Background
In 2018, when working for Andrew Peller Limited as the Trius Brand Lead, CX&E founder, Tina Truszyk was tasked to address Trius Winery’s growing challenges in attracting and converting visitors. Located in an area newly energized by the opening of the Wayne Gretzky Estates, Trius was losing traffic to this popular neighbor. Although known for award-winning wines, Trius struggled with below-average tour conversion rates, and its large “village” layout made it challenging to keep visitors engaged on the property. The task was to increase engagement by redesigning the consumer experience.
Insights and Outcomes
Impact on Brand Health and Sales
This consumer-centered approach revitalized Trius' brand health and spurred growth across multiple sales channels:
• Estate Visitor traffic increased by 38%
• Tour revenue grew by 269%
• Revenue per Transaction increased 38%
• Cross-Channel Sales Growth: Sales of the featured wines saw significant growth, with Brut sales up by 19% and Rosé sales rising by 58% as consumers left the estate with a heightened appreciation of these offerings.
• Social Media Presence and Consumer Advocacy: Trius achieved a 375% increase in Instagram followers, with nearly 50% of followers under age 35, significantly expanding its influence with younger consumers.
Lessons Learned and Future Outlook
The Trius Tour proved that designing an immersive, visually engaging, and product-centered experience could and drive cross-channel sales. By focusing on creating meaningful engagement zones for guests, Trius not only enhanced its on-site revenue but also strengthened its role as an exciting gateway to VQA wines.
Zoned Activations
The property was divided into distinct zones, each built around an interactive activation to keep guests engaged throughout the visit.
Product-Focused Experiences
Each zone centered on a priority SKU allowing guests to experience these award-winning wines in uniquely curated settings that highlighted their distinctive qualities.
Engaging, Instgrammable Spaces
Inspired by Instagram culture, each zone was designed to be visually compelling and highly shareable, encouraging visitors to post and advocate for Trius on social media.
Strategy
Transforming Trius Winery
Objective
To drive traffic to the winery, increase multi-channel sales and elevate brand health.