Presentation concerns developing online sales by wineries as an additional channel. Especially important now after the wildfires that will likely reduce wine tourism, and with that a potential decline in direct sales of wines through tasting room and club sales. Study uses the research tradition of cognitive economics. It discovers three distinct consumer mindsets towards online wine sales by wineries, the emotions driving interest in online wine sales, and three suggested strategies that will increase sales by 56%.

1. Stephen D. Rappaport & Howard R. Moskowitz
Research Sponsored by Nomacorc
©2017. Stephen D. Rappaport. All rights reserved.
Millennials* Mindsets & Money …
And Selling Wine Online
• And GenXers & Boomers
Executive Summary

2. Howard R. Moskowitz,
Ph.D.
Stephen D. Rappaport

3. Before We Get Started, Let’s Discover Your Mindset
about Buying Wine Online from a Winery
• Click the graphic above to use our mindset typing tool.
It will open in a new window outside the presentation. If
it doesn’t work, use this link: http://goo.gl/DZNK7t
• Learning your mindset will help make the presentation
more understandable to you.
• Clicking will take you to a web page. Answer each of
the four questions honestly. (You can play around later
with different patterns).
• After answering, click “submit,” and your mindset type
will be identified.
• Did you agree with the mindset assigned to you?
• Then return to the presentation.

4. Purposes of the Study
To help wineries grow revenue and profits by:
– Increasing the contributions from Direct to Consumer (DTC) sales in
the sales mix
– Specifically focusing on DTC sales through a winery’s branded site
– Concentrating on bottle sales, not wine club sales
– Exploring Millennials, Gen Xers, and Boomers
To provide strategic and tactical guidance – targeting and
messaging - that wineries can adopt today to help make their
bottle sales e-commerce operations more successful through
consumer research using the techniques of:
– Mind Genomics
– Cognitive economics
– Motivating emotions
Experimental Psychology
Applied Neuroscience

5. What Did We Set out to Discover?
• The interests of our respondents in ideas of buying
wine online directly from a winery, and if they vary
by generation
• The mindsets of our respondents in order to identify
segments for marketing purposes
• The emotions motivating our respondents when they
think about what idea most excited them about
buying wine online
• Strategies for marketing to the mindsets
– What to say? How to say it? Whom to say it to? Why?

6. The People We Studied
• 944 Respondents (100%)
– Millennials, 21-34 (33%)
• 21-26 (17%)
• 27-34 (16%)
– Gen Xers, 35-49 (34%)
– Boomers, 50-69 (33%)
• Half Men/Half Women
• Purchased wine in last 6 months
– 82% within last 1 month
– 94% within last 3 months
– 06% within last 6 months

7. The Discovery Research Process
©2016 Stephen D. Rappaport Consulting LLC and
iNovum LLC
SURVEY
ANALYZED DATA
Total
Sample
Seg 1 Self
Driven Online
Banking
Seekers
Seg 2
Technology/
High Security
Seekers
Seg 3
Collaborative
Online Seekers
Seg 4 Personal
Touch with
Technology
Base Size: (267) (105) (50) (59) (53)
Constant: 31 34 28 31 26
OC1 Connect online in 'real time' with a customer rep via instant
messaging, voice over IP or video conferencing via your
computer 0 2 2 5 -13
OC3 Faster loan application process…work in real time online with a
loan officer 0 0 -8 12 -8
OC4 Our bank's customer service reps will help you browse and use
our online banking services -1 0 -6 10 -10
OC2 Use our online tool to find and schedule at your convenience an
online working session with an expert such as investment broker,
insurance agent, and/or loan officer -3 1 -11 6 -12
ON3 We will answer all your requests in 'real time' by email, instant or
text messaging 1 7 -11 3 -1
ON4 We offer 'On demand' status reports for services requests (e.g.,
loan application) delivered to you via e-mail, text or instant
messaging
1 6 -4 -3 0
ON2 No more paper mail... We will send you statements and images of
transactions securely by email -2 5 -17 -5 2
ON1 We allow you to pay bills securely using your mobile devices (cell
phone, PDA, Blackberry, etc.) -4 2 -13 -9 -2
BR3 We offer a bank-issued smart card so we can recognize you
entering the branch and process your needs faster 4 2 6 -3 13
BR4 Choose a secure eye or finger security scan to identify you
immediately in-branch and at ATM 4 3 10 -1 3
BR2 We have the most secure biometric system that identifies you as
you enter the branch so we can process your needs faster 2 -1 8 -5 6
BR1 We will recognize our customer's mobile phone signal when
entering a branch so we can recommend appropriate bank
products, promotions and special services -4 -3 -6 -11 2
Online Collaborative
Online Other
In-Branch Recognition
No more paper mail – we will send you copies of statements by secure e-mail
Securely manage your account by PDA, Internet of automated telephone
Our banks customer services reps will help browse & use our on-line services
Manage all your banking needs with a state of the art kiosk and be confident
that live help is available if you need it
No more paper mail – we will send you copies of statements by secure e-mail
Securely manage your account by PDA, Internet of automated telephone
Our banks customer services reps will help browse & use our on-line services
Manage all your banking needs with a state of the art kiosk and be confident
that live help is available if you need it
MINDSETS INTERESTS & DOLLAR
SEGMENTATIONS
Recruited
through online
panel
May 25-30, 2012
944 Completes
316 Millennials
DEVELOPED ideas FOR VIGNETTES (Stories)
STUDY POPULATION: Adults 21+
Online Panelists
Read and Rate
IdeaMap
MINDSET ASSIGNMENT
Emotional
Motivations

8. Orientation Screen

9. 36 Ideas Tested about Buying Wine Online
Directly from Wineries

10. We Mix the Ideas and Have Study Participants Rate the Combinations
“We experience the world as a mixture” … Howard Moskowitz
 Vignettes are constructed by randomly taking one
idea from 3 or 4 silos and combining them
 The vignettes are dynamically generated according
to an experimental design
 Each respondent sees a different set of 48
vignettes. No two sets are the same.
 1-9 Rating Scale for
vignettes
 Two rating questions:
1) Interest in Buying
Wine Online from the
Winery 2) Price
Expected to Pay for the
Wine

11. Overall, Interest in Buying Wine Online from
Wineries is Meh
• Total Sample
– Low going-in interest (Constant)
is 22
• About 1 in 5 people are
“naturally” interested in
buying wine online from a
winery
– No ideas work to raise interest a
meaningful amount – 10 or more.
• No “wow” ideas.
– Uphill battle to interest wine
buyers to purchase wine online
from a winery
• We segmented the data to see if
groups emerged that allowed
targeting

12. By Segmenting Patterns of Response to Ideas we
Discovered 3 Unique Mindset Groups
• Discerning
• “Buys into” Winery and its
Wines
Mindset
2
Mindset 1
• Quality Wine at a Great
Price
• “On the Cusp”Mindset
3
 Each group responds to
different ideas.
 Ideas that “turn on” one
group typically get little
response from the
others
We run a
statistical
clustering
routine to
identify
segments

13. Mindset 1: Discerning, Buying into the Winery
and Wine
• 17% of respondents
• Low going in
interest (Constant)
is only 18
• Can be convinced
• Seven ideas raise
interest and raise
price
 Wine, winery story,
integrity
 Know what to
expect
Interest Price Pct.
BASE SIZE/Percent of Total: 164 164 17%
CONSTANT/Average Price/Price Index 18 $5.45 100
A5 Distinctive ... artisan ... handcrafted 18 $8.21 151
A2 Winery with integrity. Uncompromising quality. 16 $7.92 145
A1 Winery with a compelling back story 14 $7.25 133
B5 High customer reviews and ratings 13 $6.30 116
B2 Detailed descriptions. Tasting notes easy to understand. 13 $6.84 126
A3 We do what's right --- for employees, customers, communities 12 $8.38 154
A6 Wine for enjoying today 11 $5.52 101
S1. Wine

14. Mindset 2: Want Quality Wine at a Great Price
• 21% of
Respondents
• Low going.in
interest: 21%
• Need to be
convinced
• Seven ideas raise
interest and raise
price
 Price and shipping
dominate
 Ethical winery
 Quality wine
Interest Price
BASE SIZE/Percent of Total: 194 194 21%
CONSTANT/Average Price/Price Index 21 5.34 100
D1 Reduced or free shipping available 17 6.66 125
D5 Rewards program. Earn points for wine or merchandise. 16 7.72 145
A3 We do what's right --- for employees, customers, communities 15 6.09 114
D2 Quantity discounts available 15 5.51 103
A4 Earth-friendly 13 5.71 107
D3 Special promotions and offers 10 6.38 119
A5 Distinctive ... artisan ... handcrafted 10 5.68 106
S2. Price

15. Mindset 3: On the Cusp, Uncertain
• 62% of respondents
• Low going.in
interest: 24%
• Mildly interested.
No ideas “pop”
• Looking to reduce
cost, know what
they’re buying, and
enjoy with friends

16. Which Mindsets Do Millennials Fall Into?
• All of them!
• Millennials reflect
the three
mindsets in
roughly !equal
proportions to the
Total sample

17. Mindsets are Shared Equally across Generations
Age Does Not Determine Interest in Buying Wines Directly
Mindsets are
shared across
generations.
No generation has
a monopoly on a
mindset.
The percentage of each generation across the three
mindsets does not materially differ

18. Emotionally, People Don’t Want to Feel They are
Making the Wrong Choice
Emotions about buying
wine online are:
• Primarily, relief from
negative emotions
– (Dis)Empowerment
– (Dis)Engagement
– (In)Security
• Secondarily,
reinforcement of
positive emotions
– Belonging
– Achievement
0
50
100
150
200
250
300
350
400
Total Sample Emotions
Positive
Negative
Key to Analyzing:
• Look for emotions with the highest values and
gaps between Positive and Negative

19. Freedom from Negative Emotions
Feeling Words That Help Overcome Negative Emotions
• (In)security: Freedom from: Feeling less worried:
– Am I making the right wine choice?
• Overcoming words: Secure, safe, peaceful, calm, relaxed, (not)
anxious
• (Dis)empowered: Freedom from: Feeling less frustrated or
unable:
– I can’t get the wine I want to get.
• Overcoming words: Powerful, strong, (not) trapped, (not)
restricted or (not) restrained
• (Dis)engagement: Freedom from: Feeling less bored or
disengaged:
– Buying wine this way doesn’t get me excited.
• Overcoming words: Adventurous, focused, (not) bored,
unproductive

20. Reinforcement of Positive Emotions
Feeling Words that Support Positive Emotions
• Achievement: Reinforcement of success:
– I did a good job and made the right purchase.
• Supportive words: Successful, winner, rewarded, (not)
defeated, (not) unsuccessful
• Belonging: Reinforcement of feeling connections
with others
– This wine will be enjoyed by my friends.
• Supportive words: Connected, sociable, friendly, (not)
left out, (not) isolated

21. Emotional Motivations We Discovered are Universal
• Overall, the patterns we saw in Total do not vary
• We observed several differences in the degree of
emotional “arousal,” not differences in response
patterns among segments
• Higher arousal levels were seen for:
– Mindset 2
– Millennials as a Generation*
– Men*
– Online Wine Buyers*
*Details in Appendix

22. Strategic Implications:
Potential for Wineries to Sell Their Wine Online
• For brand growth, it is
essential to reach the
total market
• The 3 Groups offer
that potential
– About 50% of each
group states they
would plan to buy
online within the next 6
months

23. The 3 Groups Suggest Different Marketing
Strategies
• Group Strategic
Themes
– Mindset 1: Sophisticate
– Mindset 2: Value
– Mindset 3: Encourage
Trial
Each one supported by the
Emotional Motivations buyers seek
to satisfy
Wineries will choose one or more strategies relevant to
their online wine marketing objectives for revenue and
profitability over time

24. How to Create Strategy Using Mind Genomics
and Cognitive Economics for Communications
Goal: Select and combine ideas that increase interest to a level
that increases the propensity to purchase
• Rules for Combining Ideas
 Review the impact values. Ideas with high impact values and high
relative dollar values are good candidates for combining
• However, ideas with high impact values and lower relative dollar
values can also be good. Depends on the goal
 Note the Group’s Natural Level of Interest (Constant). Ideas are
added to the constant.
 Select one idea from a silo and add it to the Constant.
• You can combine up to 4 different ideas, one each from 4 silos,
can be combined within a mindset Group
• Once ideas are combined, create and implement a media
plan for your strategy

25. Strategy Example: Mindset 1
Aim: Appeal to interest in
quality wine and having
expectations about what it will
taste like
• Natural interest level
(Constant) is 18
• Ideas Impact Values:
– Silo A: A5: 18
– Silo B: B2: 13
 Result: Tripled interest from
18 to 49. Now nearly half of
Mindset 1 would be more
interested in buying wine
online and will pay more
when presented with those
ideas
Mindset 1
ID Idea Constant /
Idea Value
Avg. $
Value
$ Value
Index
18 $5.45 100
A5 Distinctive.
Artisan. Hand-
crafted
18 $8.21 151
B2 Detailed
descriptions.
Tasting notes
easy to
understand
13 $6.84 126
TOTAL 49 $7.64 140
Adding to Above:
Satisfaction of Emotional Motivations

26. Strategy Example: Mindset 2
Aim: Ethical wine affordably
shipped
• Natural Interest Level
(Constant) is 21
• Ideas:
– Silo A: A3: 15
– Silo D: D5: 17
 Result: Nearly tripled
interest from 21 to 56. Now
a bit more than half of
Mindset 1 would be more
interested in buying wine
online and will pay more
when presented with those
ideas.
Mindset 2
ID Idea Constant /
Idea Value
Avg. $
Value
$ Value
Index
21 $5.35 100
D1 Reduced or free
shipping
available
17 $6.66 125
A3 We do what’s
right for
employees,
customers,
communities
15 $6.09 114
TOTAL 56 $6.39 119
Adding to Above:
Satisfaction of Emotional Motivations

27. Strategy Example: Mindset 3
Aim: Interest by reducing risk and
assuring they can be confident in
selection
• Natural interest level (Constant)
is 24
• Ideas:
– Silo B: B5: 5
– Silo C: C1; 5
– Silo D:D1: 8
– Silo E: E2: 6
 Result: Doubled interest from
24 to 48. Now nearly half of
Mindset 3 would be more
interested in buying wine online
. These are “table stakes” ideas
but they are not yet willing to
pay more when presented with
these ideas.
Mindset 3
ID Idea Constant /
Idea Value
Avg. $
Value
$ Value
Index
24 $5.26 100
D1
Reduced or free
shipping
available
8 $4.47 67
E2
No commitment.
No minimum.
6 $5.52 109
C1
Our tool makes it
easy to find
wines matching
your tastes
5 $5.43 105
B5
Hi customer
reviews/ratings
5 $6.39 124
TOTAL 48 101
Adding to Above:
Satisfaction of Emotional Motivations

28. Wineries Using the 3 Mindset Strategies Would
Increase Consumer Interest by 35%
• Wineries implementing
the three Mindset
strategies would see
more people interested
in buying wine online.
Specifically, the
strategies would see a
life in interest of 56%, a
jump from 22% to 35%.
Note: The increase in interest (Mind Typing Interest Premium) is
a weight averaging of the Impact Values from the three Mindset
strategies (constant plus element Impact Values) divided by the
natural level of interest for the Total Sample (constant only).

29. ROI Impact of Using Mindset Strategies
• This model
calculates the ROI
for three wineries
with different
traffic patterns.
• Online wine sales
would increase
56% for each
winery
• Explanations for the model elements are supplied in
the Appendix
• You can estimate your sales through our
downloadable ROI calculator, available at
http://www.bit.ly/OnlineWineSalesRappaport.

30. Not by Words Alone
Select Images that Express Words and Emotions Resonant with
each Mindset Segment
This montage
reflects ideas
and conveys
emotions that
resonate with
Segment 1
(Sophisticate,
such as:
• Distinctive,
artisan, hand-
crafted
• Wine for
enjoying
today

31. Marketing Implications and Recommendations
• Each strategy is capable of growing sales, but each offers different potential. We
would expect:
– Sophisticate strategy to deliver the highest profit margin
– Value strategy to deliver a lower profit margin because more of the gross margin will be used to fund
rewards, purchase and shipping discounts
– Encourage Trial strategy will probably offer the lowest margin near term. However, this large group
represents future potential
• Wineries targeting online wine sales to Millennials should implement strategy
based on the 3 mindsets and their emotional motivations
• Because the mindsets cross generations equally, wineries should consider a total
market strategy based on mindsets and motivations so as not to limit business
upside.
• Online sales level the playing field by increasing physical availability of a winery’s
wines. Wineries must also increase the “mental availability” of the winery and its
wines to increase sales.
• Attract light buyers to create new customers for brand growth. Keep current
customer as loyal as you can within a repertoire market like wine,

32. Summary
• Purpose: Help wineries grow revenue through consumer insight and
recommending insight-driven marketing strategies for Millennials to
increase their wine sales through their websites
• 3 Major Discoveries: a) Three mindsets operating among
Millennials, b) mindset marketing is more likely to increase interest
in winery online sales than demographic marketing, and c)
prospective buyers all express the same emotional needs
• Application to Xers and Boomers: These same mindsets and
emotional profiles exist within the older generations , and do so in
the same proportions as Millennials. All 3 generations are
represented equally across the 3 mindsets, which allows for
Millennial strategies that can be adapted to the Total Market.
(continues)

33. Summary
• Strategic Themes: The 3 mindsets discovered -> 3 strategies a)
sophisticated, b) value, and c) encourage trial. Each one offers a path to
growth but with different business potentials. Brands will choose those
relevant to their objectives.
• Millennial Strategy: Brands focused on Millennial marketing should
leverage the mindsets for maximum effectiveness.
• Total Market Strategy: Create mindset-based strategies that include Xers
and Boomers, too. Tweak as necessary for relevance.
• Tactical Implementation: Research guidance specifies exactly what to say,
how to express it (words, pictures, and mood), and to whom in order to
increase sales for each strategy. A lot of what needs to be done requires
very modest investment.
• ROI: Mindset-based strategies outperform non-Mindset-bases strategies.
They increase the visitor-to-buyer conversion rate by 56% , positively
impacting sales and contributing to wineries’ revenue mix.

34. Contact Info and Resources
For More Information on this Research
Stephen D. Rappaport
Stephen D. Rappaport Consulting LLC
w. www.srappaport.com
e. steve@sdrconsultingllc.com
m. +1 646 801 8648.
Download This Deck
This deck is available to you by clicking the link above.
If hyperlink doesn’t work, use this link: http://bitly.com/MillennialMindsets_NomaRapp
Download the full E-book
Completed, detailed presentation of findings.
If hyperlink doesn’t work, use this link: http://bit.ly/2yKu8Jc
Download the Complete Dataset
Contains all of the ideas, demographics, wine behavior, and emotions data for your own analysis. Click the link to
download.
If link doesn’t work, use this link: http://www.bitly.com/WineDataNomaRapp
Download the Forecasting Spreadsheet
Estimate Online Wine Sale Increases from using Mindset Strategies with Your Data
If link doesn’t work, use this link: http://www.bit.ly/OnlineWineSalesRappaport.

35. Stephen D. Rappaport & Howard R.
Moskowitz
Research Sponsored by Nomacorc
Millennials* Mindsets & Money:
Helping Wineries Sell More Wine
Online
* And GenXers & Boomers

36. Appendix

37. Model Elements and Assumptions
The main elements in the model are: the number of site visitors; purchase conversion rate;
number of bottles sold; average price per bottle; annual sales; and ROI. Table 1 presents the
elements, assumptions, and estimates we made to create the model.
Table 1. Online Wine Project Model Elements, Assumptions, and Estimates
Model
Category
Model
Elements
Assumptions and Estimates
Constants Number of
Unique Web Site
Visitors Per Year
Web visitors represent sales potential. We set the
Number of Visitors to represent three different wineries
with different levels of visits: 50,000; 100,000; 200,000.
Average Sales
Price Per Bottle
$38.25 nationally per bottle for 20151
Bottles
Purchased Per
Buyer Visit
The number of bottles purchased by each visitor on
average. We chose 6 bottles.
Sales
Without
Mind Typing
Historical
Purchase
Conversion Rate
The percentage of buyers to visitors. Winery executives
advised us that online sales account for between 2%
and 3% of total sales. We selected 2.5%, which is not an
average, but a blended rate reflecting different
contributions from the three Mindset groups.2
Number of
Converted
Buyers
The number of buyers resulting from multiplying the
conversion by the numbers of site visitors
Number of
Bottles Sold
Online
The number of bottles purchased by all buyers.
Average Annual
Online Sales
Revenue
Estimate
Annual sales revenue. The number of bottles sold
multiplied by the average price per bottle.
Sales with
Mind Typing
Mind Typing
Interest
Premium
We assume that some percentage of visitors will be
typed for their Mindset in each scenario, usually as part
A weighted average of the gain in interest in buying
wine online directly from a winery across the three
Mindset groups.
Mindset Enhanced
Purchase
Conversion Rate
Mindset adjusted conversion rate. The
historical conversion rate multiplied by the
Mind Typing Interest Premium resulting
from the Mindset strategies.
Number of
Converted Buyers
The number of buyers resulting from the
increased conversion rate.
Number of Bottles
Sold Online
The number of bottles sold resulting from the
higher Mindset Enhanced Purchase Conversion
Rate
Mind Typed
Enhanced Sales
Revenue
Annual Sales Revenue enhanced by Mindset
effects. It is the sum of the enhanced number of
bottles sold times the average price per bottle,
adjusted for the bottle premium.
ROI Resulting
from Mind
Typing
Net Increase in
Buyers
The number of new buyers resulting from the
Mind Typing Enhanced Conversion Rate
Net Increase in
Bottles Sold
The number of additional bottles sold due to the
number of new buyers
Net Sales Increase
with Mind Typing
The gain in sales stated in dollars resulting from
using Mindset Strategies.
Percentage Sales
Increase with Mind
Typing
The Net Sales Increase with Mind Typing as a
percentage above the Average Annual Online
Sales Revenue
Marketing Expense Expenses paid to a third-party to providing Mind
typing services.1
Marketing Expense
Payback Period
(weeks)
The number of weeks it takes to pay back the
marketing expense.
1
This expense estimate is based on the number of individuals Mind typed through Mind Genomics Associates. The
cost of the Mind Typing is the only marketing cost we took into account, because it’s the most closely associated
direct cost. Of course, brands may incur other additional costs in applying Mindset insights to their customer and
prospect marketing. These incremental costs may include creative charges for preparing communications tailored
to each of the 3 Mindsets, web site navigation, copy changes, data integrations, and other costs depending on the
types of direct-to-consumer marketing campaigns being conducted, but they will be determined by the brand’s
investment and resources.