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Using technology to win over wine consumers
- 1. Wine Industry Technology Symposium June 25, 2015 Using Technology to Win Over Wine Consumers @UncorkdMenus
- 3. 26.37% 26.73% 30.77% 40.00% 50.00% 47.25% 43.56% 35.58% 28.46% 19.74% 26.37% 29.70% 33.65% 31.54% 30.26% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 21-30 31-40 41-50 51-60 61+ Which of the following choices do you prefer to drink most when dining out? Wine Beer Spirits 2015 Uncorkd Survey of Alcoholic Beverage Selections in Restaurants
- 4. Technology at the Point of Influence
- 5. Influencing Consumers …On the Shelf …On the Menu
- 6. 1.Using a Reserve List 2.Position on List 3.Glass and Pour Sizes 4.Including Prices
- 8. Only 27% of Wine Drinkers Believe Brand is an Important Factor When Ordering a Wine 2015 Uncorkd Survey of Alcoholic Beverage Selections in Restaurants
- 9. What Do Consumers Want to Make a Better Decision When Ordering Wine in a Restaurant?
- 10. Tasting Notes on the Menu 59% Suggested Food & Wine Pairings 55%
- 11. 48.79% 25.09% 18.69% 5.88% 1.56% 0% 10% 20% 30% 40% 50% 60% Never Rarely Sometimes Most of the time Almost always While at a restaurant, how often do you share any part of your dining experience on social media, such as Facebook, Twitter, or Instagram? 2015 Uncorkd Survey of Alcoholic Beverage Selections in Restaurants
- 12. 31.87% 32.67% 38.46% 53.08% 73.03% 34.07% 33.66% 20.19% 24.62% 17.76% 21.98% 26.73% 28.85% 15.38% 7.24%9.89% 3.96% 9.62% 6.15% 1.97%2.20% 2.97% 2.88% 0.77% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 21-30 31-40 41-50 51-60 61+ While at a restaurant, how often do you share any part of your dining experience on social media, such as Facebook, Twitter, or Instagram? Never Rarely Sometimes Most of the time Almost always 2015 Uncorkd Survey of Alcoholic Beverage Selections in Restaurants
- 13. Free Download of 2015 Uncorkd Survey of Alcoholic Beverage Selections in Restaurants http://www.uncorkd.biz/resources
- 14. Consumer Technology & Effectiveness
- 15. 85.05% 5.69% 4.98% 2.31% 1.96% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% I've never used any alcohol related app I've installed an app, but never use it Once every few months Once a month Once a week or more How frequently do you use any type of wine, beer or alcohol related app on your mobile phone? 2015 Uncorkd Survey of Alcoholic Beverage Selections in Restaurants
- 16. Consumer Apps
- 17. Digital Kiosks
- 18. Delivery Apps
- 19. Beacons
- 20. Tablet Menus at the Table
- 23. Robert Mondavi Beacon Tour
- 24. How to Win Wine Consumers
- 25. Data • What data can we measure? • What data is useful and actionable? Analyze • How can we segment our customers? • Demographic, Behavioral, Psychographic Marketing • Use timely and relevant messages • Drip marketing, A/B testing, engagement
- 26. Courtesy of HubSpot Inbound Marketing Toolbox
- 27. Tell your Brand Story Create Engagement Build Brand Loyalty
- 28. 12,000 Orders in 48 Hours 19,000,000 Views & 1,500,000 Customers
- 29. Channels Distributor Retail Tech & Apps Social Media Blogs Reviews Information Accessibility Multi-Platform, Multi-Device, Multi-Channel
- 30. Food and Wine Pairings Tasting Notes Ratings What Information Consumers Want
- 32. Consumers have access to information whenever and wherever they want. When used effectively, technology can win over wine consumers.