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Are Wine Industry Events a Good Investment?

It’s that time of the year. Most wineries are considering their 2015 calendar and one of the biggest decisions will be whether to participate in industry events.

We are often asked whether wine industry events are a good investment. We’re referring to the events sponsored by local wine associations, winegrowers associations, etc….

Most of our winery clients have participated in industry events and most were underwhelmed with the results. Not all visitors have the same objective and we’ve seen that there are at least three prevalent guest segments…

Election Day, Every Day: Win Your Customers' Vote by Keeping Choices Simple

As you leave the local elementary school sporting the “I Voted!” sticker, consider how easy or complicated the process was for you. Were there complicated and poorly written initiatives? A uninspiring line-up of candidates? A confusing ballot card or, God forbid, hanging chads?

Your customers vote every time they visit you online. They vote whether to click through. They vote whether to add to cart and they vote whether to confirm purchase. Simplifying their choices eliminates stress, lifts conversion rates, and creates a greater likelihood for repeat purchase.

How Much Should Wine Tastings Cost?

I have visited a lot of Texas wineries. Okay, really a lot. The one thing I have learned during my travels is every winery is different as to how much a wine tasting costs, how many wines are offered to taste, and if there is any food offered. I have had new wineries even ask me how much they should charge and how the tastings should be offered.

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:

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