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Wineries uncorking the digital world

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Formation donnée par Philippe Hugon, dirigeant de l'agence Vinternet et fondateur de la plateforme vin.co, aux étudiants en master 2 de l'INSEEC Wine & Spirits Insitute de Bordeaux le 3 novembre 2017.

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Wineries uncorking the digital world

  1. 1. Wineries uncorking the digital world Philippe HUGON / November 2017, the 3rd
  2. 2. Foreword
  3. 3. « It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change » - Charles Darwin
  4. 4. Let’s talk about me
  5. 5. §  Philippe HUGON, 49 §  Business School + Art & Design §  Start in the wine business at Vranken Champagne House §  Experience adversOsing & sales promoOon at Piment Rapp Collins (DDB Needham) §  Discover mulOmedia at Bacchus & Partners (HacheSe Filippacchi) §  Managing Vinternet since 1998 §  Co-founder of Wine and Co (ecommerce website) in 1999 – sold in 2001 §  Founder of vin.co (PIM for the wine & spirits industry) §  Currently based in Bordeaux @lesparcelles wine & digital co-working
  6. 6. Summary § Internet § Wineries § Case study § Business case § Take away
  7. 7. Internet §  A brief history of Internet… §  Where it stands today! §  What next?
  8. 8. A brief history of internet…
  9. 9. §  1957 Arpa (Military Network) §  1969 Arpanet (Ucla University) §  1976 Apple 1 §  1981 PC §  1990 World Wide Web (Tim Berners-Lee / HTTP / HTML) §  1995 Yahoo France, FranceNet, WolrdNet, CalvaCom, InternetWay, Imaginet §  1998 CreaOon of Google (Larry Page & Sergey Bin) §  2000 BursOng of the Internet Bubble §  2001 500 million Internet users in the world §  2004 CreaOon of Facebook (Mark Zuckerberg) §  2007 1 billion Internet users in the world / CreaOon of TwiSer (Jack Dorsey) / Launch of the iPhone §  2008 1,5 billion Internet users / 2% mobile users §  2009 / CreaOon of Uber (Travis Kalanick) §  2011 / CreaOon of Snapchat (Evan Spiegel & Bobby Murphy)
  10. 10. §  Change in web design (more ergonomic, streamlined) but not categories §  Social Networks real game changer for users but also for brands
  11. 11. §  Web 1.0 : focus on documents §  Mainly using emails, contents directories, not much ecommerce §  Web 2.0 : focus on users §  UGC (forums), social networks, ecommerce, API and mashups §  Web 2 : focus on datas §  RealOme, metadatas, tags and qrcodes access point to datas, twiSos §  Web 3.0 : uncorking AI §  Connected objects, bots, Augmented Reality
  12. 12. Where it stands today!
  13. 13. PenetraHon rate per country North America 88,1% Europe 80,2% Oceania/Australia 69,6% LaOn America/Caribbean 62,4% Middle East 58,7% Asia 46,7% Africa 31,2% Total 51,7% Source WORLD INTERNET USAGE AND POPULATION STATISTICS JUNE 30, 2017 http://www.internetworldstats.com/stats.htm
  14. 14. Usage in France §  85% have Internet access §  74% access everyday (95% amongst 18-24) §  Average Ome spent per week : 18 hours §  93% own a mobile, 65% a smartphone, 82% a computer, 40% a tablet §  Average Ome spent per day on mobile : 58 minutes! §  55% use a browser, 48% download apps §  60% have bought at least once in 2016 §  56% registered on at least one social network §  Average Ome spent on social network par day : 1h16 Source Etude Credoc 2016 https://www.blogdumoderateur.com/barometre-numerique-france-2016-credoc/
  15. 15. Most visited websites in France Source https://www.blogdumoderateur.com/chiffres-internet/
  16. 16. What next?
  17. 17. Hype Cycle for emerging technologies – July 2011 © Gartner
  18. 18. « In 20 years Hme, people might not be using an iPhone anymore, but they will sHll be drinking Dom Perignon » - Bernard Arnault
  19. 19. Wineries §  Opening up for wineries §  How to crush it! §  What most wineries do with it §  Change is now §  Case study
  20. 20. Opening up for wineries
  21. 21. Wine Market - From wineries’ view point
  22. 22. Wine Market - from consumers view point
  23. 23. How to crush it!
  24. 24. https://www.youtube.com/watch? v=OnXijAxiy8g&index=2&list=PLhQUfb__H5sTulA52A8DcwSZV-DltwXDM
  25. 25. Follow your customers It wasn’t harder to move from telex to fax to email!
  26. 26. Support new medias Most of them are growing new markets!
  27. 27. Give new comers a try Who knows who’ll be the next Amazon…
  28. 28. This is not bullshit !
  29. 29. On-Line et Off-Line sales are connected
  30. 30. IT has never been so powerful
  31. 31. What most wineries do with it
  32. 32. Showing adopHon §  Email, Wetransfer §  Skype §  Dropbox §  Have a Website (home made, custom made, wordpress,...) §  Sell online direct via their own ecommerce website (custom or ready- made, powerbouOque, prestashop, ...) or via planorms (lesgrappes, plugwine,...) §  AcOve on Social Networks (twiSer, facebook, instagram,...) §  Start paying adverOsing (wine fair websites, tradiOonal media’s websites, google adwords, facebook ads, ...)
  33. 33. But oUen misguided §  Email from Internet Service Provider (ISP) instead of a professional set up (Microsop Exchange, Google Suite,…) §  WeTransfer, Skype or Dropbox open used with personal account instead of Enterprise Account §  Website sOll designed as an adverOsing brochure instead of a online service… §  So naive about Search Engines OpOmizaOon (SEO) §  Right about selling online but remain below their Direct To Consumer (DTC) business potenOal §  So unequal on social networks §  So naive about Search Engines AdverOsing (SEA) and Social Media AdverOsing (SMA)
  34. 34. Change is now !
  35. 35. « Man must shape his tools lest they shape him » - Arthur Miller
  36. 36. You are here And here Be here And here And here And here And here And here
  37. 37. Take command §  Have all your informaOon always always at hand – adopt digital tools §  Make sure you are where your clients are and tell your story – see the web and social networks as street markeHng §  Listen to your customers and keep up with evoluOon – stay tuned
  38. 38. Digital tool - essenHels §  Gmail §  Dropbox §  YouTube §  Flickr §  Vin.co §  Google Places
  39. 39. Web & social networks - essenHels §  Linkedin §  TwiSer §  Facebook §  Facebook Fan Page §  WordPress §  Shopify §  Instagram / Pinterest
  40. 40. Stay tuned - essenHals §  Google Alertes §  Hootsuite §  Wine Searcher Follow a few winegeeks #winelover
  41. 41. Case study §  Famille Perrin §  Webstory §  Digital assets §  Take aways
  42. 42. Famille Perrin
  43. 43. Famille Perrin §  Winegrowers since 5 generaOons §  Set in the south of the Rhone Valley §  Family values §  In search of innovaOon to serve products and consumers
  44. 44. Webstory §  First « website » (subscripOon to a wine portal) for Beaucastel in 1995 §  Invested in design for Beaucastel in 1999 §  Created an extranet for Domaine Perrin §  Dedicated website for La Vieille Ferme in 2003
  45. 45. §  Redesign website for Beaucastel in 2007 §  Migrate Domaines Perrin’s Extranet to Wine Media Library in 2007 §  Start e-commerce website in 2009
  46. 46. § Create a webapp to showcase Domaine Perrin wines on tablet in 2009 § Create website dedicated to Beaucastel Vintages in 2009 § Build a dedicated website for Maison Nicolas Perrin in 2010 § Create a website for restaurant l’Oustalet in 2010
  47. 47. § Redesign of Maison Nicolas Perrin and Beaucastel website in 2013 § Redesign website for their restaurant l’Oustalet in 2013
  48. 48. § Dedicated website for Miraval in 2013 redesigned a year later § Create a website for Famille Perrin in 2013 § Build an iOs app to showcase Famille Perrin’s pornolio on iPad
  49. 49. § Had given up blogging as soon as 2010 to move to twiSer and Facebook § New approach to La Vieille Ferme with Social Network in 2014
  50. 50. § Migrate e-commerce to Shopify in 2015 integrated mailchimp § Shopify POS in winery shop § Investment in SEA and SMA since 2016 § Currently working on redesign of most websites
  51. 51. Digital assets §  Each brand has a digital strategy of its own §  All wine datas are centralized via vin.co §  Each brand’s website can easily evolve §  Direct sales are driven through unique planorm (shopify e-commerce + POS)
  52. 52. Miraval-provence.com Maison-nicolas-perrin.com 2014.Beaucastel.com Beaucastel.com Lavieilleferme.com familleperrin.com m.familleperrin.com Familleperrin.vin.co Perrindirect.com facebook.com/beaucastel
  53. 53. Take aways §  Willingness of the winery (leadership of owner) §  AmbiOon to grow brands (search for new opportuniOes) §  Acceptance that it is a never ending process §  Solved problem of data management (right tool and people in charge) §  Long term relaOonship with the agency but always challenging costs
  54. 54. Business Case §  Facing today’s wine & digital markeOng challenges §  Vin.co : one helpful soluOon §  Business case : how would you market vin.co in other wine producing countries?
  55. 55. Facing today’s wine & digital markeHng challenges §  MulH-channel Management Control the quality of informaOon on your brands and products whatever the device and distribuOon channel §  Improve Customer Experience Share with your clients an uptodate and enriched informaOon on your brands and products whenever they connect §  Reduce costs All this is costly and requires constant availability. How can you get both quality and cost control?
  56. 56. Over 2000 french wineries, from small winegrowers to industry leaders
  57. 57. Connected 24/7 A private cloud for you to store and share all of your brands & products marketing assets
  58. 58. Centralize all your digital assets Upload all your datas and easily create your wine presentations
  59. 59. Let vin.co update all of your channels in real-time All your communication and sales channels automatically updated
  60. 60. Your winery’s account on vin.co
  61. 61. A friendly user interface to centralize the storage of your logotypes, photos, brochures and press reviews
  62. 62. Easily manage your wine catalog, organize it into collections, brands, ranges
  63. 63. Differentiate your wine presentations depending on the vintage and languages.
  64. 64. vin.co will automatically create the formatting depending on the device to suit your brand image
  65. 65. vin.co will automatically create the formatting depending on the device to suit your brand image
  66. 66. Choose in the app market place for new channels to promote your wines
  67. 67. Control real-time how each channel works best
  68. 68. A selection of apps you can connect to your account
  69. 69. Extranet Portfolio, photo gallery, diaporamas…
  70. 70. Printable wine data sheet Ready to print wine presentation, tablecards, tasting note books…
  71. 71. Mobile wine portfolio mobile friendly wine presentation, custom design, add click and buy and POS promotion
  72. 72. Easy integration to your websites Facebook app, widgets, WordPress plugin, Shopify App…
  73. 73. Product authentification vincod sets as a unique identifier to recall your wine datas from anywhere (like the ISBN for books)
  74. 74. No limit to connect more channels
  75. 75. Documented API Synchronize your account with any third party service or connected objects
  76. 76. Documented API Synchronize your account with any third party service or connected objects
  77. 77. DISCOVERY OFFER Free Create your wine catalog and start with 3 apps : Mobile wine Web-App, Product Sheet and Product Display for free in less than 5 minutes. 1 account 2 apps: Mobile wine portfolio Product Display (Add more apps starting at 60€) Wineries can use it for free
  78. 78. BASIC 29€/month Ideal for a good start. Store up to 1 Go and step in social networks 1 account 1 Go Media Library Analytics In addition to Discovery Offer PDF Facebook App Or choose to subscribe STANDARD 79€/month Improve your presence. Double storage capacity and start personnalizing 2 accounts 2 Go Media Library Custom Design Analytics In addition to Basic subscription Responsive webapp Diaporama Ecommerce widget ADVANCED 129€/month Grow your visibility. Add btob channels and engage your sales network 3 accounts 3 Go Media Library Custom Design Analytics In addition to Standard Subscription Plugin WordPress Shopify App
  79. 79. PRO 159€/month Accelerate your growth. Add btob channels and engage your sales network 5 account 5 Go Media Library Custom Design Analytics In addition to Advanced Subscription Marketing Extranet Data Extract BUSINESS 249€/month Take control ultimately. Personnalize your portfolio content and fully connect your network 10 account 10 Go Media Library Custom Design Analytics Custom Fields In addition to Pro subscription API Developer BUSINESS PLUS Ask for a quote Any specific Needs. Synchronize with your ERP, CRM or EDI, develop specific apps…
  80. 80. Hosting 24/7 Your datas are hosted on dedicated web servers. You can access your account 24/7. All subscription fee include Real-time updatesà jour instantanées Vin.co automatically updates all your channels without you having to worry. Statistics Analyse the audience on each of your channels realtime. Customer Care Assistance personnalisée Need help? You can email us 24/7. We will respond within 48h.
  81. 81. Visit http://vin.co Email support@vin.co Facebook & twitter @vinpointco
  82. 82. Business Case §  How would you market vin.co in another wine producing country of your choice?
  83. 83. You rock!!
  84. 84. Take away §  Not to forget §  InspiraOon
  85. 85. Not to forget
  86. 86. §  Have the story telling and wine data sheets ready §  OpOmize the website §  Tidy up the social media accounts §  Establish an editorial calendar §  Make sure emails and social media posts are answered §  Reach out for content creators §  Never give up
  87. 87. InspiraHon (Consumer trends that fit in – Sce eVineyard)
  88. 88. Instant §  Consumers are impaOent and want everything immediatly §  This applies to content §  This also applies to the delivery of goods ordered over the internet
  89. 89. AdaptaHon §  21st century is about individuality §  Create unique products according to consumer’s needs and desires
  90. 90. Transparency §  Consumers are becoming more educated and picky §  They make purchase decision only aper they gather all the informaOon about the product
  91. 91. AuthenHcity and stories §  Story sell the product §  There is no beSer way to experience wine when you get to know the story behing
  92. 92. Well-being §  Consumers are in search of a balance life §  The product which has a posiOve impact on the consumer health sells beSer
  93. 93. Events §  Drinking wine with friends ouside, while good music is playing somewhere behind… §  It’s not new but it works
  94. 94. Thank you !
  95. 95. Let’s keep in touch Email. phugon@vinternet.net TwiSer @phhugon Facebook/phhugon Linkedin /Philippe Hugon Come & visit us 115 rue David Johnston 33000 Bordeaux
  96. 96. Photos credits §  hSps://www.trendhunter.com/trends/roboOc-exoskeletons-wearable-agrirobot-power-suit-assists-farm-harvest-and §  hSps://www.viOsphere.com/actualite-73375-ViOculture-de-precision-des-difficultes-de-deployer-les-drones-au-vignoble.htm §  hSp://www.lavilog.com §  hSp://winestartups.fr/#barnoir §  hSps://i.pinimg.com/736x/v/64/2e/v642e54df325c5b1e804383e8cd1a34--markeOng-exp%C3%A9rienOel-microsop-surface.jpg §  hSp://www.museedesconfluences.fr/fr/ressources/minitel-1 §  hSps://i.yOmg.com/vi/HJUt_x0gwug/maxresdefault.jpg §  hSp://s.newsweek.com/sites/www.newsweek.com/files/2016/03/30/smart-wine-boSle-kuvee-wifi-iot.jpg §  hSps://www.objetconnecte.net/cefaly-objet-connecte-migraine-0407/ §  hSps://www.washingtonpost.com/graphics/naOonal/security-of-the-internet/history/ §  hSp://www.radionz.co.nz/assets/news/53186/eight_col_Sleeping_man_in_bed_with_smartphone_16x10.jpg?1447632088 §  hSps://r.lvmh-staOc.com/uploads/2014/07/ba-comex-660x974.jpg §  hSps://www.vigneron-independant.com/club-partenaires §  hSps://m.youtube.com/watch?v=lWmv2pBSLd4 §  hSp://amour-incondiOonnel.a.m.pic.centerblog.net/71c0191d.jpg §  hSp://www.tekenessi.fr/popim/n347/p-katmandou.sac.de.noeuds.13.jpg

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