Miryam León
Head of Marketing and Communications Department
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“Data management is key to understanding our visitors and personalizing their experiences”
Since its founding in 1988, Bodegas David Moreno has been a benchmark for quality, deeply connected to the land, the vineyard and the family. Today, it has managed to embrace digitalisation and achieve a balance between deep-rooted tradition and modernity that is advancing by leaps and bounds. A process that, far from breaking with its essence, enriches it and extends it to new frontiers.
Miryam León, head of the Marketing and Communication department, tells us how, through the use of digital tools, the winery has managed to reach a global audience without losing the essence that characterises it. “With these solutions we can reach more people, but the soul of Bodegas David Moreno remains the same,” says Miryam León proudly. It is this connection with the roots that continues to guide their day-to-day life, from production to the experience they offer their visitors.
One of the pillars on which digitalisation has left its deepest mark is in the area of Wine Tourism. Pioneers in opening the doors of the winery to visitors from the beginning, Bodegas David Moreno has managed to transform the experience into an unforgettable and modern journey. “Our Wine Tourism department has evolved over the years, implementing tools that have facilitated both internal management and customer experience. From an Excel spreadsheet, which was how reservations were first managed, to what we have today. Currently, thanks to digitalization, we can offer the customer a more personalized and efficient experience,” explains the Marketing and Communications manager.
One of the most notable innovations has been the introduction of a self-guided tour, ‘At your own pace’, where visitors can enjoy the tour with an audio guide through their own mobile device. “Our biggest concern was acceptance among middle-aged people, but fortunately, we have seen that the process has been fluid and problem-free,” says León. “The change to digital is being very natural for everyone,” he emphasizes.
Another key aspect of this digital transformation has been its new reservation platform, which has optimized internal organization and improved the customer experience. “We have been working with a reservations centre for years and this year we opted for a change that would adapt to new tools and cutting-edge technology,” emphasises León. “Having a new reservations platform has allowed us to organise visits more efficiently, optimise times and facilitate customer reception,” she explains. This tool, explains the winery, not only improves logistics, but also allows visitors to have more autonomy when making changes to their reservations, giving them total control over their experience.
As the Marketing and Communication department states, digitalisation has been essential to further personalise its services thanks to data management, a key aspect in Bodegas David Moreno’s vision for the future. The winery understands digitalisation not as an end, but as a path in constant evolution. “We believe that collaboration with technology companies is essential. Sharing knowledge with other wineries and companies in the sector can help us move forward, while always maintaining our identity. There is still work to be done and the best news is that we are on the right track,” concludes Miryam León. A process in which they continue to advance without giving up what makes them unique: their closeness, their family essence and their authenticity.