A day in the life of a wine consumer by eWinery Solutions


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eWinery Solutions provides software solutions to the wine industry to help them excel in their day to day activities and sell more wine direct to consumer. Learn how the typical life cycle works for a wine consumer, and how our software helps wineries succeed in their day to day activities.

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A day in the life of a wine consumer by eWinery Solutions

  1. 1. Using technology to sell wine direct-to-consumerA day in the life of the modern wine consumer. Brought to you by 01
  2. 2. The state of the industryConsumer direct wine sales set to expand at a rapid rate The most profitable way to sell wine, especially for smaller production wineries, is direct to the consumer. How is your business working to expand this sales channel? 02
  3. 3. Direct-to-Consumer profitabilitySmall production wineries stand to gain most In 2010, direct-to-consumer sales accounted for $3.4 billion dollars. Consistent 10% growth over past twelve months. DTC sales growing at more than 2x the overall industry growth rate. Consumers are buying increased volume of wine at higher prices in 2012. For small producers (>5,000 cases), selling a small margin of cases directly to consumers can have a huge influence on their bottom line. 03
  4. 4. DtC by Region and VarietyPinot Noir, Cabernet Sauvignon remain strong Lower inventory drives bottle prices up As inventories decline, Washington and Oregon and the market sell distinctly different expands, bottle varietals, and have seen prices will rise. Napa promising growth in continues to lead the their direct-to-consumer way, mostly because sales. the region is home to more high-end Although Washington Cabernet producers leads Oregon in overall who command more wine production, their money for their total sales over twelve wines. Oregon and months came in at $34.7 Washington seem to million vs. $42.3 million have steady upward for Oregon. growth in prices as well. 04
  5. 5. Evolution of a Customer 05
  6. 6. Discovery Can customers find you?Reports suggest 80% of people find websites from search engines. Is yours one of the sites being found? Local search results show nearby business matching your search term. Paid advertisements related to your search term. Organic search results display below the local listings. 06
  7. 7. Discovery Word of mouthHow do people find you?Wine crosses over into so manylifestyles, and there are plenty ofways to attract new customers andgain brand exposure, including:Wine, food, travel forumsExisting customersReferrals from local businessesSocial media channelsFriends and familySpecial eventsWine publications and blogs Use Twitter to monitor discussions relevant to your winery or location, and engage directly with people looking for advice. Encourage user reviews on sites like TripAdvisor. 07
  8. 8. Is your website engaging?Engagement 1. Product announcement – Bring attention to new wines, and promote them to the visitor. 2. Newsletter signup – Capture visitor emails, and offer an incentive. 3. Wine club – Offer signup and special deal with clear call to action. 4. Social media – Integrate your social media profiles with your website. 5. Shop online – Provide visitors quick and easy way to buy your wine. 6. Visit us – Easily locate the winery, make reservations, or find directions. 7. Blog – Include fresh and informative content about your brand. 8. My account – Ability to access user profile information, apply discounts. 08
  9. 9. The rise of mobileMobile websites bring visitors to your business and create sales Mobile website benefits 80% of local searches happen on $31 billion mobile phones. In 2016 61% of mobile visitors call that business and 59% visit the business. Up from $10 billion Mobile commerce is growing In 2012 rapidly and will become a dominant sales channel. 09
  10. 10. Building relationshipsEngagement in the tasting roomEvery visitor in your tasting room is a potential customer, and should be treated as such. When they enjoy their experience, they’re more likely to purchase wine, join your wine club, and share that experience with friends. Collect email wherever possible Encourage “check ins” via FourSquare, Facebook Promote reviews of your business (Yelp, TripAdvisor) and wines (Cellartracker) Communicate benefits and incentives that club members receive Convey your winery’s story/background/message Don’t be afraid to ask for the sale 10
  11. 11. Acquisition One customer, one databaseWhether a customer buys wine in your tasting room, or on your website, their information flows to one central location. You’ll benefit from less maintenance and enjoy increased marketing potential by instantly accessing purchase history.Ways you benefit: Full purchase history in one system Segmenting customers for marketing Customer can access their profile online Website Winery can access customer information from anywhere One central customer record shared across multiple systems Customer record Wine club Tasting room 11
  12. 12. Loyalty Building brand ambassadorsOnce the visitor purchases wine, or joins your wine club, they become a customer. You have their personal information and wine preferences to use to further the relationship and re-engage the customer after they leave the tasting room. The point-of-sale system captures and saves customer information and allows cashiers to easily recall this data and deliver a better customer experience.When you have a customer’s contact information, you can connect with them and use that information to build loyalty and create ambassadors. Those customers will continue to buy wine from you, and will share their experience with family and friends.Build loyalty through: Email campaigns “…there is a lot of unfulfilled potential, particularly in getting users who are comfortable buying in one direct channel to Wine club collateral reach across and buy using other direct mechanisms.” Loyalty rewards – Richard Halstead, Wine Intelligence Events Promotions & incentives Brand awareness Social media channels 12
  13. 13. Customer relationship managementDiscover what’s possibleOur system delivers the best possiblesolution for managing your direct-to-consumer channel and helping you toexpand this important sales channel.Save time and moneyUnderstand your customersSell more wine 13
  14. 14. Get in TouchTo learn more or request a demo, get in touch with us.CONTACT US1700 Soscol Ave. Ste. 3 Napa, CA 94559Phone: (707) 260-0305Email: daniel@ewinerysolutions.comMobile: (707) 225-2704http://www.ewinerysolutions.com 14