Nicole Poggi

Change the perspective to put the customer first – a case study

How to quickly revise the business model to better serve customers and boost their purchasing experience? Tilda from LA inspires us

Tempo di lettura: 4 min
Tags: #business model#case study#innovation

Tilda, a small wine bar & retail shop in Los Angeles, found itself right in the middle of a pandemic and was forced to close its doors, just like most of the city’s restaurants.
Maintaining the enthusiastic, forward-looking spirit that was a part of its very DNA, Tilda saw this as a terrific opportunity, even though it had been open only a few weeks, and knew that it had to quickly revise its business model in order to better serve its customers.

From a wine bar to a successful retail outlet with a customer-oriented approach.
Question: What kind of value could be added to that?
Answer: Think about the customer involved in the purchasing experience and facilitate a human connection with the brand.


  • Re-design the interior space to create a better purchase pathway
  • Provide the customer with a telephone to dialogue with the Tilda staff on the other side of the glass security partition, so that customers could watch the staff, see their order being put together, and get advice, thus creating a relationship with them in a time of great isolation and distancing.
  • Launch a wine club with a different theme each month
  • Install attractive, eye-catching signage to guide the customer through the spaces and purchase process
  • Ensure contactless takeaway

“People want to be involved, feel listened to and pampered, and all that in a space that should be much larger than their apartment.” 
- Christian Stayner

, co-owner

Many shops have had to readjust their spaces, through signage for security and distancing.
But Tilda, once again, saw this as an opportunity to re-fashion, re-tell itself and to project its brand identity in a personal, involving manner.
Again, in contrast to those who launched online sales without having store staff to guide and recommend, to demonstrate caring and value, Tilda thought of a way to make the customer feel that s/he was at the centre of everything.

Here’s the interview with Jason, co-owner

Nicole – what helped you to reframe a new business model?
Jason – Luckily we had offered retail wine prior to the pandemic, so we were able to pivot quickly to a contactless model. We set up new shelving in front of some large windows to keep our staff separate from customers. It took a little time to get into the groove, but everyone is quite used to it be now.

Nicole – How are consumers reacting?
Jason – Customers have been very responsive! Our audience is really appreciative the covid precautions we’re taking for them and for our staff. With the wine window, we aimed to make something with safety in mind, but that also was charming and enjoyable for customers to use.

Nicole – Did their purchase decision change with Covid? Eg they’re looking at more consumer driven wines, organic, etc
Jason – I’d say our wine offerings have been a small pleasure to help with the monotony and stress of the pandemic. We’re definitely seeing a focus on value, but also a renewed interest in learning about wine and trying new producers and varietals. People are cooking more often and of course spending more time at home, so we’ve tried to offer products to support that, not only wine but pantry items and kitchen staples. We launched a wine club early on during the pandemic and it’s been growing every month—even though there is no in-person component, I think it still provides a sense of belonging and gives people something to look forward to.

Nicole – Your brand system is so original, where did you take inspiration?
Jason – Thank you! Our branding and interiors were both done in collaboration with Stayner architects and the principal there is a co-owner of Tilda. We started by inventing a persona for Tilda: a wine lover, of course, but also an unfussy art collector and everyday gourmand, a bit of an eccentric and mystic, warm and unpretentious. We tried to carry those characteristics through everything: the branding, physical space, menu offerings, and hospitality.

importante! people and roles

Thanks to  Jason Goldman, Tilda’s co-owner with his business and life partner Christian Stayner. Carrie Funk is the general manager and wine director.

We will be back to LA and come to say hi to Echo park!


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