3 Ways to Sell Wine Online - Kevin Williams - Vin65
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Kevin looks at new trends in wine ecommerce to help your winery sell more wine DTC - including 3 actionable (and easily implementable) ways that successful wineries engage customers and sell wine online.
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3 Ways to Sell Wine Online - Kevin Williams - Vin65
- 1. Sell More Wine Online
- 2. Hello, my name is Kevin Williams
- 3. Ecommerce Is Growing 2010 2011 2012 2013 2014 2015 2016 167.3 billion 194.3 billion 224.2 billion 256 billion 289.8 billion 325.2 billion 361.9 billion
- 4. DTC Wine Is Growing 2010 2011 2012 2013 2014 2015 2.66 million 2.93 million 3.17 million 3.5 million 3.9 million 4.19 million
- 5. 1,200+ Ecom Sites on Vin65
- 6. Its Getting Easier 2010 34 States 2016 44 States “Source: Maryland DTC Report”
- 8. Wine Being Sold Online Is Small Wine Apparel Electronics Books General Retail 3% 14% 35% 74% 9% It’s easy to see this doubling or tripling “Source: http://rainmaker-labs.com/2015-ecommerce-trends-and-predictions-for-2016”
- 10. #1 - Bait
- 11. Email Is The Most Effective Digital Marketing Tactic
- 12. How Do You Capture Emails?
- 14. Use Kiosks
- 17. Single Focus
- 18. Mobile Friendly
- 19. Personalize
- 21. Focus on the Subject Line
- 22. Cellar Cab on Sale Until Tuesday! Free Shipping for 48 Hours Only! VIP Party -You're Invited June 1st!
- 23. Vin65 Platform Email Open Rates Average 26% Open Rate 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
- 24. Time To Send Sunday 26.5% Monday Tuesday Wednesday Thursday Friday Saturday 29.4% 32% 30.1% 26.5% 28.1% 27.4%
- 26. • Ask the first 20 people for their email • Wait 5 days – send them a thank you email • Monitor in 30 days 1. Start collecting emails
- 27. • First time buyer • Repeat customer • Loyal customer • Club member 2. Segment your email list
- 28. #2 - Buy
- 29. Wife said no
- 30. Apple said yes
- 31. Make It Easy To Buy Online
- 32. Product Drilldown Cabernet Sauvignon Only 3 left in stock $24.99 Add To Cart
- 33. Big Photo Cabernet Sauvignon Only 3 left in stock $24.99 Add To Cart
- 34. Big Bold Buy Button Cabernet Sauvignon Only 3 left in stock $24.99 Add To Cart
- 35. Availability Cabernet Sauvignon Only 3 left in stock $24.99 Add To Cart
- 36. Customer Ratings & Reviews Cabernet Sauvignon Only 3 left in stock $24.99 Add To Cart
- 37. Cart
- 38. Buttons Guide The User
- 40. Clean Checkout
- 43. Not Forced to Create An Account
- 44. Make It Easy To Buy On Mobile
- 45. Vin65 Mobile Traffic 2010 5% 2011 2012 2013 2014 2015 10% 18% 27% 31% 35%
- 46. 2015 DTC Traffic 35% of website traffic 5% of sales
- 47. General Retail Stats Almost 1/3 of sales are mobile “Source: https://www.internetretailer.com/2015/08/18/mobile-commerce-now-30-all-us-e-commerce”
- 48. What Makes a Great Mobile Site?
- 51. Simplify Forms
- 52. Secure
- 53. Faster
- 54. Shop Your Own Site
- 56. • Large bottle shots • No forced login on checkout • Great mobile experience 1. Make it easy to buy wine
- 57. • Use your mobile phone • Surf your website and buy a bottle of wine • Go through the process • Make it better 2. Shop your own site
- 58. #3 - Bag
- 59. What's a Great User Experience?
- 60. You've Got To Get Personal
- 61. Club W
- 62. Personalize It
- 63. Personalize It
- 64. Personalize It
- 65. Personalize It
- 66. The Experience Doesn't End When The Checkout Happens
- 71. SMS Messaging
- 73. • Get action emails setup • Abandoned carts • Credit card expiration • Order confirmation • Delivery notices 1. Automate your marketing
- 74. • Visitors - Ask them to rate their experience • Purchasers – Ask them to rate your wine • Get them to buy again on your website 2. Smart call to action
- 75. Bait, Buy, Bag
Editor's Notes
- Hello – My name is Kevin Williams and lead sales here at Vin65. Before we begin lets think back to a great experience in our lives. A wedding, a birthday party, a baseball game, whatever that may be. Those experiences are memorable and they stay with us. Everyone here is selling an experience – not just a product.
- Let’s talk about facts and what we can acknowledge. First, Ecommerce is growing – here are the stats for US Retail Ecommerce Sales in Billions in 2010-2016. Consistent Growth for all DTC ecommerce sales.
- Now, lets take a look at our industry. According to Wines and Vines DTC report – DTC wine sales are growing substantially year after year
- There are over 1,200 wineries using Vin65 to drive their ecommerce sales today. And as Jim noted previously there has been rapid growth through this channel. So we know first hand that ecommerce is possible.
- It’s also getting easier! 6 Years Ago Wine could only be sold/shipped to 34 States. Today, we can go direct to consumer in 44 states thanks to organizations like Free the Grapes. Our reach is getting bigger and much more available.
- BUT – this doesn’t mean ecommerce is easy. It takes a a lot of work. Selling wine online is difficult.
- And if you look at the grand scheme of things - wine being sold online is such a small percentage. Today 3% of wine is sold online. 14% for apparel. 35% of electronics. 74% for books. General merchandise is 9%. It’s easy to see that wine can double or triple.
- So – let’s focus on 3 steps to sell more wine online. BAIT, BUY, BAG
- First and most importantly, you need to guide people to your website. You have to Bait them. Driving traffic to your website is key. How do you do that?
- EMAIL! Email is rated as the most effective digital marketing tactic – and at Vin65 - we know it is the #1 way to sell more wine online
- So – if sending emails is the #1 way to sell more wine online. What’s the best way to capture emails?
- If you ask me – you should incentivize your staff as a team or individually. We have partners who pay out $1 for every email they capture. Your TR staff should be laser focused on collecting email addresses of everyone who walks thru the door.
- You can setup a kiosk in your tasting room. Enter to win a magnum, or contest … guess the number of corks, etc. The point here is that when your tasting room is slammed – you’re still collecting email address.
- Drill into your data to segment customers. Segmented lists are better – red wine lovers want to see red wine – club members want exclusive wines, send a different email to first time buyers, repeat buyers and club members.
- Email works best when it provides consumers with real value Something that is valuable to THEM specifically is best
- Your emails should be Single Focused – make sure the email is a single point – don’t have too many offers.
- Mobile Friendly –65 percent of all emails are read on a mobile device.
- Personalize This doesn’t have to be “Dear Kevin” Make sure the content is personal – In this case – a beach BBQ in their hometown, picnic at the vineyard
- Give something away. You got to have a great promo. -I left wine in my cart – Club W knows I’m new. So , they bought me a bottle of wine to sweeten the deal.
- Focus on the subject line – this makes or breaks whether someone opens an email. 50 characters or less is what we found to be the magic number
- On Vin65 – this is the open rate of email. From 0% to 95%. This is a graph over over 4000 email campaigns that all had at least 1000 recipients. How do you get a great open/response rate?
- When you send your email matters too. Best time to send an email 10:00am, 11:00am, 2-6:00pm People are messing around at work
- Right now–Focus on collecting email addresses in your tasting room Today–Ask the first 20 people in your tasting room for their email address. Wait 5 days. Send them a thank you email. Ask them to rate their experience and give them a discount or other incentive to buy online. In 30 days-see the effect. Have they bought something? Reviewed?
- If your not segmenting your list: Next Email Blast – segment your list – send 4 different emails: First Time Buyer – invite him to come online and buy more Repeat Customer – Shipping discount Loyal Customer – more than 2 purchases – try to get them to join the club Club Member – get them to refer a friend Monitor and record the effectiveness
- Alright – we talked about baiting people to your website. Let’s focus on getting them to buy #2 - Buy
- Even though Apple didn’t make the sale this one time – the experience they gave will make John come back and buy again.
- You have to make it super easy for people to buy your wine online. Let’s look at some things that will make your customers ecommerce experience a great one.
- Let’s take a look at your wine page.
- Big giant photo – must be a bottle shot.
- Clear pricing and discounts. Easy buy button Make it say “Add to Cart” or something that is very clear.
- Product Availability – give people an reason to buy now. It’s awesome if you can have your inventory precise – because nothing is more frustrating than trying to buy a product and then getting a phone call from the winery that the product is out of stock.
- WHO HAS BOUGHT ON AMAZON? DID YOU LOOK AT AT LEAST ONE CUSTOMER REVIEW? Exactly – so you know that reviews and ratings work.
- Moving on to the cart – summarizing the customers order.
- Prominent buttons to guide user to the checkout. These have to be the biggest buttons on the page.
- Make it clear what products are in the cart, estimate shipping and taxes so there’s no surprises on the checkout page. Not showing this upfront to your customer will just result in an abandoned cart later on.
- You have the person right where you want them – they are about to give you their credit card. A clean, streamlined process makes it easier to buy.
- Encapsulate the checkout experience. Remove the navigation – remove any distractions.
- Ask the fewest questions possible. Don’t ask them to sign up for your newsletter. Don’t profile them – you have time to do that later.
- DO NOT FORCE CUSTOMERS TO CREATE AN ACCOUNT. I find it funny how many wine websites make you sign up for an account. Think about it his way – someone walks into your tasting room, grabs a couple of bottles and heads to the till. They give you their credit card. The leave. SIMPLE. When the same person goes online to buy wine online you make it difficult for them. They have to create an account, they have to remember another user name and password. WHY? You let people just walk out of your tasting room without asking any information – so why demand information to buy wine online?
- We’re talking about buy here. We talked about making it easy for customers to buy wine on your site. We talked about making your club sign up easy. Now let’s talk about the importance of mobile. Customers choose how they interact with you – you’ve got to get the mobile experience right.
- 3% of Vin65 winery traffic is mobile. This doesn’t even include tablet traffic. It’s growing at a staggering rate. 2010 – 5%, 2011 – 10%, 2012 – 18%, 2013 – 27%, 2014 – 31% and 2015 – 35%
- So – if 35% of website traffic is from a mobile phone – why are mobile sales only 5% of ecommerce sales? Clearly there’s some room for improvement here – IF YOU CAN GET THE EXPERIENCE RIGHT. There is tremendous opportunity for growth of mobile sales.
- In fact – if you step out of the wine industry – Mobile accounts for more than 30% of ecommerce sales. So – people are clearly getting accustomed to buying with their mobile phones.
- So – how can you ensure a great mobile experience on your website?
- One website that looks good on any device. You get the same great experience on your phone – not a dumbed down version.
- These screens – they’re not that big . Web pages have a lot of elements and design going on. You want to keep it simple and optimized.
- WHO HAS FILLED OUT AN ONLINE FORM WITH A MOBILE PHONE? So – you know that entering content on mobile device sucks. You end up switching back and forth between text and numbers, and you lose where you are on forms. Keep your forms short.
- Ensure your checkout is secure – and give people a visual sense of security. With recent hacks at big retail chains like Home Depot and Target – security is top-of-mind.
- Remember speed is critical on mobile – especially if the data connection isn’t great – like 3G, 1X, etc. Lighten the pages, images, etc.
- And of course – the best way to succeed at this – shop your own website. See where you can get it better.
- 3 Must Haves: Large Bottle Shots (not labels) No Forced Login on Checkout Great mobile experience
- Using your mobile phone, surf your website and buy a bottle of wine – pretend you are a first time visitor Go through the complete process – see where it can get better – then make it better.
- Ok – so we’ve talked about Baiting people to your website – and getting them to buy wine online. Let’s talk about how we can bag that customer.
- How many wine labels are in the US today? What makes your wine better than your neighbor? Well – actually, usually it’s the experience. Experience is the only differentiator in an infinite choice of wines.
- Personalization always wins. People want to know this is specifically for them. This is especially important for the self-absorbed Millennial generation.
- Let’s look at Club W again… They’re setting the bar right now for the modern wine club. And it’s massively popular.
- Let’s look at the signup process. They start you off by taking a quiz.- and they ask you about coffee.
- The quiz continues asking about Salt.
- They ask you about citrus – they ask you 3 more questions – it feels like they are going to “hand select” the wine for you so you get exactly what you want.
- They show you the wines that are hand selected for you. If you scroll down this page you can add a few more wines to your box. How does your winery’s club signup compare?
- You’ve baited the customer – they’ve bought your wine. Now – remember that the experience doesn’t end when the checkout happens.
- Upon checkout a customer needs to immediately – within a minute or two – receive an order confirmation message.
- Within 3-4hrs the customer should receive a message that their order has shipped and get a tracking #.
- Let customers know what day their package is going to be delivered on – so they can be home to sign for it.
- We are also experimenting with emailing customers delivery exception emails. If they aren’t home to sign for their wine – they receive an email. Keeping in contact with your customers keep them in the know and get them assured you’re taking care of them,
- SMS messaging can be used in several ways – text out promotional codes, send out order updates, etc. This is a great revenue driving example at a concert.
- If you don’t automate these processes – find a technology stack that will let you send automatic emails for: Abandon Carts Credit Card Expirations Order confirmations Delivery notices
- 3 Must Haves: Thank them for stopping by the winery. Ask them to rate their experience. If they purchased wine – wait 15-20 days and ask them to rate your wine Get them to buy again by sending an email with a shipping included offer