multi-vendor marketplace demonstrates the potential of thoughtfully integrated e-commerce in niche apps. By aligning shopping options with user interests and app functionality, developers can create additional value for users while also generating new revenue. As you consider implementing a similar strategy in your app, remember to focus on relevance, user experience, and seamless integration to maximize the benefits of in-app shopping, while always prioritizing the core functionality that attracted users to your app in the first place.
