Omnichannel: Today’s Connected Shopper w/ Gallo

Yesterday, we had Gallo join us for an Omnichannel Marketing Workshop. Gallo Winery was founded by brothers Ernest and Julio Gallo, is the largest winery in the world and remains family-run through four generations. Gallo’s portfolio includes well-known wine brands such as La Marca, Barefoot, and André, as well as spirits like New Amsterdam, High Noon, Pink Whitney, and RumHaven.

Did you know one in three bottles of wine sold in the US is from Gallo?

Gallo Winery Brands

In today’s landscape, consumers interact with products across a variety of touch points from social media, retail shelves, websites, and more. This makes a seamless experience more important than ever. This is where omnichannel comes in: a unified sales approach, delivering a connected customer experience across all channels. Whether a customer sees the brand on Instagram or spots the products in-store, the message and look should remain cohesive.

But with omnichannel being the strategy, it’s the Path to Purchase that drives success and conversions.

The Path to Purchase

The Path to Purchase is the journey consumers take from discovering a brand to making a purchasing decision.

The three key phases:

Living - Getting on the Radar

The awareness phase where the products are introduced to consumers and create presence in their day-to-day life.

Looking - Getting on the List

The stage involves interested consumers who are in the market, showing some level of purchasing intent.

Buying - Getting in the Cart

Consumers are ready to make a purchase. The company’s job is to make the transaction smooth and compelling.

Gallo's Omnichannel Approach

Optimizing this path to purchase is crucial in connecting the company’s marketing strategies across consumers and sales channels. Gallo focuses on the following tactics to align their strategy:

Social ad targeting: Visual content and targeted ads on platforms like Instagram to capture attention and build awareness

Influencer marketing: Collaborating with relevant personalities, like Dave Portnoy for High Noon, helps generate buzz and connect with audiences

Public relations: Press write-ups, industry rankings, and awards drive credibility. These also inform gatekeepers (like distributors and retailers) to support expansion.

Targeted digital advertising: Tailored digital ads can speak to specific audience segments.

Podcast: With nearly 112m people listen to podcasts in US, this is a powerful, yet often overlooked channel to drive brand awareness

Shopper Marketing = Omnichannel

At its core, shopper marketing is omnichannel. It is about engaging with consumers where they live their lives, understanding the path to purchase, and guiding through with intention. By aligning strategies across all phases and channels, brands like Gallo lead the market place and transform passive audiences into loyal customers.

Thank you to Gallo for coming out and sharing insight about omnichannel marketing! With any interest in internships or post-grad opportunities with Gallo, contact David Black.

-Maie Ikemoto