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Wine eCommerce

BUS-800-102-14-SU:Wine eCommerce

Presented by: Ron Scharman

May, 14. 2014Session:2

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Wine eCommerce

QUESTION FOR THE SEMESTER:

How do we sell a 3-dimensional

story in a 2-dimensional world?

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Wine eCommerce

Tell your story + tell it well

(the magic 15%)

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Wine eCommerce

HOW IS WINE SOLD ONLINE?

Winery Retailer – 8,000+ wineries in North America

Internet Retailer – www.wine.com, www.elanvineyards.com(17/20)

Discount Internet Retailer – www.wineaccess.com

Marketplace – www.vintnersalliance.com

Community Member Site – www.winecommune.com

Flash Sale/Daily Deal Site – www.winestillsoldout.com

Affiliate Marketing Site – www.bottlenotes.com

Wine Auction Site – www.winebid.com

Cause Marketing Wine Site - www.onehopewine.com

Direct to Trade Site – www.winetradedirect.com

Growing Number of Wine

CommerceBusiness Models

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How Important is the

DTC Channel to the Majority of the

8,000+ Wineries and Wine Brands?

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Wine eCommerce

...VERY!! SMALL WINERIES DOMINATE DTC

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eCommerce Basics

The digital footprint is increasingly important for

small-to-medium-size wineries that are shut out of the three-tier distribution channel.

It starts with a great website…………

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Building Blocks for Websites

Factors to Consider• Software platform• Compliance Solution• Design/Project

Management• Features• Why websites fail to

perform

Software/Compliance• CMS/Cart Options• Cost• Training/Ease of use• Integrations -ShipCompliant,

CRM, Marketing options• Designer considerations, data• User experience, SEO

Why Winery Websites Fail• Design by committee, boring• Hard to navigate, hard to buy• Not engaging brand story or user

experience• Bad Q/C, stuff doesn’t work• Browser incompatibility• Content/Data not updated

Features• Ease of shopping – “1 Click”• Ease of navigation• Compliance made easy• Rich, relevant content –SEO• Multiple data capture opportunities• Promotional marketing tools

Design• Designer/template• Site Map/Navigation • Wire frames/sketches• Functionality testing• Brand relevance• User Experience

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Wine eCommerce

WINERY COMMERCE ECOSYSTEM

Mobile Commerce

Wine Apps

SMS Text

Commerce Anywhere

Pop Up

Virtual Commerce

Social Commerce

Facebook/Pinterest/Twitter

Crowdsource

POS

Mobile POS

Kiosk

Tasting Room

Wine Club

Allocation/Mailing List

Email

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Wine eCommerce

DTC Best Practice: 360 Degree Customer View

eCommerce

Wine Club

Allocations

Tasting Room

Recipe Engine

Social Media (Social

Commerce)

Mobile

Telesales (inbound & outbound)

SMS (Text)

Email Marketing

Visitor Reservations

Newsletter

Mobile POSSearch Engine Optimization

(SEO)

Retail Locator Winery

commerce ecosystem

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Questions?If you have a question please type it into the Questions box on your screen.

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Assignment for Week 3

Go out and visit winery or wine retail websites

Find one that executes engagement strategy well

Find one that poorly executes engagement strategy

Email me your picks