The brand is shifting investment from direct mail to digital to make substantial savings on the cost of customer acquisition. It is raising digital spend from 1% to 10% of the relationship marketing budget for Gordon's next year and has launched the brand's first .
According to Mark Sandys, marketing manager for Gordon's, acquiring customers costs about £2.50 a consumer via direct mail, but would be just 20p via digital channels.
The website, designed by , will be central to the brand's efforts to expand its database of 350,000 members. The site's address will appear on labels and in promotional activity.
While Diageo has been quick to develop a digital presence for brands that appeal to young, digital-savvy consumers, the launch of the Gordon's site marks its first online focus on over-35s.
Separately, Diageo has confirmed a restructure of its marketing department, which is divided into three divisions: consumer marketing, innovation and commercial marketing. The number of brand managers in the innovation team will increase, but commercial marketing, which manages sales promotion, will be cut back. Sales promotion will be handled by brand teams to increase efficiency.
Diageo said it hoped no jobs would be lost.
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