dtc and the next five years
TRANSCRIPT
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DTC and the Next 5 YearsTop 5 Trends and How To Prepare Now
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Hello, my name is Andrew Kamphuis
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DTC and the Next 5 YearsTop 5 Trends and How To Prepare Now
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Predictions Are Tough
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Wine DTC 2008-2016
200834 States
201644 States
“Source: Maryland DTC Report”
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Wine DTC 2010-2015
8.72%
91.28%
10.19%
89.81%
2010 2015
“Source: ShipCompliant, Wine Institute, Gomberg Fredrikson”
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Wine DTC 2010
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DTC and the Next 5 YearsTop 5 Trends and How To Prepare Now
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Online Retail 2010-2015
2009 2010 2011 2012 2013 2014 2015
34 billion40 billion
48 billion54 billion
61 billion
69 billion79 billion
“Source: http://www.practicalecommerce.com/articles/92465-4-Predictions-for-2015-Holiday-Shopping-Season”
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Wine Is At A Tipping Point
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Millennials Are Becoming AffluentDTC Wine Tipping Point
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Buying Direct And Online Is Growing
DTC Wine Tipping Point
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Wine Internet RetailersDTC Wine Tipping Point
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Wine Being Sold Online Is SmallDTC Wine Tipping Point
Wine Apparel Electronics Books General Retail
3%
14%
35%
74%
9%
It’s easy to see thisdoubling or tripling
“Source: Wine Institute, SVB Tasting Room Survey, and ShipCompliant ”
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DTC and the Next 5 Years5 Changes in 5 Years
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Wine Clubs Are DyingLong Live The Modern Wine Club
#1
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Your Wine Club
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Sign Up ProcessYour Wine Club
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FrequencyYour Wine Club
February May
DecemberOctober
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20% Off All Wine10% Off All Non-WineReduced Shipping RatesYearly Wine Club Party
BenefitsYour Wine Club
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Lets Look At Some Modern Clubs
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Dollar Shave Club
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Sign Up ProcessDollar Shave Club
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Sign Up ProcessDollar Shave Club
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Sign Up ProcessDollar Shave Club
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Sign Up ProcessDollar Shave Club
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MarketingDollar Shave Club
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Upgrade OptionsDollar Shave Club
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Dollar Shave Club
Launched 2012
2 Million Members
Valuation: $500+ Million
“Source: http://techcrunch.com/2015/06/22/dollar-shave-club-raises-75mm-to-fend-off-gillette-and-harrys/”
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Blue Apron
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Sign Up ProcessBlue Apron
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Sign Up ProcessBlue Apron
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Sign Up ProcessBlue Apron
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Sign Up ProcessBlue Apron
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Sign Up ProcessBlue Apron
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MarketingBlue Apron
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Upgrade OptionsBlue Apron
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Cancel CapabilityBlue Apron
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Blue Apron
Launched 2012
3 Million Meals Per Month
Valuation: $2 Billion
“Source: http://techcrunch.com/2015/06/09/blue-apron-cooks-up-135-million-in-series-d-funding/#.3amcp1:qxZk”
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Club W
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Sign Up ProcessClub W
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Sign Up ProcessClub W
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Sign Up ProcessClub W
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Sign Up ProcessClub W
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Sign Up ProcessClub W
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Sign Up ProcessClub W
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MarketingClub W
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Upgrade OptionsClub W
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Upgrade OptionsClub W
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The Next 5 YearsOf Wine Club
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Needs To Be PersonalThe Next 5 Years of Wine Club
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Users Want ChoiceThe Next 5 Years of Wine Club
Join White Club Join Red Club
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Instant GratificationThe Next 5 Years of Wine Club
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Reorder When NeededThe Next 5 Years of Wine Club
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Informative Reorder ProcessThe Next 5 Years of Wine Club
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Change/ Remove Shipments Online
The Next 5 Years of Wine Club
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What Can You DoToday To Prepare?
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Start A User Choice ClubWhat Can You Do Today To Prepare?
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Pre-Shipment EmailsWhat Can You Do Today To Prepare?
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Make Marketing FunWhat Can You Do Today To Prepare?
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DTC and the Next 5 YearsTop 5 Trends and How To Prepare Now
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Personalization RulesWow The Customer Or Perish
#2
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Your Website
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Repeat Visitor
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Club Member
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Red Wine Lover
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White Wine Lover
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Amazon.com
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Your Email
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Amazon.com Email
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Your Email Schedule
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Amazon.com Schedule
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Why Personalization?
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People Are Egotistical
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It Gets Results
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Millennials Are Your Next Customer
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Next 5 Years Of Personalization
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Track User Activity
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Real-Time Website Modifications
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Targeted Landing Page
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Previous Browsing
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Leverage Cross-Device Communications
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Email Frequency Personalized
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Make Customers Feel LikeMore Than A Number
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Deliver On Promises
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What Can You DoToday To Prepare?
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Say HelloWhat Can You Do Today To Prepare?
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Dynamic HomepageWhat Can You Do Today To Prepare?
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Smart Call To ActionWhat Can You Do Today To Prepare?
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DTC and the Next 5 YearsTop 5 Trends and How To Prepare Now
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20% Of Your Sales Will Be GlobalLook Outside Your Own Backyard
#3
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Tasting Room Customers
“Source: http://www.visitnapavalley.com/press-release-visit-napa-valley-releases-the-2014-napa-valley-visitor- industry-economic-impact-report-and-visitor-profile-121.htm ”
86% 14%
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Website Customers
100% 0%
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Global Possibilities
You're missing 14%
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Current Global Ecommerce
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Global Consumers Value USA Brands
Current Global Ecommerce
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Are From Outside The USA
Current Global Ecommerce
“Source: ”“Source: http://multichannelmerchant.com/global-ecommerce-meeting-challenges-growing-opportunities”
46% Of AmazonSales
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24% Of Purchases Are Made With Retailers Outside Of Their Own Country
Current Global Ecommerce
“Source: http://multichannelmerchant.com/global-ecommerce-meeting-challenges-growing-opportunities”
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Ecommerce GrowthCurrent Global Ecommerce
Image Source: Trellis “Source: http://multichannelmerchant.com/global-ecommerce-meeting-challenges-growing-opportunities”
15% 26%
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Challenges In Global Ecommerce
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ComplianceChallenges in Global Ecommerce
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ShippingChallenges in Global Ecommerce
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Payment ProcessingChallenges in Global Ecommerce
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Lack Of ExperienceChallenges in Global Ecommerce
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Challenges Can Be Overcome
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Opus One
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Next 5 Years OfGlobal Ecommerce
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Logistic Solutions
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Technology Evolving
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Increased Education
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Foreign Competition
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China is the Largest Opportunity
94.2%
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What Can You DoToday To Prepare?
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Start SmallWhat Can You Do Today To Prepare?
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Focus On Your Top PerformerWhat Can You Do Today To Prepare?
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Find A 3rd-Party ProviderWhat Can You Do Today To Prepare?
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Don't ForgetWhat Can You Do Today To Prepare?
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DTC and the Next 5 YearsTop 5 Trends and How To Prepare Now
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Mobile RevenueWill Overtake Desktop
#4
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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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General Retail Stats
Mobile Ecommerce
“Source: http://www.emarketer.com/Article/Happy-Holiday-Season-Expected-Retailers/1012898”
32% 14%General Ecommerce
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General Retail Stats
Mobile sales exceed desktop
“Source: http://marketingland.com/black-friday-weekend-e-commerce-thinned-crowds-mobile-devices-drove-traffic-153761”
BLACKFRIDAY
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Micro Session is the New Norm
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Short Attention Spans
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While You Wait At The Dentist
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While You're Commuting
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When SFO Has Yet Another Delay
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Information At Your Fingertips
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Next 5 Years OfMobile Ecommerce
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Millennials Will Buy WineWith Their Phones
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Mobile Revenue WillOvertake Desktop Revenue
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Seamless Shopping Experience
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What Can You DoToday To Prepare?
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Responsive SiteWhat Can You Do Today To Prepare?
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Remove BarriersWhat Can You Do Today To Prepare?
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Focus On SpeedWhat Can You Do Today To Prepare?
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Call To ActionWhat Can You Do Today To Prepare?
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Study Ecommerce LeadersWhat Can You Do Today To Prepare?
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DTC and the Next 5 YearsTop 5 Trends and How To Prepare Now
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Delivery - 2 Days Or LessFast, Flexible and Free
#5
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Your Current Shipping Solution
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5-7 Day DeliveryYour Current Shipping Solution
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Weather HoldsYour Current Shipping Solution
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Line Haul – 3 WeeksYour Current Shipping Solution
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Your Competitors Solution
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Your Competitors Solution
Drizly
Same Day
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Your Competitors Solution
Club W
2 DayFedEx HAL
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Your Competitors Solution
Naked Wine
Same Day DoorMan
FedEx HAL
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Your Competitors Solution
Amazon
1 Hour Delivery
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Consumer Expectations
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Consumer Expectations
Delivery When They Want It
1 2 3 4 5
6 7 8 9 10 11 12
13 14 15 16 17 18 19
20 21 22 23 24 25 26
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Consumer Expectations
Flexibility
vs
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Consumer Expectations
Better Return Options
“Image Source: Shyp”
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Next 5 Years Of Delivery
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“Image Source: The Blaze”
Real Time Delivery
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Delivery As Competitive Advantage
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What Can You DoToday To Prepare?
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Estimated DeliveryWhat Can You Do Today To Prepare?
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TrackingWhat Can You Do Today To Prepare?
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Tracking EmailsWhat Can You Do Today To Prepare?
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Ship QuicklyWhat Can You Do Today To Prepare?
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DTC and the Next 5 YearsTop 5 Trends and How To Prepare Now
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Conclusion
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Wine Is Not Special
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Push the Ecomm Bar
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Push the Fulfillment Bar
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Thank You!www.vin65.com/blog