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Vinomofo launches click and collect

[UPDATED] Online wine retailer Vinomofo will launch a click and collect service tomorrow in the lead up to Christmas.

The service will operate from the company’s Bridge Street warehouse in Port Melbourne and will be open 9-5 Monday to Friday for customers to collect their online orders, with a 2-hour processing time.

Vinomofo co-founder and joint CEO Andre Eikmeier said the service has enabled it to bridge the gap between online and offline.

“Click N Collect enables us to not only provide our mofos with exceptional service, but also helps to bridge the gap between online and offline,” he said.

“We now have a great mechanism to share our love, passion and ethos with our tribe personally when they come to collect from us.

“We’ll be engaging with our tribe personally, talking about their wine choices and welcoming them into everything we’re proud of as they walk through the doors of our warehouse.”

Vinomofo has set up a specific customer pick-up point at its warehouse which will be manned by a dedicated customer service representative.

Click and collect has become a popular online delivery option among Australian booze buyers in recent years, with both Coles and Woolworths’ Dan Murphies brand also capitalizing on demand for fast-turnaround online ordering.

Earlier this year Woolworths launched one-hour click and collect through its BWS brand, while Wesfarmers has also rolled out a similar offer under First Choice Liquor.

Speaking to Internet Retailing after announcing the service, Vinomofo’s head of culture Michael Ellis said the service will be limited to its Port Melbourne warehouse in the immediate term, with no plans to roll-out the service into other states with depots or through a partnership with another retailer.

“What’s most important for us is having consistency across the whole transactio nand user experience and delivery is one of those thigns we’ve never been able to control once the wine has shipped, so what we’re excited about now is coming in and having that more personal interaction with us … as for partnerships, not something we are looking at right now,” he said.

The announcement comes less than a day after one of Vinomofo’s primary online competitors, Online Liquor Group (owner of Cracka Wines), announced a merger with The Wine Society in a bid to take the number one spot among independents in the online liquor market.

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