DTC BootcampLearnings from the trenches

Miryam ChaeDirector, Direct to Consumer

Life in DTC

Real Life in DTC

Office view

Key Learnings

Wine Club

What works• User Choice Clubs• Unique Events• Wine Club Gifts

No children were harmed in the making of this meme.

User Choice Learnings•Implemented Case Club• Increase conversion• Members Choice •Two shipments vs Four

Clos du Bois In ActionOpen Rate: 60-70%

Order Process• 57% purchase

User Choice• Increased retention•Longest retention in portfolio - 52 months

•You still maintain control• Inventory•Pricing•Timing – off cycle from regular club shipments

• Increased conversion•Highest conversion in portfolio – 5.6%

Unique Events

•Get creative•Let someone else do the work•Appeal to your customer base

Sporting Events

Giants – Triples Alley• 100 members• 2 hour event• 8-10 cases

Club Suite•40 members• 4-5 hour event• 6-7 cases

Club Cruises

• Approximately 40 members• Reception/Seminar/Dinner• 1-2 hosts• 10-15 cases

Wine & Chocolate Event

• 250 Attendees• $40/person

Surprise!

Clos du Bois• 397 gifts• 9+ years tenure• Increased Retention•Only 5 cancellations

Happy New Year• 2016 Calendar Robert Mondavi Winery• Gift in Nov Shipment• Includes:•Winery Events• Wine Club Months

Surprise & Delight• Focus on Retention Efforts•No item is too small (but can be too big)• Spice Rub• Wine Pourers• Tattoo stickers

Ecommerce

What works•Ecommerce•Shipping Programs•Action Emails•Feedback Widget

Today’s Online customer

Shipping Programs

Shipping Included

Star Shipping

$99 Membership

Shipping included on ALL orders

Wine ships via Ground

Program Learnings•Average order value up 33%•50/50 club vs non-club•Brand Loyal

Action Emails•AUTOMATED Personalized emails

•Examples:• Welcome to the club• Thank you for visiting• Birthday, Anniversary• Follow up Purchase messaging

Sent within 24 hours - Open Rate 40-50%Thank You for Visiting

Declined email•Open rate 50-60%• Allows for online account management• Reduced decline rates from 15% to <5%

Abandoned Cart Example•Delivered within 24 hours• Conversion = 15%• Phone Conversion = 50%

Action Emails•Targeted messaging for customers•Data collection is KEY•Example: Robert Mondavi Online Sign Ups

•Increased communication drives sales

Feedback Widget

Feedback Widget

How does it work?

•Real-time customer insights•Emails team immediately•Address issues & answer questions•Look for trends & opportunities

Voice of the Customer“Make font bigger on mobile”

“Your [online] prices are much higher then what I pay for your products [at retail]. What kind of deal is this? I buy most of mine from Target. This is insane.”

“We have found a few of your reds we love and direct from you is much better than trying to find them locally. Especially love the Briarcrest!”

Feedback Widget•Convenient communication• Insight into how well you’re doing•“Eyes & Ears” 24/7•Address Issues Quickly

•Voice of the Customer•Look for trends•Broader view of your brand

Wine Club Recap• User Choice Clubs• Unique Events• Wine Club Gifts

Ecommerce Recap

•Shipping Programs•Action Emails•Feedback Widget

Thank YouMiryam.chae@cbrands.com

707-967-6154