Using technology to sell wine direct-to-consumer
A day in the life of the modern wine consumer.
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The state of the industry
Consumer direct wine sales set to expand at a rapid rate
The most profitable way to sell wine, especially for smaller production wineries, is direct to the
consumer. How is your business working to expand your this sales channel?
Small production wineries stand to gain most
Trends in the direct-to-consumer wine market:
In 2010, direct-to-consumer sales accounted for $3.4 billion dollars.
Consistent 10% growth over past twelve months.
DTC sales growing at more than 2x the overall industry growth rate.
Consumers are buying increased volume of wine at higher prices in 2012.
For small producers (>5,000 cases), selling a small margin of cases directly to
consumers can have a huge influence on their bottom line.
Evolution of a Customer
• Search engine marketing
• Word of mouth
Reservations Wine club
Discovery • Advertisement
• Visits your website CRM eCommerce
• Visits your tasting room
• Purchases wine online customer
• Buys wine in tasting room Allocations Mobile
Acquisition • Joins wine club
• Email communication media
• Newsletter promotions Tasting
Loyalty • Special events room
Can customers find you?
Reports suggest 80% of people find websites from search engines. Are you one of the sites being found?
Local search results show nearby
business matching your search term.
Paid advertisements related to
your search term.
Organic search results display
below the local listings.
Word of mouth
How do people find you?
Wine crosses over into so many
lifestyles, and there are plenty of
ways to attract new customers and
gain brand exposure, including:
Wine, food, travel forums
Referrals from local
Social media channels
Friends and family
Special events Use Twitter to monitor discussions
Wine publications and blogs relevant to your winery or location,
and engage directly with people
looking for advice. Encourage user
reviews on sites like TripAdvisor.
Is your website engaging?
1. Product announcement – Bring
attention to new wines, and
promote them to the visitor.
2. Newsletter signup – Capture
visitor emails, and offer an
3. Wine club – Offer signup and
special deal with clear call to
4. Social media – Integrate your
social media profiles with your
5. Shop online – Provide visitors
quick and easy way to buy your
6. Visit us – Easily locate the
winery, make reservations, or
7. Blog – Include fresh and
informative content about your
8. My account – Ability to access
user profile information, apply
The rise of mobile
Mobile websites bring visitors to your business and create sales
Mobile website benefits
80% of local searches happen on
$31 billion mobile phones.
61% of mobile visitors call that
business and 59% visit the
Up from $10 billion Mobile commerce is growing
In 2012 rapidly and will become a
dominant sales channel.
in the tasting room
Every visitor in your tasting room is a potential
customer, and should be treated as such. When
they enjoy their experience, they’re more likely to
purchase wine, join your wine club, and share that
experience with friends.
Collect email wherever possible
Encourage “check ins” via FourSquare,
Promote reviews of your business (Yelp,
TripAdvisor) and wines (Cellartracker)
Communicate benefits and incentives that
club members receive
Convey your winery’s
Don’t be afraid to ask for the sale
One customer, one database
Whether a customer buys wine in your tasting room, or on your website, their information flows to one central location.
You’ll benefit from less maintenance and enjoy increased marketing potential by instantly accessing purchase history.
Ways you benefit:
Full purchase history in one system
Segmenting customers for marketing
Customer can access their profile online Website
Winery can access customer information from anywhere
One central customer record shared across
Wine club Tasting
Building brand ambassadors
Once the visitor purchases wine, or joins your wine club, they become a customer. You have their personal information
and wine preferences to use to further the relationship and re-engage the customer after they leave the tasting room. The
RMS system captures and saves customer information and allows cashiers to easily recall this data and deliver a better
When you have a customer’s contact information, you can connect with them and use that information to build loyalty
and create ambassadors. Those customers will continue to buy wine from you, and will share their experience with family
Build loyalty through:
“…there is a lot of unfulfilled potential, particularly in getting
users who are comfortable buying in one direct channel to
Wine club collateral reach across and buy using other direct mechanisms.”
Loyalty rewards – Richard Halstead, Wine Intelligence
Promotions & incentives
Social media channels
Customer relationship management
Discover what’s possible
Our system delivers the best possible
solution for managing your direct-to-
consumer channel and helping you to
expand this important sales channel.
Save time and money
Understand your customers
Sell more wine
Get in Touch
To learn more or request a demo, get in touch with us.
1700 Soscol Ave, Ste 3 Napa CA
Phone: (707) 260-0305
Mobile: (707) 225-2704