Helping Wineries Grow Direct To Consumer Sales

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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.

Surprise & Delight Part One

Have I told you my Enterprise story? Enterprise, as in the car rental company. No? Okay, here goes.

I’ve traveled a lot over the span of my career and there’s one part of the business travel experience that I especially dreaded – renting a car at my final destination. It was always my goal (and I succeeded) to build up enough points to achieve frequent driver status and bypass the rental counter altogether.

Push the Reset Button!

When in Doubt… Throw it Out!
The New Year is here and immediately we all focus on our new goals and how we are going to achieve them! If you’re like me, you might be organizing and cleaning your closets, purging your home of all those items you thought you desperately needed and now find that you didn’t touch last year (or the year before).

Club Member Retention - A Great Investment

Sustaining club member relationships is much like cultivating a healthy, happy marriage. Think about it…. we go to great lengths to be our very best when we’re courting and when we finally hear that “YES” we are so excited. But, how do we keep the romance alive after we’re married? How do we communicate, solve disagreements and what happens when we think everything is fine only to learn that our partner is leaving and there’s nothing we can do?

Calling All Tasting Room Team!

Have you ever participated in a tasting room sales training in the wine industry? If so, then you will have probably been asked to introduce yourself and talk a bit about your responsibilities at the winery. Most often, here’s what I hear from our tasting room team students….”I just work in the tasting room”. There’s a feeling among the team that their role, their job isn’t very important. From the Direct to Consumer perspective, nothing could be further from the truth and here’s why:

Keeping Your Head Up During Harvest

Harvest is here and for most wineries that means full tasting rooms.

While we all want to see more guests in our tasting rooms, heavier traffic can sometimes equate to a decline in guest experience. You may see average sales per taster decrease, Yelp comments may be less positive, and club conversion rate can also suffer.

This makes sense. The less time a tasting room host has to spend engaging with an individual guest, the less likely a guest will feel a connection to your winery. And disconnects are bad for business!

Tips for Managing Large Groups in the Tasting Room

Ask any tasting room or hospitality manager and you’re likely to receive mixed reactions when you bring up the topic of large groups.

There are challenges and opportunities with each group. Here are a few tips to help you manage large groups ensuring you provide them and other tasting room guests with the best experience.

How well do you know your wine club?

Recently we were discussing direct to consumer sales with a national sales manager.

He agreed that while DTC was an important channel for wineries, he was reluctant to support gathering end consumer data for fear that direct sales would compete with the retail accounts.

It occurred to us that it behooves everyone in the organization to better understand customer buying behavior– specifically your wine club. Here are some questions we recommend asking your club members in your next wine club survey.

Social Media – Three Metrics that Matter

So you’re posting updates on Facebook, uploading photos to Instagram and tweeting your heart out on Twitter.

Now what?

Once your social media channels are humming it’s time to establish some goals and benchmarks to see how you are doing.

But what data should you look at? Here are three metrics we think are important.

1. Evaluate your Google Analytics

Yes, you heard us right – your website statistics provide invaluable insights to how your social media efforts are working.

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