Tesco targets wine connoisseurs with latest social selling campaign

Tesco’s latest social selling campaign has served up its top range of wines to target fine wine lovers.

The ‘co-buy’ is run with social selling firm Buyapowa. It is similar to Groupon with particular products available on promotion for a short period of time. However, consumers are encouraged to share the wine deals across social networks to improve the price offer. Finally, whoever brings the most other people into a co-buy gets the product for free.

For example, in the latest ‘Top of the Range’ co-buy a case of Château Léoville Las Cases 2009, worth £1,350, could see a potential discount of 26 per cent depending on how frequently it’s shared.

Tesco claims that over 50 per cent of its co-buy customers are referred by friends and family on social media.

“At Tesco, we want to push boundaries and go beyond using social just as a means to market to our fans and followers, but actually use it to power social retail: helping people to shop where they socialise, to buy things with their friends, to access offers and exclusives via viral networks, and to influence the price and nature of products with their collective, social voice,” explained Nick Juby, commercial manager for wine by the case at Tesco.

“This is particularly important for wine, where wine lovers often know and socialise with people who share their tastes. We believe that this is especially so for top of the range fine wines, and view this promotion as an ideal opportunity to drive awareness of our upmarket wine range.”

Tesco first launched the co-buy scheme in April 2013.

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