Direct Wines on course to hit annual sales target after strong Christmas performance

By Richard Siddle

Published: 20 January, 2014

Direct Wines is on course to hit its annual financial targets after a strong Christmas performance, particularly online, according to group chief executive, Simon McMurtrie.

McMurtrie has confirmed to Harpers.co.uk that Direct Wines enjoyed a strong December performance that has put it on track to hit its annual targets both in the UK and internationally.

He said: "If you have a good December it means you can expect good repeat purchases between January and June. "

Christmas Day falling on a Wednesday meant it could push sales right through the vital final week of sales with orders still being taken on the Monday before Christmas.It allowed for an extra burst of promotion and communication both with existing and new customers.

He was particularly buoyed by a strong online performance which saw an increase of 24% in sales.

Not only did it show, stressed McMurtrie, that it had an attractive online offer, but it was also vitally succeeding in attracting younger consumers to Direct Wines, a key part of its growth strategy.

"It also means we have widened our pool of new customers," he added.

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