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2019 Oregon Wine Symposium | Metrics that Matter: How to Leverage 2018 Data to Drive 2019 Success

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Tracking metrics sharpens your analytical skills and this workshop will show you how to put these new skills into practice immediately back at your own winery. Lesley Berglund, creator and director of WISE Academy, will lead this hands-on session. Hear from Jim Agger of Wine Direct, who will examinine the key 2018 DTC metrics and recent trends for wineries in Oregon and beyond. Liz Mercer of WISE Academy will present cases studies on how successful DTC programs used metrics this past year to grow their business.

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2019 Oregon Wine Symposium | Metrics that Matter: How to Leverage 2018 Data to Drive 2019 Success

  1. 1. Logo here DTC METRICS THAT MATTER How to Leverage 2018 Data to Drive 2019 Success
  2. 2. JIM AGGER Wine Direct, VP Marketing & Business Development LESLEY BERGLUND WISE Academy, Co-founder & Chairman LIZ MERCER WISE Academy, Coach and Bluxome, GM DTC METRICS . . . OUR PANEL
  3. 3. YOUR WORKSHEET WINE CLUB • Tenure # of Months • Annual Attrition Rate • Top Quit Reasons • Customization? DIGITAL • % of Total DTC Sales • Mobile Friendly? AVERAGE ORDER VALUE • Tasting Room (POS) • Wine Club • Website TASTING ROOM • Avg. Monthly Visitation • Highest Sales Month(s) • Avg. Tasting Fees • Online Reservations?
  4. 4. WINE CLUB 1,800 wineries, 1.3 million club members 31 months average membership length 25% annual attrition rate
  5. 5. WINE CLUB ATTRITION Source: 2019 Wine Direct DTC Report, All Wineries Club Membership Size Annual Attrition Rate 1 - 100 16% 101 – 500 22% 501 – 1000 26% 1001+ 27%
  6. 6. WHY DO PEOPLE CANCEL THEIR CLUB? Source: 2019 Wine Direct DTC Report, Data Financial reasons 30% Too much wine 22% Health/ Pregnancy 20% Moving 11% Not Given/ Other 17%
  7. 7. SALES REVENUE BY CHANNEL Other 19% Wine Club 34% Tasting Room 33% Website 14% ALL WINERIES Source: 2019 Wine Direct DTC Report, Data Other 15% Club 38% Tasting Room 41% Website 6% OREGON WINERIES
  8. 8. AVERAGE ORDER VALUE $0 $50 $100 $150 $200 $250 $300 $350 POS Club Website 2015 2016 2017 2018 Club AOV increased +15% annually +49% since 2015 Source: 2019 Wine Direct DTC Report, All Wineries
  9. 9. AVERAGE ORDER VALUE $- $50 $100 $150 $200 $250 $300 $350 Club POS Website Oregon Average Oregon’s website AOV is 29% lower than the national average Source: 2019 Wine Direct DTC Report
  10. 10. IS YOUR WEBSITE MOBILE FRIENDLY?
  11. 11. TASTING ROOM SALES BY MONTH $- $10,000 $20,000 $30,000 $40,000 $50,000 $60,000 $70,000 Jan-18 Feb-18 Mar-18 Apr-18 May-18 Jun-18 Jul-18 Aug-18 Sep-18 Oct-18 Nov-18 Dec-18 OREGON OVERALL Source: 2019 Wine Direct DTC Report
  12. 12. INCREASING VISITATION Source: 2018 WBM/SVB Tasting Room Survey Report 0 200 400 600 800 1000 1200 1400 Average Oregon Washington 2014 2015 2016 2017 Oregon’s traffic has increased by 35% since 2014
  13. 13. RISING TASTING FEES & EXPERIENCES $- $5.00 $10.00 $15.00 $20.00 $25.00 Oregon Washington US Average 2014 2015 2016 2017 Source: WBM/SVB Tasting Room Survey Report +46% +82% +68%
  14. 14. THREE TASTING ROOM LEVERS Traffic Conversion Rate Average Order
  15. 15. TRAFFIC SORTED BY VISITORS Referral Source Guest Count Annual Revenue $ / Guest Return Guest, Member 4,920 220,263$ 44.77$ Guest, Return 2,703 56,527$ 20.91$ Referred, Friend of Member 1,986 27,851$ 14.02$ Passing By 1,549 15,342$ 9.90$ Online Reservation 600 21,615$ 36.03$ Internet 555 6,214$ 11.20$ Hotel 1 358 9,696$ 27.08$ Yelp 305 4,530$ 14.85$ Driver 1 302 4,203$ 13.92$ Driver 2 237 3,777$ 15.94$ All Others 6,485 389,982$ 60.14$ Total 20,000 760,000$ 38.00$
  16. 16. TRAFFIC SORTED BY REVENUE Referral Source Guest Count Annual Revenue $ / Guest Return Guest, Member 4,920 220,263$ 44.77$ Guest, Return 2,703 56,527$ 20.91$ Referred, Friend of Member 1,986 27,851$ 14.02$ Club Member, L Mercer 237 23,970$ 101.14$ Online Reservation 600 21,615$ 36.03$ Passing By 1,549 15,342$ 9.90$ Package, Group 233 11,953$ 51.30$ Club Member, J Agger 6 10,575$ 1,762.50$ Hotel 1 358 9,696$ 27.08$ Winery, 1 78 8,995$ 115.32$ All Others 7,330 353,213$ 48.19$ Total 20,000 760,000$ 38.00$
  17. 17. TRAFFIC SORTED BY $ / GUEST Referral Source Guest Count Annual Revenue $ / Guest Club Member, J Agger 6 10,575$ 1,762.50$ Donation, Local Association 16 2,341$ 146.31$ Winery, 1 78 8,995$ 115.32$ Club Member, L Mercer 237 23,970$ 101.14$ Hotel 2 17 1,362$ 80.12$ Club Member, L Berglund 51 3,901$ 76.49$ Print Ad, Local Mag 18 1,231$ 68.39$ Advisor, Trip 32 1,915$ 59.84$ Hotel 4 19 1,100$ 57.89$ Driver, 1 98 5,069$ 51.72$ Package, Group 233 11,953$ 51.30$ All Others 19,195 687,588$ 35.82$ Total 20,000 760,000$ 38.00$
  18. 18. ONLINE RESERVATIONS Source: 2019 Wine Direct DTC Report , Survey 50% of ”No’s” plan to add this year. DO YOU OFFER ONLINE RESERVATIONS? Yes 36% No 64%
  19. 19. INDUSTRY BENCHMARKS WINE CLUB • Tenure # of Months 31 Months • Annual Attrition Rate 25% • Top Quit Reasons Financial & Too Much Wine • Customization 84% DIGITAL • % of Total DTC Sales 6% Oregon vs. 14% Total US • Mobile Friendly 100% (Wine Direct platform) AVERAGE ORDER VALUE • Tasting Room (POS) $86 • Wine Club $179 • Website $217 TASTING ROOM • Avg. Monthly Visitation 703 • Highest Sales Month(s) May / June then Oct / Nov • Avg. Tasting Fees $14 Standard, $32 Reserve • Online Reservations 36% today, 68% soon
  20. 20. JIM AGGER Wine Direct, VP Marketing & Business Development LESLEY BERGLUND WISE Academy, Co-founder & Chairman LIZ MERCER WISE Academy, Coach and Bluxome, GM DTC METRICS . . . Q & A

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