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Bus 800-102-14-su - class 2 - Ronald Scharman

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  • 1. 1BUS-800-102-14-SU Wine eCommerce BUS-800-102-14-SU:Wine eCommerce Presented by: Ron Scharman May, 14. 2014 Session:2
  • 2. 2BUS-800-102-14-SU Wine eCommerce QUESTION FOR THE SEMESTER: How do we sell a 3-dimensional story in a 2-dimensional world?
  • 3. 3BUS-800-102-14-SU Wine eCommerce Tell your story + tell it well (the magic 15%)
  • 4. 4BUS-800-102-14-SU 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 Commerce Business Models
  • 5. 5BUS-800-102-14-SU Wine eCommerce How Important is the DTC Channel to the Majority of the 8,000+ Wineries and Wine Brands?
  • 6. 6BUS-800-102-14-SU Wine eCommerce ...VERY!! SMALL WINERIES DOMINATE DTC
  • 7. 7BUS-800-102-14-SU Wine eCommerce 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…………
  • 8. 8BUS-800-102-14-SU Wine eCommerce 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
  • 9. 9BUS-800-102-14-SU 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
  • 10. 10BUS-800-102-14-SU 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 POS Search Engine Optimization (SEO) Retail Locator Winery commerce ecosystem
  • 11. 11BUS-800-102-14-SU Wine eCommerce Questions? If you have a question please type it into the Questions box on your screen.
  • 12. 12BUS-800-102-14-SU Wine eCommerce 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