State of the wine industry
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eWinery Solutions explores trends surrounding the DTC segment of the wine industry, and examines how wineries can improve their approach
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State of the wine industry
- 1. 2013 SPRING / SUMMER WEBINAR SERIES S E S S I O N T H R E E R O N S C H A R M A N ’ S STAT E O F T H E I N D U ST RY A P R I L 2 0 1 3 Presented by: Ron Scharman President & COO, eWinery Solutions
- 2. DIRECT TO CONSUMER STATE OF THE INDUSTRY
- 3. Got Wine?
- 4. How do we sell a 3-dimensional story in a two dimensional world? How do you capture the essence of your brand online? Visitors are exposed to a number of stimuli that help frame their experience at your winery. They breathe fresh warm air that blows across the valley floor as they enjoy expansive views, marvel at architectural details, and soak in the overall ambiance of your tasting room during their visit. All of these things help engage and interest them. Is your website doing the same? Question for the Day:
- 6. Specialty Retail Expanding in all revenue channels. Specialty Retail Direct to Consumer Retailers Direct Sales MarketingWine Club Events eCommerce
- 7. 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
- 8. DTC Best Practice: Model of Customer Progression DISCOVERY • Search engine • Word of mouth • Advertisement ENGAGEMENT • Visits website • Visits tasting room ACQUISITION • Purchases wine online • Buys wine in tasting room • Joins wine club LOYALTY/LOVE • Email communication • Facebook shares • Special events
- 9. Wine, food, travel forums Existing customers Referrals from local businesses Social media channels Friends and family Special events Wine publications and blogs Search Engine Optimization Search Engine Marketing Getting Found Building Advocates Discovery: Socializing Brick & Mortar Source: www.tripadvisor.com, Ram’s Gate Winery
- 10. How do you attract visitors and grow your customer base? Inbound Marketing is a system that allows interested buyers to actually FIND YOU via a combination of: Content Marketing Search Engine Optimization Social Media Lead Generation & Nurturing Discovery: Getting Found
- 11. Engagement: Making a Difference Source: www.kj.com
- 12. Every tasting room visitor is a potential customer. Collect email addresses Personally invite to Tasting Room Events and Winemaker Dinners Welcome “Check ins” via FourSquare, Facebook Promote reviews of your business (Yelp, TripAdvisor) and wines (Cellartracker) Communicate Club benefits and incentives Convey your winery’s story Don’t be afraid to ask for the sale Acquisition: Build Relationships
- 13. Consumers are on-the-go and want quick and easy access to basic information. 99% of the time, they want to do one of five things: Call Winery Find Tasting Room Locate Wine Buy Wine Join Wine Club How Big Data and CRM elected a U.S. President Acquisition: Go Mobile!
- 14. Whether a customer buys wine in your tasting room, or on your website, their information flows to one central location. Tangible benefits: Full purchase history in one system Segmenting customers for marketing Customer can access their profile online Access customer information from anywhere One central customer record shared across multiple systems Tasting room Wine club Website Customer Relationship Loyalty: One Customer, One Database
- 15. Web Analytics: Customer Preferences
- 16. The crowd is here Comfort level with mobile transactions Ease of purchasing Millennials Growing FAST! Things to Watch: Millennials Source: Forrester Research, Inc - Mobile Commerce Forecast 2011
- 17. Things to Watch: Online Shopping Experiences Sources: KJ.com, LaCrema.com, Lindemans.com and UnderdogWine.com
- 18. WATCH: http://www.youtube.com/watch?v=E1rUdTITGCg Things to Watch: Online Shopping Experiences Macy’s Magic Fitting Room* *Video courtesy of YouTube and LBi New York.
- 19. Check it out: www.thehunt.com Things to Watch: Online Shopping Experiences Finding the things you covet… TheHunt.com *Images courtesy of TheHunt.com
- 20. Things to Watch: Amazon and Beyond
- 21. Things to Watch: Amazon Recommendations
- 22. Thank You
- 23. IF YOU HAVE A QUESTION PLEASE TYPE IT INTO THE QUESTIONS BOX ON YOUR SCREEN. Questions TO DAY ’ S PA N E L : Ron Scharman President & COO eWinery Solutions Jacki Wood Training Manager eWinery Solutions
- 24. OBAMA AND CRM ARTICLEAppendix B:
- 25. YOUR WEBSITE IS A MARKETING TOOL More traffic to your website leads to more purchases, visits to your tasting room, and brand recognition. But most wineries struggle to get visitors who search for anything but their brand name. Think about what's relevant to your winery - the varietals you make, the region you're located in, or the story behind your labels. Create a list of keywords that you can associate that go beyond your brand name. Branded search traffic accounts for about 95% of most winery websites traffic, which means they aren't getting much exposure from new, unfamiliar faces. Instead, try to focus on building your site to be a hub of information for not just your wines and your history, but the surrounding area, the vineyards, the AVAs, places to stay, things to see, and anything else that's relevant. Your website should be a flytrap for tourists looking to plan their vacation, or visit that special winery with a picnic area, great view, or wedding venue. 3 Traffic Sources you must cultivate: Organic search engines. Referral sites, especially from local regional sites. Local maps search results. Appendix A: Varietals • Cabernet, Rose, Muscat Regional • Carneros, Willamette, Rutherford Others • Wine tasting/tours • Weddings • Boutique Build a relevant list of keywords
- 30. Ron Scharman’s State of the Industry Question and Answer Presenter Ron Scharman Moderator Jacki Wood Comment: “Something interesting from all of our analytics is that 30- 40% of all of our traffic comes from iPhones. Hence the importance of mobile sites.” from Ed @ Old Vine Partners
- 31. Ron Scharman’s State of the Industry Question and Answer Presenter Ron Scharman Moderator Jacki Wood Question: A lot of the examples that Ron gave to day came from larger wineries with large marketing budgets. Is there something that you would recommend as an easy stepping off point that are smaller and maybe don’t have such a large marketing budget? from David Answer: Focus on telling your wineries story and telling it well. A quality website with strong branding can be the platform on which to build a strong marketing program.
- 32. Ron Scharman’s State of the Industry Question and Answer Presenter Ron Scharman Moderator Jacki Wood Using your website to tell your story. Strong branding is key Include rich content Use the tools built into eWinery to improve your SEO Gather data and market smart Go Mobile!
- 33. Ron Scharman’s State of the Industry Question and Answer Presenter Ron Scharman Moderator Jacki Wood Comment: “Not only do we make sure that our websites will render on a mobile device, we make sure that any emails we send to our customers are also optimized viewing on a mobile device.” from Ed @ Old Vine Partners
Notas del editor
- The crowd is here: Facebook reportedly is nearing the 700 million-user mark. Every month, according to Facebook, its members spend 700 billion minutes on the network. The average user clicks the Like button nine times a month, and three-quarters of users have “liked” a brand.Consumers’ comfort level has tipped: People have been buying virtual goods within Facebook since it introduced the (now defunct) Gift Shop in 2007; the practice exploded with the introduction of FarmVille virtual currency in 2009. Analysts believe virtual goods could bring in around $12.5 billion worldwide this year, almost double 2009 sales, according to Adweek. If people are paying real money for virtual goods, it’s not much of a leap to start paying for tangible items. And, of course, e-commerce has become second nature for many consumers, who are by now quite comfortable with the idea of feeding their credit card information into e-commerce sites. Internet retailing is expected to take in $197 billion in 2011 and grow to $279 billion by 2015, according to Forrester Research. Purchasing an item with a few clicks has become a habit for many people.
- Macy’s Magic Fitting Room: In September 2010,Macy’s showcased the “Magic Fitting Room” at its flagship Herald Square store in New York. The kiosk’s mirror was linked to a touch-screen tablet computer, and shoppers scrolled through selected items, chose which pieces to “try on” (these were then superimposed on the shopper’s image) and shared the results via Facebook, email and text to find out what their friends thought of the various outfits.NOTE: Image linked to: http://www.youtube.com/watch?v=E1rUdTITGCg
- Macy’s Magic Fitting Room: In September 2010,Macy’s showcased the “Magic Fitting Room” at its flagship Herald Square store in New York. The kiosk’s mirror was linked to a touch-screen tablet computer, and shoppers scrolled through selected items, chose which pieces to “try on” (these were then superimposed on the shopper’s image) and shared the results via Facebook, email and text to find out what their friends thought of the various outfits.NOTE: Image linked to: http://www.youtube.com/watch?v=E1rUdTITGCg
- Macy’s Magic Fitting Room: In September 2010,Macy’s showcased the “Magic Fitting Room” at its flagship Herald Square store in New York. The kiosk’s mirror was linked to a touch-screen tablet computer, and shoppers scrolled through selected items, chose which pieces to “try on” (these were then superimposed on the shopper’s image) and shared the results via Facebook, email and text to find out what their friends thought of the various outfits.NOTE: Image linked to: http://www.youtube.com/watch?v=E1rUdTITGCg
- Amazon recommendations: Amazon realized early on the power of the idea that you, the shopper, might like to know what others with similar interests are buying. By curating the vast offerings of the site, recommendations help give shoppers relevant ideas about what to select. Moving into the era of the social graph, Amazon’s beta of Facebook Connect allows visitors who sign in with their Facebook account to receive recommendations based on their interests (as charted on Facebook), learn what friends like and get gift recommendations for friends with upcoming birthdays, based on their interests.