Helping Wineries Grow Direct To Consumer Sales

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Make the Call!

Time for a 4th quarter quiz…
Which direct to consumer channel has the highest order rate?
If you want to get the highest percentage of orders, how should you contact your club members and best buyers?

You might be surprised to learn that outbound phone calls yield the highest order response rate – the average is 30%, and we’ve seen order rates as high as 50%! Remember, order response is measured by dividing the number of orders by the number of customers you reach by phone.

Overcoming Customer Objections to Joining Your Wine Club

We know you have heard an array customer questions, complaints and opinions about wine in your tasting room.

We applaud your patience and straight face in such situations! These may be amusing after-work stories, but not so funny when they cut into your sales, and sometimes your paycheck. Here are some common customer concerns to joining a wine club and how to counter them.

It's the 4th Quarter, Make a Touchdown!

The Fourth Quarter is rapidly approaching – are you going for the touchdown?

It’s that time of the year… U.S. retailers are gearing up for fourth quarter sales. In fact, the fourth quarter drives the largest percentage of sales for the year.

Much to my surprise, the majority of wineries don’t take advantage of the fourth quarter. Perhaps it’s because they are coming off two major events: harvest and the tourist season. Perhaps they don’t view themselves as retailers. Or, perhaps they just don’t have the resources or talent to build successful marketing campaigns.

It's All About the Experience

Everyone agrees that providing a great guest experience is a top priority for a winery. So, a common issue for wineries is the high volume of weekend traffic -- how can you deliver a good guest experience when guests are 3 deep at the tasting bar?

Put yourself in your guest’s shoes… the weekend may be the only time they have to experience your winery. They have expectations and we should strive to meet those expectations.

Why are some wineries successful at providing a great guest experience while others struggle?

To Sit or Not to Sit? That is the Question...

We’re often asked to help a winery set up their tasting room and guest experiences or we are asked to evaluate the tasting room setup to determine if it is detracting from or contributing to a great guest experience. As more wineries pop up across the U.S., winery owners realize that they must set themselves apart to attract qualified guests.
The question we hear most frequently is “should we offer seating or seated tastings?” And it’s a good question because we all like to be comfortable when we enjoy wine… right?

Mystery Tasting Doesn't Have to be Spooky!

You may have heard your winery peers talking about mystery tasting or mystery shopping – wineries are using mystery tasting services regularly to see how their guests are being treated in the tasting room.

You can ask friends and family to provide you with feedback about their experience or you can engage a mystery tasting service. Either way, here are some tips for making mystery tasting a good experience for the winery and for the winery team.

Three Key Metrics for Wine Club

What is measured gets managed! Once your club is in place, you’re going to need a way to measure results. If you want to benchmark your performance against your winery peers, VingDirect can help.

Here are 3 metrics you need to measure on a monthly basis:

Wine Club Structure

At VingDirect we’re often asked to assess a wineries club structure to see if it can be improved. We have led many wineries through club restructures and the result has been increased revenue and decreased attrition.

If we were granted three wishes, what would we wish wineries would consider when creating their club structure?

To Be or Not to Be...

Some wineries question whether they want a wine club. They are concerned about the consumer’s perception of a wine club. Whether you decide to call it a club, a society, or a membership, there’s no doubt that building a structure for reoccurring shipments offers many benefits.
Here are just a few:
• Build your customer database – clubs are the best way to build your direct to consumer database. Your team captures all contact information including email address, shipping address and telephone number. Armed with this information you can build future incremental revenue.

Surprise & Delight Part Two

I shared my Enterprise story with you in Part One of Surprise and Delight. When guests are asked what makes for a luxury experience they often say that they were surprised… in a delightful way!
What does it take to surprise and delight you? Think about the last time you were pleasantly surprised. At the heart of that experience was someone who took the time to listen, really listen to you. They listened for that one thing you needed and then, when you least expected it, they delivered it.

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