It’s all about trust vpiwf rev3


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Slides from a presentation given at Vancouver Playhouse International Wine Festival in April 2011. Uses data from published study (download info in slides) on consumer influences on wine purchases plus extra material from other customer surveys done in our store.

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It’s all about trust vpiwf rev3

  1. 1. It’s All About Trust<br />Who & What Influences Consumer Wine Purchases<br />Paul Rickett<br />VPIWF, April 1 2011<br />
  2. 2. Annual Customer Survey<br /><ul><li>4th annual survey
  3. 3. 2 pages in 2010, most on first page
  4. 4. Mix of standard and unique questions each year
  5. 5. 2010 Focus – Influence and BC wine
  6. 6. Results statistically accurate for our store +/-10%
  7. 7. 52/48% male/female response
  8. 8. Respondents buy 10K btls wine each year/drink 1.3 btlsp.w.</li></li></ul><li>“When it comes to wine, I tell people to throw away the vintage charts and invest in a corkscrew. The best way to learn about wine is the drinking.”<br />--- Alexis Lichine<br />
  9. 9. The Challenge is...<br />Getting consumers to move beyond their ‘default’ brand or type of wine<br />Propensity to try something new varies by gender and age<br /> Females 2:1<br /> Males 4:1<br />Age group 26-40 8:1<br />Source: BIBWS customer survey 2008<br />
  10. 10. So who influences what those ‘Experimenters’ buy?<br />
  11. 11. Major Influences<br />
  12. 12. People Use Multiple Influences...<br />Respondents<br /># of Influences marked as Important<br />
  13. 13. ...Some are more frequent than others<br />33% <br />Use local Press<br />91% <br />Use trusted store staff<br />& FF<br />61% <br />Use other store staff<br />
  14. 14. Influences work differently ...<br />By Age<br />
  15. 15. ...from every angle<br />
  16. 16. Influence increases nearer <br />Point of Purchase (POP)<br />
  17. 17. Influence at P.O.P.<br />?<br />Today<br />
  18. 18. Changing Influences<br />Future<br />
  19. 19. A Validating Postscript<br />
  20. 20. You can pay £1300…<br />Wine consumers wary of blogger recommendations, according to research <br />Independent bloggers are one of the least trusted wine information sources in the UK, USA and France, according to research published today, despite the growing importance of the Internet as a source of information about wine. <br />Data published in the new Wine Intelligence Internet and Social Media report series shows that 1 in 5 regular wine drinkers in the UK trust what independent bloggers say about a wine, compared with the 50%+ who trust what they hear over the counter in a wine merchant. <br />Trust levels for blogger recommendations are similarly low in the USA, while 80% of US regular wine drinkers say they trust what their local wine merchant recommends. The French are even more sceptical, with only 10% of wine drinkers seeing independent bloggers as a trusted source.<br />Wine Intelligence Ltd. Report 25/1/11 <br /><br />
  21. 21. … Or, download a FREE copy of It’s All About Trust at<br />
  22. 22. Thank you <br />Have a great VPIWF<br />Twitter: @paulrickett<br />Email:<br />