At dawn, Dolan.
According to Zach Kamphuis, General Manager of Commerce7 , personalisation is the most important thing wineries will have to do in 2021 to increase sales via e-commerce. Change the relationship with consumers based on what you know about them. This is not a new concept. But the situation is changing, and Camp House says that while only about 15% of companies in the trade7 use their personalisation tools, they are among the leaders.
When a consumer enters a Commerce7 powered website, he can have an increasingly personal experience, similar to what he would expect from sites like Amazon. Offers are made available to them based on their previous purchase, or if they are a member of a wine club and have multiple purchases in their name, personalisation is taken to a higher level.
When you offer personalised product recommendations to your website visitors, you offer them a better experience, says Campus, and they increase their turnover. Custom product pages on Commerce7 bring six times more clicks to the shopping cart than standard product pages.
The data collected about customers’ behaviour on the site, previous purchases and memberships tell us the date of their last purchase or visit, where they live and the value of their lives; all this can be used to personalise offers to them.
Today’s clubs are based on membership, but they are very localized, according to the Campus. If a customer joins a wine club in California but lives in New York, sometimes these benefits do not really apply. He argues that making membership benefits and club options more flexible and easier will encourage a new customer to join the club. The use of software that allows users to customize their club with items such as products, quantities, packaging frequency, shipping date and delivery date can have a huge impact not only on sales, but also on customer loyalty.
Of the approximately 420 winery customers for whom Kamphuis collected data, he found that an average of 28 percent of the members of winery club formulas change if they have the opportunity to do so. This leads to revenue growth and higher retention of subscribers. The data shows that the possibility for a member to change a club’s shipping increases the cost of an order by an average of 20%. In addition, the drop-out rate of participants working on the package is reduced.
Among Trade7 customers, an average of 17.4% of the wine club members leaves in the first year. For those who have processed their club’s packages, the figure drops to 12.3%. High rates of exhaustion, especially during closures of personal tastings, make it difficult to supplement the club membership. Kamphuis notes that if you give them a good [online] shopping experience, they will buy again. Among the wineries that use the wine club customization features on Commerce7 , 74% offer a selection (customization) of clubs by users.
A potential problem for customers who can customize clubs is the impact on stock and the problems this can cause, especially for a small winery. Whether you are a large winery with 30,000 club members or a small winery, according to Kamphuis you should be able to use your e-commerce platform to estimate the inventory you need and act accordingly. If you have a winery that has 30,000 members, you can have people adjust it so that it doesn’t [the club’s cargo] come out in one fell swoop. It’s actually easier to do things this way, the Campus says. For a small vineyard it can be considered an e-commerce source instead of a traditional, quarterly wine club, he suggests.
The point we want to make is that we have to do what is in the interest of the consumer. If not, somebody else will, Campus says. For customers who shop online, you need to customize the content they see on your website based on their unique relationship with your brand.
The personalisation of e-commerce can be intimidating for winemakers, so you have to approach these things slowly, Kamphuis advises, and elaborates: If you are a novice and you have customers, please change the content of your homepage. Try to offer something on your homepage that will attract an anonymous visitor, something for beginning buyers and an option that will appeal to regular buyers. And of course, an option reserved for wine club members.
As part of the Commerce7 project, a database on the development of consumer preferences that determine the 2020 horizon and that will shape the DTC wine industry in the coming years has been created and made available for download. In searching our data, we’ve found many things we’d like to share with the industry and encourage our customers to take action, the Campus says.
Read the bold predictions of industry experts.
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