Devil is in the Details Vancouver International Wine Festival 2013

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Improving wine retail effectiveness panel. Includes update of "It's All about Trust" in first two slides. Independent data, remarkably similar results. Most slides had builds and Slideshare has issues with font rendering.

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Devil is in the Details Vancouver International Wine Festival 2013

  1. 1. The is in the Details Paul Rickett Bowen Beer and Wine Cellar March 1, 2013 Twitter: @paulrickett Email:pdrickett@outlook.com
  2. 2. It’s All About Trust Update200% Wine Selection Influences Ranked Relative to Mean Score150%100% Mean50% 0% Trusted Friends & Store Bottle Restaurants Other store Canadian US Press Ind. Staff Family Signage Labels staff Press n=79 Bloggers Twitter: @paulrickett Email:pdrickett@outlook.com
  3. 3. 2 Years on, Different Country, Bigger Sample..... 40% 35% 30% 25%It’s All about AAWE #119Trust 20% 2012Paul Rickett Bradley J.VARKETING! 15% Rickard2010 Jill J. 10% McLuskey 5% Richard W. Patterson 0% F&F F&F+TS Sales+TS In Store Sales Ads/Press Internet Other Twitter: @paulrickett Email:pdrickett@outlook.com
  4. 4. Since 2010, Change is PerceptibleUS 21-25 age group 2x more likely to refer tointernet than 26-40 age group26-40 age group 2x more likely than >40 agegroupBut....regular wine drinking remains moreconcentrated in >40 age group Twitter: @paulrickett Email:pdrickett@outlook.com
  5. 5. A COMMUNITY LIQUOR STORE Twitter: @paulrickett Email:pdrickett@outlook.com
  6. 6. $18 avg btl wine Twitter: @paulrickettEmail:pdrickett@outlook.com
  7. 7. Know Thy Customer Twitter: @paulrickettEmail:pdrickett@outlook.com
  8. 8. ~500 Wines Twitter: @paulrickettEmail:pdrickett@outlook.com
  9. 9. Twitter: @paulrickettEmail:pdrickett@outlook.com
  10. 10. The is in the Details You Thank Twitter: @paulrickett Email:pdrickett@outlook.com

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