Zach Kamphuis, Commerce7 - How to Sell More Wine DTC V2

1. DTC Tour
Wifi – oxford7241

3. Housekeeping

4. Hello, my name is
Zach Kamphuis

7. Competition

8. Restaurants

9. Restaurants
Cannabis

10. Restaurants
Cannabis
Craft Beer

11. Restaurants
Cannabis
Craft Beer
Spirits

12. Restaurants
Cannabis
Craft Beer
Spirits
Abstinence

13. Dry January:
Past 4 Years
Sober October:
Past 4 Years

15. Better Experiences

16. Community

17. Susan
DeMatei
Adam
Ivor
Jennifer
Warrington

18. How to Sell More Wine DTC

19. 5 Key Ways to Sell More DTC

20. Capture Emails in the Tasting Room

21. Capture Emails in the Tasting Room
Invest in Email Marketing

22. Capture Emails in the Tasting Room
Invest in Email Marketing
Modernize Your Club

23. Capture Emails in the Tasting Room
Invest in Email Marketing
Modernize Your Club
Create Better Mobile Experiences

24. Capture Emails in the Tasting Room
Invest in Email Marketing
Modernize Your Club
Create Better Mobile Experiences
Use Personalization

25. 1st. Capture Emails in the
Tasting Room

26. Push Customers up the
Customer Ladder

27. Aware
First Time Buyer
Repeat Customer
Club Member
AdvocateCustomer Ladder

28. Repeat Customer
The Second Sale

29. Retention > Acquisition

30. 1st
27% 45% 54%
2nd 3rd 4th

31. Capturing Emails For Customer
Retention

32. Capturing Emails For Customer
Experience

34. Access Key
Data

35. AnonymousCustomer
How Often an Order Attaches to a Customer
Customer Vs Anonymous
53%47%

37. 1st. Capture Emails in the
Tasting Room

38. How to Start?

40. 2nd. Invest in Email Marketing

42. Wine Industry 2019 Email Benchmark
● 2 Year study
● 3+ Million emails
● 48 Winery clients

43. Wine Industry 2019 Email Benchmark Results

44. Automation + Segmentation

45. Automation

46. Trigger-based Email Marketing Campaigns
Can Drive 4x More Revenue

47. Open Rates for Trigger-based Emails are as
High as 49%

48. Thank First Time Buyers

49. Chase Abandoned
Carts

50. Chase Inactive
Customers

51. Welcome Emails Drive
320% More Revenue

52. Segmentation

54. Increase Open Rates

55. Increase Open Rates
Decrease Your Unsubscribes

56. Increase Open Rates
Decrease Your Unsubscribes
Increase Revenue

57. Increase Open Rates
Decrease Your Unsubscribes
Increase Revenue
Increase Retention

58. Automation + Segmentation

59. 2nd. Invest in Email Marketing

60. How to Start?

63. 3rd. Modernize Your Club

65. Online Shoppers
Subscribed to a Club 54 %

66. North Americans
Subscribed to 3+
services
35 %

67. North Americans Men
Subscribed to 6+
Services
18 %

68. The Biggest Clubs in the World
Set the Standard

69. Customer Centric
Clubs

70. Products
Quantity
Frequency
Ship Date
Member Controlled

71. Dollar Shave Club
● 1+ Billion $ Valuation
● 4+ Million Members

76. Winc
● Estimated 80-100k
Members

85. Use Default
Package
Edit Their Package
User Choice Members
Edit Vs Default
76%24%

86. Club Package
Increase $33

87. Remove ItemsAdd Items
User Choice Members
Add Vs Remove
34%66%

88. 3rd. Modernize Your Club

89. How to Start?

90. Work With Your DTC Partner

91. 4th. Create Better Mobile
Experiences

92. 45% 55%
MobileDesktop
Desktop vs Mobile Traffic

93. Mobile Phone Users
Who Made a
Purchase in the Past
6 Months
79 %

94. Percentage of
Holiday Ecom
Purchases Made on
Mobile
40 %

95. 58%
MobileDesktop
Add to Cart
Desktop Vs Mobile
42%

96. 64%
MobileDesktop
Cart Completion
Desktop Vs Mobile
36%

97. Traffic is High, Conversion
Doesn’t Match

98. Mobile Browsing is Easy

99. Mobile Shopping is Hard

100. Make Mobile Fast & Easy

101. Prioritize Shopping

105. Make Shopping Fast & Easy

106. Make Navigation and Product
Selection Easy

112. Add To Cart
Drill Down Vs List Page
36%
64%
Product Page List Page

113. Make the Checkout Experience
Easier

114. Online Shoppers
Who Have
Abandoned a Cart
Because Checkout
Was Too Long
28 %

119. 48%
1-Click
Checkout
Edit Checkout
Page
Checkout
Edit vs 1-Click
52%

121. Enhance the Speed of Your Site

125. The Web is no Exception

126. Percentage of Mobile
Visitors That Will
Leave a Page That
Doesn’t Load in 3
Seconds
53 %

127. Percentage of Mobile
Shoppers That Have
Abandoned a Long
Loading Cart
66 %

128. Websites that take 5 seconds to load
experience 38% fewer conversions.

129. Websites that take 3 seconds to load
experience 22% fewer conversions.

130. A 1 second delay can lead to a 7% loss of
conversions.

133. 4th. Create Better Mobile
Experiences

134. How to Start?

135. Prioritize Sales on Your Site

136. Prioritize Sales on Your Site
Make the Site Easy to Browse/Shop

137. Prioritize Sales on Your Site
Make the Site Easy to Browse/Shop
Speed up the Checkout Process

138. Prioritize Sales on Your Site
Make the Site Easy to Browse/Shop
Speed up the Checkout Process
Speed up the Site

139. 5th. Use Personalization

140. What is Personalization?

143. Personalization
● 33%+ Average Order
Value

144. Personalization
● 33%+ Average Order
Value
● 44%+ I’ll Become a Repeat
Buyer

145. Personalization
● 33%+ Average Order
Value
● 44%+ I’ll Become a Repeat
Buyer
● 49%+ I’ll Make a
Spontaneous Purchase

146. How Can Wineries Utilize
Personalization?

151. Personalization is Worth
Implementing

152. Personalization
Drives More “Add to
Cart” Clicks.
16.5 X

155. 5th. Use Personalization

156. How to Start?

157. Summary

158. 1st. Capture Emails in the
Tasting Room

159. Drive the Second Sale

160. Wifi Marketing

161. 2nd. Invest in Email Marketing

162. Drive the Second Sale

163. Mailchimp or a Firm

164. 3rd. Modernize Your Club

165. Create Better Experiences,
Generate More Revenue

166. Build Modern Clubs in Your DTC
Platform

167. 4th. Create Better Mobile
Experiences

168. Majority of Traffic is Mobile
Traffic

169. Work With Your Designer

170. 5th. Use Personalization

171. Grow AOV and Other Key Stats

172. Work With Your Designer and
DTC Platform.

173. Questions?