Recently, Silicon Valley Bank and Wine Business Monthly conducted a survey on Tasting Room best practices. Here, SVB’s Rob McMillan, Wine Business Monthly’s Cyril Penn and an industry panel discuss the findings and share insights into:
You can also download the full report.
In 2013, 3.4 million cases of wine shipped in the United States (ShipCompliant 2014 DTC Report). Online sales are growing at the fastest pace in history and staying connected to your customers is critical. Here are five customer touch points that will drive DTC wine sales and keep your biggest fans coming back:
1. Give them what they want
In some cases, your e-commerce website is the customers first touch point with your brand. Analyze your data to better understand the top varietals customers are purchasing and display those first. Make it easy for customers to shop by setting up your website to cater to the interests of your top-tier customers and providing easy drill down tools by category.
Know your customer demographics and ensure images and content on the homepage are relevant. For example, if females represent your highest demographic, add teasers and event announcements for fashion shows, cooking classes, Pinterest parties and so on. Keeping customers connected beyond the initial purchase will build brand loyalty.
2. Be sure to say thank you
This customer touch point is first and foremost. Customers want to hear from you and it isn’t always the first sale that’s the most important. You want to drive repeat sales, so focus on the second sale. When the second sale happens, you’re doing something right. You’ve converted a first time buyer to a repeat customer. Set up an email that is sent following every online or tasting room transaction that includes a personal note from the winery staff, order confirmation, maybe a few notes about the wines purchased, and an invitation to connect at an event or through the wine club. Communicate your brand story in all customer interactions.
3. Map out the tasting room experience
Many of us have had an unfortunate tasting room visit that has felt more like a cattle call on a busy weekend. By mapping out the tasting room experience, your team can better serve customers at the tasting bar, in private areas, or at seated tastings. Add advance reservation tools to your e-commerce website so that first-time visitors are given choices for the type of tasting experience they prefer. Do visitors want a sit down wine and food pairing, a descriptor tasting, or are they celebrating a birthday or anniversary with friends? By offering 3-4 tasting options by price tier, your winery can better qualify visitors and provide personal service upon their arrival. Cross reference reservation information in the e-commerce system to understand if visitors are club members or have previously purchased. Have a birthday gift or decorations set up if a club member or large group makes a reservation to celebrate their birthday with friends. This customer touch point gives your staff the tools needed to have meaningful conversations and establish long-term relationships.
4. Dazzle the customer with a mobile POS
In the tasting room, at a sit down tasting experience, or outside at a member pick up party, the use of a mobile POS has improved customer service. In many cases, it has even increased the average spend per customer. Not having to wait in a long line to check out in the tasting room makes an incredible impression. Carrying the purchase to the customer’s table is an excellent customer touch point. Mobile POS tools give winery staff the information needed when interacting with members and first-time visitors. By recording customer preferences, future communication can be tailored and better received.
5. Personalize club member experiences
Your club members are your biggest fans and continue to reinvest their time and money in your brand. Wineries have the greatest opportunity to grow DTC wine sales and expand reach through the club sales segment. Set up an annual member touch point plan to include a mix of phone calls, emails and hand written correspondence. Don’t make the club shipment the only time a member hears from your staff. Revisit each member touchpoint quarterly and improve messaging, recommendations and personalization whenever possible. Use social CRM tools to better understand your club members by interests, hobbies, job titles, affiliations with charitable organizations and community groups. Include custom messaging in the member portal and update bi-monthly to keep surprising with thoughtful touches. Set up alerts within your e-commerce and CRM systems to notify staff of customer birthdays, club anniversaries and important member milestones. Create VIP touch points for the top 30-40% of club members by lifetime value and treat them well. Showcase your members through social outlets and club newsletters. Let members shine and help share your brand story!
About the Author:
Sandra Hess, Founder of DTC Wine Workshops, supports wineries large and small in the areas of technology and process improvements to grow DTC sales and retain loyal customers. DTC Wine Workshops is a consulting company serving wineries throughout the United States.
Tammy Boatright, Founder of VingDirect did a great job in her presentation this past week, offering valuable statistics and information shared around various DTC wine sales channels and the importance of paying attention to each one. Customer service is key to creating memorable experiences and building long-term customer loyalty. From the moment a potential customer calls a winery to the day they visit for the first time, consistency is needed in delivering a WOW experience. Great stories are shared when customers are dazzled and delighted. Is your winery ready to deliver an exceptional customer service experience in 2014? Check out the article at:
DTC Expert: Cater Outreach to Winery Customer - Wines & Vines - Wine Industry News Headlines.
I was invited to join as a guest speaker in the first show of its kind in the Wine Industry. Check out this Podcast moderated by Courtney Holmes, Founder of “Talk is Sheep Marketing” as she facilitates a discussion around Tasting Room Trends and Best Practices. This Podcast was recorded using Google’s new “Hangout” technology. Hear from Hilarie Larson, certified specialist of wine and wine educator, North Wind Wine Consulting as well as Jeff Butler, Director of Marketing and Sales for Brander Vineyards in Santa Ynez, California. There is a bit of a delay in some areas of the podcast as the new Google technology is still being rolled out and tested. Thank you for your patience. The kinks should be worked out by Episode 2. Enjoy!
It is the first show of its kind to air in the wine industry. It was inspired by the juicy and fun format of the ABC daytime show, “The View” and the podcast, “The Beancast”. The show is about taking the masterminds in the wine business industry and putting them all together to agree, disagree and take a completely different interpretation on the questions asked.
The show will be recorded via the latest technology of Google+ Hangouts HD video conferencing to be republished on Youtube on Monday September 9th, 2013. The show will be different from the boring webinar teleconferences with 50+ slides that provide just way too much information. Because the show is simply a panelist format – no single objective or message is pushed. This isn’t about promoting a philosophy and business strategy. It is about sharing ideas. Its that simple.
The topic for the first show is “Tasting Room Experience” and will address the following:
The panelists on the first show include:
Courtney Holmes, Talk is Sheep Marketing, Host
Holmes comes from a background in newspaper journalism and public radio. She decided to merge her love for wine, media and technology when she launched her company in early 2011. Today, she focuses on design and marketing for the wine industry.
Sandra Hess, DTC Wine Workshops
Hess comes from a background in sales and marketing management in technical sales. While working for a dynamics CRM services company, she managed the winery CRM product and helped wineries improve sales, marketing and customer services departments. After working for Vin65 and eWinery she launched her consulting business, DTC Wine Workshops.
Jeff Butler, Director of Marketing, Brander Vineyards
Jeff Butler was born in Santa Barbara and grew up on the grounds of La Purisima Mission in Lompoc, where his father was a park ranger. He became enamored with wine while working as a climbing guide in South America, and followed this passion back to the Santa Ynez Valley in 2005 to learn the art of fine wine production. Since then, he has managed vineyards, made wine for Dierberg Vineyard, and consulted on Champagne-style sparkling wine projects. Currently Director of Marketing for Brander Vineyard in Los Olivos, he enjoys surfing, reading, climbing, writing, and cooking in his free time, and is enough of a dork to roast his own coffee.
Hilarie Larson, Northwinds Wine Consulting
Hilarie currently brings her experience and enthusiasm to California where she was instrumental in the start up and staff training for Europa Village in Temecula Wine country. She does consulting with winery owners to develop well trained and educated teams for their tasting rooms and wine clubs. She hosts tasting events/classes for corporate and private clients as well as continuing her own wine education.
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