Vinomofo Moves to Make Omnichannel Trial Permanent

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By Published On: January 29, 20190 Comments

After a successful trial period in 2018, Vinomofo has decided to permanently enter the cross-channel retail landscape.

Vinomofo has opened its warehouse for wine tastings, click-and-collect fulfilment options and on-the-spot sales after a trial of the physical offerings proved successful.

According to Justin Dry, Vinomofo’s CEO, the trial, and now the decision to enter the bricks-and-mortar market permanently, is allowing the brand to bridge the gap between its online and offline channels.

“The retail landscape is changing rapidly,” Dry said in a statement. “But creating strong relationships with your community is and always will be one of the best ways to build a great business.”


Dry is feeling positive about the decision to break into the cross-channel market.

Dry has also hinted that this initiative is part of a wider growth strategy, as the wine retailer looks to propel itself into the future of retail, while still creating and maintaining brand loyalty and delivering value and service in an “on-demand” world.

Starting from Monday, January 28, Vinomofo’s urban cellar door will be open from 10 am to 6 pm with customers able to purchase their favourite wines on-the-spot, participate in wine tastings and learn more about their favourite varieties.

Vinomofo originally decided to monetise its warehouse in October of last year, announcing plans to turn its Melbourne-based warehouse into a more traditional sales channel. At the time, the business transformed its storage space into a cellar door, holding wine tastings that were hosted by no bowties and BS wine experts.

The company had previously dabbled in bricks-and-mortar with temporary pop-up locations, but the decision to open its warehouse to the public permanently is its first long-term offline venture.

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