3 ways to sell wine online - kevin williams - vin65
TRANSCRIPT
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Sell More Wine Online
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Hello, my name is Kevin Williams
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Ecommerce Is Growing
2010 2011 2012 2013 2014 2015 2016
167.3 billion
194.3 billion
224.2billion
256billion
289.8 billion
325.2billion
361.9billion
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DTC Wine Is Growing
2010 2011 2012 2013 2014 2015
2.66 million
2.93 million
3.17 million
3.5million
3.9million
4.19million
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1,200+ Ecom Sites on Vin65
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Its Getting Easier
201034 States
201644 States
“Source: Maryland DTC Report”
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Ecommerce Isn't Easy
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Wine Being Sold Online Is Small
Wine Apparel Electronics Books General Retail
3%
14%
35%
74%
9%
It’s easy to see thisdoubling or tripling
“Source: http://rainmaker-labs.com/2015-ecommerce-trends-and-predictions-for-2016”
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Bait, Buy, Bag
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#1 - Bait
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Email Is The Most EffectiveDigital Marketing Tactic
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How Do You Capture Emails?
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Incentivize your staff
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Use Kiosks
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Targeting Your Customers
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Customers Want Value
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Single Focus
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Mobile Friendly
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Personalize
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Give Something Away
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Focus on the Subject Line
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Cellar Cab on Sale Until Tuesday!
Free Shipping for 48 Hours Only!
VIP Party -You're Invited June 1st!
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Vin65 Platform Email Open Rates
Average 26% Open Rate
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
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Time To Send
Sunday
26.5%
Monday Tuesday Wednesday Thursday Friday Saturday
29.4%32%
30.1%
26.5%28.1% 27.4%
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• Ask the first 20 people for their email• Wait 5 days – send them a thank you email• Monitor in 30 days
1. Start collecting emails
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• First time buyer• Repeat customer• Loyal customer• Club member
2. Segment your email list
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#2 - Buy
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Wife said no
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Apple said yes
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Make It Easy To Buy Online
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Product Drilldown
Cabernet SauvignonOnly 3 left in stock
$24.99
Add To Cart
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Big Photo
Cabernet SauvignonOnly 3 left in stock
$24.99
Add To Cart
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Big Bold Buy Button
Cabernet SauvignonOnly 3 left in stock
$24.99
Add To Cart
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Availability
Cabernet SauvignonOnly 3 left in stock
$24.99
Add To Cart
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Customer Ratings & Reviews
Cabernet SauvignonOnly 3 left in stock
$24.99
Add To Cart
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Cart
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Buttons Guide The User
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Estimated Order Total
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Clean Checkout
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Navigation Removed
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Minimal Questions
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Not Forced to Create An Account
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Make It Easy To Buy On Mobile
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Vin65 Mobile Traffic
2010
5%
2011 2012 2013 2014 2015
10%
18%
27%
31%35%
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2015 DTC Traffic
35% of website traffic
5% of sales
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General Retail Stats
Almost 1/3 of sales are mobile
“Source: https://www.internetretailer.com/2015/08/18/mobile-commerce-now-30-all-us-e-commerce”
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What Makes a Great Mobile Site?
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Seamless Responsive Design
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Simplify The Page
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Simplify Forms
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Secure
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Faster
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Shop Your Own Site
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• Large bottle shots• No forced login on checkout• Great mobile experience
1. Make it easy to buy wine
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• Use your mobile phone• Surf your website and buy a bottle of wine• Go through the process• Make it better
2. Shop your own site
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#3 - Bag
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What's a Great User Experience?
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You've Got To Get Personal
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Club W
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Personalize It
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Personalize It
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Personalize It
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Personalize It
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The Experience Doesn't EndWhen The Checkout Happens
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Order Confirmation
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Order Has Shipped
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Order Delivery Date
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Delivery Exception
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SMS Messaging
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• Get action emails setup• Abandoned carts• Credit card expiration• Order confirmation• Delivery notices
1. Automate your marketing
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• Visitors - Ask them to rate their experience• Purchasers – Ask them to rate your wine • Get them to buy again on your website
2. Smart call to action
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Bait, Buy, Bag
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Thank [email protected]