Helping Wineries Grow Direct To Consumer Sales


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

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.

Counting Tasters isn't Sexy, but the Outcome May Be...

What is one thing you can do today to increase wine sales to consumers? It’s simple… start tracking the number of tasters you see in the tasting room!

You may wonder how counting your tasters will lead to increased sales, so here goes…

It’s a fact:
- Winery DTC (direct to consumer) begins with a taster – it’s true! Connections are built and relationships are forged in the tasting room.
- 90% of a winery’s customer database is built in the tasting room. Your future DTC revenue potential is ONLY as strong as your customer database.

Are Wine Clubs Passé?

I was first introduced to the concept of wine clubs in 2004. I had just landed in California, working for Foster’s Wine Estates (now Treasury) and a very smart marketer with Beringer explained wine clubs to me. She said “it’s really incredible that consumers sign up for wine clubs… they don’t really get any benefits that other consumers don’t receive – just discounts”. She went on to tell me that she didn’t see a future for wine clubs because wineries didn’t understand how to retain those loyal “members”.

Vine Notes: Data dispel wine direct-sales myths, Part 1

What we expose in this the first of two articles is the truth behind what is really driving direct-to-consumer (DTC) sales, specifically sales made with direct customer interactions over the telephone.

VinoPro has compiled data from more than $8 million worth of direct-to-consumer sales made for its strategic partners from Jan 1--Dec. 31, 2012. This is data based on real sales that occurred from actual interactions with customers and sales made over the telephone. Some of this data is surprising, because it contradicts much of what you have heard over and over.

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?

So, how do you know if seated tastings are right for your winery?

Visiting Wineries is All About the Experience

Written by Jeff Cope

Everybody who comes out of a winery either has had a good or bad experience. The experience the customer has will determine if they come back to that winery and what they tell their friends about the winery. Customers can sometimes be responsible for their own experience, but often the winery is in control of the experience, so there are certain things that can be done to provide a good experience.

Set the Stage For a Successful Season!

It’s that time again…. the curtain is about to rise on another busy summer season. Wine lovers are planning their summer trips and winery destinations are top of the list!

Will you be ready for your curtain call? Are all your roles filled, the right actors in place and the stage set for a successful season?

Are You Buying or Selling?

How do you view your direct to consumer business? Are you in the business of buying loyal customers or selling wine? The two aren’t mutually exclusive, but the truth is that most wineries are more focused on selling a bottle of wine and less focused on capturing customer data.

If you aren’t capturing customer data you’ve just lost a huge opportunity to build a future relationship with your customer and you’ve also lost the potential for future revenue.

New Year, New Goals!

It’s that time again. According to Statistic Brain, 45% of Americans will make New Year’s resolutions and only 46% of us will still be focused on those resolutions after 6 months. And to make matters worse, only 14% of those over 50 will achieve their annual goal, as compared to 39% of those in their twenties.

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