Luke Battiloro began his journey with Vavoom Vodka with a flicker of inspiration. While heading toward a social gathering, he got the idea to bring some liquor with him. However, he realized that the liquor store wasn’t carrying any beautiful bottles of liquor on their shelves. This realization spurred Luke to start designing Vavoom Vodka’s signature handmade bottle, showing a shapely woman showing off her curves.
For Vavoom Vodka, Luke Battiloro started with a vision. He wanted to create a bottle that was both beautiful and unique. After crafting the initial design out of clay and bronze, Luke took his draft to glass manufacturers to make this vision a reality. Soon enough, like all good ideas, Luke’s Vavoom Vodka spun into something bigger. Vavoom Vodka, whose bottles are made with Bruni glass, has become synonymous with the term “high-end, smooth luxury vodka.”
The vision propelled Luke Battiloro into the US’ distilled spirit industry, valued at $29 billion. However, he had to work even harder. To disrupt the industry, Luke decided to adopt a highly unconventional sales strategy. This strategy proved useful when the COVID-19 pandemic struck.
How does Luke Battiloro sell Vavoom Vodka? He sells it directly to customers online. During the pandemic, Luke’s online strategy helped push him to the same level as the world’s biggest private equity firms.
With Vavoom Vodka, Luke Battiloro wants his customers to enjoy both deluxe liquor and fine craftsmanship. Through his unique bottle, Luke wants to “empower women around the world to live their lives to the fullest.”
To show his vision to the world, Luke Battiloro has employed artist and video director Isaac Halasima to produce a video for Vavoom Vodka. Halasima is a famous video director, having worked with international pop-rock band Imagine Dragons. Watch the video here.
Interviewing Luke Battiloro, Founder of Vavoom Vodka
In your experience, which aspect of running an eCommerce brand tends to be most underestimated? Can you explain or give an example?
Luke Battiloro: “The little guy. The guy that knows how to get the sales can be very underestimated. You can work with an agency and pay them $100,000 / year, but there could be a go somewhere who just really knows how to funnel customers and knows how to get the buyers to buy. You know he or she is just someone who understands. A person like that can disrupt an industry, where with traditional e-commerce, you have 50 employees, but just one person knows the route and it changes everything. They don’t have to be wearing a suit, they don’t have to be playing at the country club. Just finding someone who knows what they’re doing. Being able to recognize the talent in others, and who can fill up the bank account?”
Can you share a few examples of tools or software that you think can dramatically empower emerging eCommerce brands to be more effective and more successful?
Luke Battiloro: “Shopify for one, and I’m not just biased because I’m a partner. I’ve been through all the other softwares, but Shopify gives you the tools to build an e-commerce platform on your own. There are countless apps out there that can do so many different things for you. Before you’d have to had three employees, but now you can download an app for $10 a month, and it replaces the employees and does it better and more efficiently.”
As you know, “conversion” means to convert a visit into a sale. In your experience what are the best strategies an eCommerce business should use to increase conversion rates?
Luke Battiloro: “Urgency, create an urgency. That can be a sale. What really works the best are two hour flash sales, or six hour flash sales. That urgency creates an urgency in the customers, and sticks to those urgency sales. So next time the customer will opt in. Also, it’s good to make it simple, the checkout process should be simple. Also button colors. Making the colors recognizable and good based on your business. These colors evoke different emotions and base them around what you are looking for in your business.”
Of course, the main way to increase conversion rates is to create a trusted and beloved brand. Can you share a few ways that an eCommerce business can earn a reputation as a trusted and beloved brand?
Luke Battiloro: “This again goes back to the reviews and the customer service. People like to know that they’re being taken care of when there is a problem. When you get reviews about your customer service, it instills this confidence that if I have a problem they’re going to help me.”
One of the main benefits of shopping online is the ability to read reviews. Consumers love it! While good reviews are of course positive for a brand, poor reviews can be very damaging. In your experience what are a few things a brand should do to properly and effectively respond to poor reviews? How about other unfair things said online about a brand?
Luke Battiloro: “With unfair things, you just try to stay positive, try to compensate for the thing you couldn’t control and stay positive. And then with poor reviews just try to help everyone. You’re selling a service, stand by your product and really stick to your guns and help the people who genuinely need it and ask for it.”
Ok super. Here is the main question of our interview. Based on your experience and success, what are the five most important things one should know in order to create a very successful e-commerce business? Please share a story or an example for each.
Luke Battiloro: The five most important to success in e-commerce business:
- Marketing for sure, you can have the greatest website in the world but if nobody sees it, you’re not gonna sell anything.
- Sales channels: Finding the right sales channels that are producing results.
- Customer Service: They really can make or break your business.
- Setting up achievable goals: Set goals that relate to how much money is coming in, your total business structure
Like many we feature, you are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
Luke Battiloro: “Well I have started the movement, so my nonprofit is, I Choose to Live, and it’s going to be a movement where we pay for cancer patients everyday bills and serve and help others.. So by buying a shirt you’re supporting Cancer patients. So much comes back to when you’re serving other people and not expecting anything in return.”
How can our readers further follow you online?
Luke Battiloro:“Well, I’m an extremely busy guy, and the only place they can find me is my Instagram page. It’s just @lukebattiloro, so I run my Instagram differently. I don’t post all the time, but I DO post a lot of stories about a variety of things. It helps people relate to me and helps them get to know me better. So every story I do every day, I put them in my highlights and there’s hundreds of them.”
This was very inspiring. Thank you so much for the time you spent with this!
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