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Naked Wines introduces text for wine service

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Naked Wines customers can now submit their wine orders via text message in a pilot programme being run in the UK. The move is part of a company drive to develop new and smarter ways for its 150,000 customers to buy their wine and is thought to be the first of its kind in the wine industry.

Naked Wines UK managing director, Eamon FitzGerald, said: “Initial uptake has been very encouraging and it’s easy to see this service being particularly useful for busy customers who don’t have time or access to the website. Now these customers are only ever a text away from ordering a case of delicious wines.”

If the UK trial is successful the free service will also be adopted in Naked’s US and Australian operations.

The initiative comes soon after the online retailer introduced click and collect ordering, with collection at branches of its new parent company, Majestic Wine .

“Access to Naked’s digital marketing skills was a clear benefit for Majestic following the acquisition, and the launch of Text for Wine is a fantastic demonstration of these skills in action,” said

Rowan Gormley (pictured), chief executive of Majestic.

“The fact that the idea came from an employee is testament to Naked’s strong entrepreneurial culture, which we are working on bringing across to Majestic.”

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