A look at using data to drive a better customer experience in winery ecommerce, club, and POS.

1. Using data to drive business decisions
Andrew Kamphuis
Commerce7

3. 2.5M
In 1 Sec
125K
In 1 Sec
521K
In 1 Sec

4. 39%
Rarely Collect
Data
42% 51%
Don’t Have
Tech Resources
Unable to
Access Data

5. Using data to drive business decisions
and increase sales

6. Hello, my name is
Andrew Kamphuis

7. Founder Past President

8. POS • Ecommerce • Wine Club • CRM • Reservations

10. Us

12. Use data to
improve the
customer
experience

16. What is one
measurement we
should look at?

17. Net Promoter Score

18. Net Promoter Score
1 2 3 4 5 6 7 8 9 10
What is the likelihood that you would
recommend our winery to a friend or colleague?

19. Net Promoter Score
1 2 3 4 5 6 7 8 9 10
Detractors PromotersPassive
% - % = NPS

20. NPS: 50

21. • Specialty Stores: 52
• Brokerages/Investments: 46
• Online Shopping: 43
• Airlines: 39
• Credit Cards: 37
• Hotel: 36
• Banking: 34
• Travel Websites: 18
• Cable TV: -6

22. Close the loop

25. 3 initiatives to
Improve Customer
Experience
and the supporting data matrix

26. Improve Customer Experience
1. Use data to create more personalized
experience
2. Use data to create a better club
experience
3. Use data to create a better tasting
room experience

27. Using data to create a more
personalized experience

29. 44%
Likely to become a
repeat buyer
49% 40%
Buy a product they
didn’t intend to
Purchase something
more expensive

31. “Add to Cart”

32. “Add to Cart”

33. Using data to create a better club
experience

36. User choice sells more
24.5%
$33.21

37. 24% of users were engaged

38. Add rather than remove

39. Using data to create a better cellar door
experience

41. Customer Capture

43. “Actionable Alerts”

44. Us

46. Use data to
improve the
customer
experience

47. POS • Ecommerce • Wine Club • CRM • Reservations