Using technology to sell wine direct-to-consumerA day in the life of the modern wine consumer.

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The most profitable way to sell wine, especially for smaller production wineries, is direct to the consumer. How is your business working to expand this sales channel?

The state of the industryConsumer direct wine sales set to expand at a rapid rate

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Direct-to-Consumer profitabilitySmall production wineries stand to gain most

In 2010, direct-to-consumer sales accounted for $3.4 billion dollars.Consistent 10% growth over past twelve months.DTC sales growing at more than 2x the overall industry growth rate.Consumers are buying increased volume of wine at higher prices in 2012.For small producers (>5,000 cases), selling a small margin of cases directly to consumers can have a huge influence on their bottom line.

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DtC by Region and Variety

Pinot Noir, Cabernet Sauvignon remain strong Lower inventory drives bottle prices up

As inventories decline, and the market expands, bottle prices will rise. Napa continues to lead the way, mostly because the region is home to more high-end Cabernet producers who command more money for their wines. Oregon and Washington seem to have steady upward growth in prices as well.

Washington and Oregon sell distinctly different varietals, and have seen promising growth in their direct-to-consumer sales.

Although Washington leads Oregon in overall wine production, their total sales over twelve months came in at $34.7 million vs. $42.3 million for Oregon.

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Evolution of a Customer

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Can customers find you?Discovery

Local search results show nearby business matching your search term.

Paid advertisements related to your search term.

Organic search results display below the local listings.

Reports suggest 80% of people find websites from search engines. Is yours one of the sites being found?

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Word of mouth

How do people find you?

Wine crosses over into so many lifestyles, and there are plenty of ways to attract new customers and gain brand exposure, including:

Wine, food, travel forums

Existing customers

Referrals from local businesses

Social media channels

Friends and family

Special events

Wine publications and blogs

Discovery

Use Twitter to monitor discussions relevant to your winery or location, and engage directly with people looking for advice. Encourage user reviews on sites like TripAdvisor.

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Is your website engaging?Engagement

1. Product announcement – Bring attention to new wines, and promote them to the visitor.

2. Newsletter signup – Capture visitor emails, and offer an incentive.

3. Wine club – Offer signup and special deal with clear call to action.

4. Social media – Integrate your social media profiles with your website.

5. Shop online – Provide visitors quick and easy way to buy your wine.

6. Visit us – Easily locate the winery, make reservations, or find directions.

7. Blog – Include fresh and informative content about your brand.

8. My account – Ability to access user profile information, apply discounts.

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The rise of mobileMobile websites bring visitors to your business and create sales

Mobile website benefits

80% of local searches happen on mobile phones.

61% of mobile visitors call that business and 59% visit the business.

Mobile commerce is growing rapidly and will become a dominant sales channel.

$31 billionIn 2016

Up from $10 billionIn 2012

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Building relationships in the tasting room

Every visitor in your tasting room is a potential customer, and should be treated as such. When they enjoy their experience, they’re more likely to purchase wine, join your wine club, and share that experience with friends.

Collect email wherever possible

Encourage “check ins” via FourSquare, Facebook

Promote reviews of your business (Yelp, TripAdvisor) and wines (Cellartracker)

Communicate benefits and incentives that club members receive

Convey your winery’s story/background/message

Don’t be afraid to ask for the sale

Engagement

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One customer, one database

Whether a customer buys wine in your tasting room, or on your website, their information flows to one central location. You’ll benefit from less maintenance and enjoy increased marketing potential by instantly accessing purchase history.

Ways you benefit:

Full purchase history in one system

Segmenting customers for marketing

Customer can access their profile online

Winery can access customer information from anywhere

One central customer record shared across

multiple systems

Acquisition

Tastingroom

Wine club

Website

Customerrecord

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Building brand ambassadors

Once the visitor purchases wine, or joins your wine club, they become a customer. You have their personal information and wine preferences to use to further the relationship and re-engage the customer after they leave the tasting room. The point-of-sale system captures and saves customer information and allows cashiers to easily recall this data and deliver a better customer experience.

When you have a customer’s contact information, you can connect with them and use that information to build loyalty and create ambassadors. Those customers will continue to buy wine from you, and will share their experience with family and friends.

Build loyalty through:

Email campaigns

Wine club collateral

Loyalty rewards

Events

Promotions & incentives

Brand awareness

Social media channels

“…there is a lot of unfulfilled potential, particularly in getting users who are comfortable buying in one direct channel to reach across and buy using other direct mechanisms.”

– Richard Halstead, Wine Intelligence

Loyalty

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Customer relationship management

Discover what’s possible

Our system delivers the best possible solution for managing your direct-to-consumer channel and helping you to expand this important sales channel.

Save time and moneyUnderstand your customersSell more wine

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Email: daniel@ewinerysolutions.com

Phone: (707) 260-0305

1700 Soscol Ave. Ste. 3 Napa, CA 94559

Mobile: (707) 225-2704

CONTACT US

Get in Touch To learn more or request a demo, get in touch with us.

http://www.ewinerysolutions.com

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