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Wine eCommerce
BUS-800-102-14-SU:Wine eCommerce
Presented by:
Ron Scharman
May, 14. 2014
Session:2

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Wine eCommerce
QUESTION FOR THE SEMESTER:
How do we sell a 3-dimensional
story in a 2-dimensional world?

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Wine eCommerce
Tell your story + tell it well
(the magic 15%)

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Wine eCommerce
HOW IS WINE SOLD ONLINE?
Winery Retailer – 8,000+ wineries in North America
Internet Retailer – www.wine.com, www.elanvineyards.com(17/20)
Discount Internet Retailer – www.wineaccess.com
Marketplace – www.vintnersalliance.com
Community Member Site – www.winecommune.com
Flash Sale/Daily Deal Site – www.winestillsoldout.com
Affiliate Marketing Site – www.bottlenotes.com
Wine Auction Site – www.winebid.com
Cause Marketing Wine Site - www.onehopewine.com
Direct to Trade Site – www.winetradedirect.com
Growing Number
of Wine
Commerce
Business
Models

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Wine eCommerce
How Important is the
DTC Channel to the Majority of the
8,000+
Wineries and Wine Brands?

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...VERY!! SMALL WINERIES DOMINATE DTC

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eCommerce Basics
The digital footprint is increasingly important for
small-to-medium-size wineries that are shut out of
the three-tier distribution channel.
It starts with a great website…………

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Building Blocks for Websites
Factors to Consider
• Software platform
• Compliance Solution
• Design/Project
Management
• Features
• Why websites fail to perform
Software/Compliance
• CMS/Cart Options
• Cost
• Training/Ease of use
• Integrations -ShipCompliant,
CRM, Marketing options
• Designer considerations, data
• User experience, SEO
Why Winery Websites Fail
• Design by committee, boring
• Hard to navigate, hard to buy
• Not engaging brand story or user
experience
• Bad Q/C, stuff doesn’t work
• Browser incompatibility
• Content/Data not updated
Features
• Ease of shopping – “1 Click”
• Ease of navigation
• Compliance made easy
• Rich, relevant content –SEO
• Multiple data capture opportunities
• Promotional marketing tools
Design
• Designer/template
• Site Map/Navigation
• Wire frames/sketches
• Functionality testing
• Brand relevance
• User Experience

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Wine eCommerce
WINERY COMMERCE ECOSYSTEM
Mobile Commerce
Wine Apps
SMS Text
Commerce Anywhere
Pop Up
Virtual Commerce
Social Commerce
Facebook/Pinterest/Twitter
Crowdsource
POS
Mobile POS
Kiosk
Tasting Room
Wine Club
Allocation/Mailing List
Email

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Wine eCommerce
DTC Best Practice: 360 Degree Customer View
eCommerce
Wine Club
Allocations
Tasting Room
Recipe Engine
Social Media
(Social Commerce)
Mobile
Telesales (inbound &
outbound)
SMS (Text)
Email Marketing
Visitor
Reservations
Newsletter
Mobile POS
Search Engine
Optimization (SEO)
Retail Locator
Winery
commerce
ecosystem

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Questions?
If you have a question please type it into the
Questions box on your screen.

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Assignment for Week 3
 Go out and visit winery or wine retail websites
 Find one that executes engagement strategy well
 Find one that poorly executes engagement strategy
 Email me your picks