The document summarizes key findings from an analysis of over 9 million wine sales transactions from 1200+ winery websites totaling $1.79 billion from 2013-2015. It finds that the top 20% of wineries accounted for 89% of total sales. The top 20% had email lists 4x larger, average order values $100 higher, and shipping costs 50% lower than the bottom 80% of wineries. The document also examines strategies used by 46 wineries that doubled their e-commerce sales in 2015, including focusing on the user experience, using offline channels to drive online sales, and implementing loyalty programs.

1. Revisiting the
top 20%

2. 2013-2015
Over 9 million transactions
Across 1200+ winery websites
$1.79 Billion in sales

4. 2013-2015
Over 9 million transactions
Across 1,200+ winery websites
$1.79 Billion in sales

5. 89% of all sales.
Through 2015

6. What
makes the
top 20% so
special?

7. Do they have
an unfair
advantage?

8. Case
production?
Big Scores?
High Bottle
Price?
Location?
Demographic
focus?

9. Source: Pando.com

10. Case
production?
Big Scores?
High Bottle
Price?
Location?
Demographic
focus?

11. Source: Pando.com
So what
does the
data tell us?

12. Purchases on Mobile in 2015
2014 2015
top bottom
Average email list size.
4X larger

13. 2013 2014 2015
bottom top
$100 more
Average Order Value.

14. 75% more
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
Top 20 Bottom 80
Shipping as a % of sales
50% less

15. Email list is 4x larger
AOV is $100 more
Shipping is 50% less
How is the top 20% different?

16. What does the data show us?

17. 2015
89% of all sales.

18. 46 wineries 2X’d
ecom sales in 2015.

19. ..up by 130%

20. How did
they
double?

21. 1) Focused on user
experience

22. Focus On Experience

23. Responsive Design

24. Desktop Mobile Tablet
Traffic is Mobile in 2015
35%

25. #mobilegeddon

26. Source: marketingland.com

27. Not Forced to Create An Account

28. The Experience Doesn't End
at Checkout

29. Order Confirmation

30. Order Has Shipped

31. Order Delivery Date

32. Delivery Exception

33. Real-time Shipment Redirect
Exclusive

34. SMS Messaging

35. How did they double?

36. 2) Used offline to drive
online sales.

37. Action Emails

38. Offline to Online, a case study
$2,500 in net new ecom sales
63% opened, 7.5% converted
89 emails captured and sent.
89 TR Transactions ($7500).

39. What’s the value of an action email…
TR Transactions/ Day 50
email Capture Rate 50%
Action email Sent 25
7.5% Conversion rate 1.875
AOV $318
Net New eCom Sales (day) $ 596.25
New Sales, Annualized $ 131,175.00

40. Email receipts are appealing to 41% of consumers
No Yes
41%

41. 3) Loyalty Programs

42. Shipping Incentives
Source: UPS Pulse of the Online Shopper
Report 2014

43. Shipping Incentives
58%
31%
Will add items to cart to qualify for free shipping.
Will join a loyalty program to qualify for free shipping.
Source: UPS Pulse of the Online Shopper
Report 2014

44. $19.99 $21.99 $24.99 $29.99
20% off
Equivalent
You can do it!

45. Loyalty Programs

46. Does it work? Yup.
0
500
1000
1500
2000
2500
YEA RLY A V G BEFORE 46BRIX 12 MONTHS BEFORE 46BRIX A FTER JOINING 46BRIX

47. User Experience
Offline to Online
Loyalty Programs
How did the new entrants double?

48. Email list is 4x larger
AOV is $100 more
Shipping is 50% less
How is the top 20% different?

50. Interested in doubling this year?
sales@vin65.com
jim.agger@winedirect.com