3 Solutions to Streamline DTC Wine Sales
Between 2018 and 2019, the total revenue from direct-to-consumer (DTC) wine sales in Australia reached an impressive $1 billion, accounting for 13 per cent of winery income on average. The challenge, now, is to keep this momentum going through 2020.To do this, you may need to evaluate your current DTC strategy. In doing so, you’ll see what improvements you can make to streamline DTC wine sales, thereby improving operations and, ultimately, the customer experience. Here are three solutions worth considering:
1. Know your ideal customer
It’s easy to say that your ideal customer is anyone who buys your wine – which can be both foolish and misleading. If you don’t know who you are selling to, you may never achieve your goal of scaling up operations. Instead, you may end up spending thousands of dollars on marketing that doesn’t work. By knowing who your ideal customer is, you can streamline your marketing efforts and run impactful campaigns that generate results. With more winery customers demanding personalisation, making an effort to familiarise yourself with your customers can make a significant difference to your bottom line. So, check what tools you use to collect customer information both online and offline. Classify your customers into subgroups, such as age, gender or income bracket. Find out how much they spend on wine products per month and what wine preferences they have, including their favourite varietals. Customise your marketing communication based on what you know, engage with your customers and listen to what they want.
2. Use email to your advantage
It’s common knowledge that email marketing has tremendous potential and is one of the cheapest ways to ensure your brand remains top-of-mind among your customers. Use it to retain customers, and to engage with repeat customers. Getting new customers is great, but generating more sales through your loyal customers is even more effective, as these can lead to referrals. This way, you hit two birds (or more) with one stone. Send helpful, informative emails containing practical information that wine lovers can apply as they improve their wine experience. Let them know about any special offers, wine tasting events and updates about your products. Use email to persuade customers who aren’t members of your wine club to sign up and enjoy the perks of membership.
3. Check your online performance
Convenience is a major factor that has altered the retail sphere of business – something that online shopping addresses. And with online wine sales growing, you need to make sure you take advantage of this opportunity. Find out how your online sales performance stacks up against other sales avenues, and make sure you monitor the trends of your business. Are online sales growing, flat or declining? Does your website load quickly, and does it facilitate smooth online shopping? Is it responsive? Whatever data you collect regarding these items should inform your business strategy. You can do all of these things (and more) using an ecommerce solution that is dedicated to improving DTC wine sales. Wine One, powered by SAP Business One, enables wineries to ramp up sales by offering a centralised means of running the business whilst providing the data you need to make informed business decisions. If you want to know more about how Wine One from Solutions+ Partnership can help you drive sales performance for this year and beyond, please contact us.