Upload
vin65
View
44
Download
1
Embed Size (px)
Citation preview
©Copyright2016Vin65.Allrightsreserved.Vin65.com
WineryEcommerce101HowtosucceedwithDTCinthedigitalage
©Copyright2016Vin65.Allrightsreserved.
DTCwineisgrowing
3
2010 2011 2012 2013 2014 2015
2.7million
2.9million
3.2million
3.5million
3.9million
4.2million
©Copyright2016Vin65.Allrightsreserved.
Ecommerceisgrowing
4
2010 2011 2012 2013 2014 2015 2016
167billion
194billion
224billion
256billion
290billion
325billion
262billion
©Copyright2016Vin65.Allrightsreserved.
Winebeingsoldonlineissmall
5
Wine Apparel Electronics Books GeneralRetail
It’seasytoseethisdoublingor
tripling
3%
14%
35%
74%
9%
©Copyright2016Vin65.Allrightsreserved.
Vin65platformDTCsales
7
2013 2014 2015 2016
308million
528million 772
million
1billiondollars!
©Copyright2016Vin65.Allrightsreserved.8
Across1,200+wineries
$1.8billioninsales
Over9million
transactions
©Copyright2016Vin65.Allrightsreserved.
Top20%ofWineries
Bottom80%ofWineries
9
89%ofsalesaremadebythetop20%ofwineries
©Copyright2016Vin65.Allrightsreserved.
CaseProduction?
BigScores? Location?
HighBottlePrices?
DemographicFocus?
Dotheyhaveanunfairadvantage?
11
©Copyright2016Vin65.Allrightsreserved.
CaseProduction?
BigScores? Location?
HighBottlePrices?
DemographicFocus?
Dotheyhaveanunfairadvantage?
12
©Copyright2016Vin65.Allrightsreserved.
3xmoreecommercesales
14
9%
24%
41%
26%
Admin Club POS Ecomm
13%
23%
57%
7%3x
©Copyright2016Vin65.Allrightsreserved.
4xlargeremaillistsize
15
4944 6010
21608
29100
2014 2015
Bottom80% Top20%
+35%
©Copyright2016Vin65.Allrightsreserved.
AOVisover$100more
16
$209 $212$235
$330 $335$363
2013 2014 2015
Bottom80% Top20%
©Copyright2016Vin65.Allrightsreserved.
50%lessshippingfees
17
10.37%
5.89%
Bottom80% Top20%
Shippingasa%ofSales
©Copyright2016Vin65.Allrightsreserved.19
1. Useofflinetodriveonlinesales
2. Sendbetteremail
3. Givethemareasontobuymore
4. Focusontheuserexperience
5. Theexperiencedoesn’tendaftercheckout
HowYOU candoit
©Copyright2016Vin65.Allrightsreserved.
Offlinetoonline,acasestudy
20
$2,500innetnewecomsales
63%opened,7.5%converted
89emailscapturedandsent.
89TRTransactions($7500).
©Copyright2016Vin65.Allrightsreserved.
What’sthevalueofanactionemail…
21
TRtransactions/day 50
Emailcapturerate 50%
Actionemailsent 25
7.5%conversionrate 1.875
AOV $318
Netnewecom sales(day) $596.25
Newsales,annualized $ 131,175.00
©Copyright2016Vin65.Allrightsreserved.26
1. Useofflinetodriveonlinesales
2. Sendbetteremail
3. Givethemareasontobuymore
4. Focusontheuserexperience
5. Theexperiencedoesn’tendaftercheckout
HowYOU candoit
©Copyright2016Vin65.Allrightsreserved.
Firsttimebuyer
Repeatcustomer
Loyalcustomer
Segmentyouremaillist
29
Clubmember
©Copyright2016Vin65.Allrightsreserved.32
"CellarCabonsaleuntilTuesday!"
"Freeshippingfor48hoursonly"
"VIPparty– you'reinvitedJune1st"
©Copyright2016Vin65.Allrightsreserved.
Desktop35%
Smartphone49%
Tablet16%
35
65%ofemailswereopenedonasmartphoneortablet
Source:marketingland.com
©Copyright2016Vin65.Allrightsreserved.36
1. Useofflinetodriveonlinesales
2. Sendbetteremail
3. Givethemareasontobuymore
4. Focusontheuserexperience
5. Theexperiencedoesn’tendaftercheckout
HowYOU candoit
©Copyright2016Vin65.Allrightsreserved.
Whyshippingincentives?
39
Willadditemstocarttoqualifyforfreeshipping
Willjoinaloyaltyprogramtoqualifyforfreeshipping
58%
31%
Willtakeactiontoqualifyforfreeshipping
93%
Reasonforcartabandonment:higherthanexpectedshippingcosts
#1
Source:UPSPulseoftheOnlineShopperReport2014
©Copyright2016Vin65.Allrightsreserved.
46Brixshippingloyaltyplan
40
• LikeAmazonPrimeforwine
• Customerspay$79/yearandgetfreegroundshippingonordersfromparticipatingwineries
• Afterjoining,customersspend108%moreperyear
$2,232
$4,640
Before46Brix After46Brix
AnnualOrderValue
©Copyright2016Vin65.Allrightsreserved.41
1. Useofflinetodriveonlinesales
2. Sendbetteremail
3. Givethemareasontobuymore
4. Focusontheuserexperience
5. Theexperiencedoesn’tendaftercheckout
HowYOU candoit
©Copyright2016Vin65.Allrightsreserved.
Clearproductpages
43
CabernetSauvignonOnly3leftinstock
$24.99
AddToCart
©Copyright2016Vin65.Allrightsreserved.
Vin65mobiletraffic
49
2010
5%
2011 2012 2013 2014 2015
10%
18%
27%
31%
35%
©Copyright2016Vin65.Allrightsreserved.52
1. Useofflinetodriveonlinesales
2. Sendbetteremail
3. Givethemareasontobuymore
4. Focusontheuserexperience
5. Theexperiencedoesn’tendaftercheckout
HowYOU candoit
©Copyright2016Vin65.Allrightsreserved.59
3xEcommerceSales
4xEmailListSize
AOVisover$100more
50%LessShippingFees
WineryEcommerce101Recap
Whatmakesthetop20%different?
1. UseOfflinetoDriveOnlineSales
2. SendBetterEmail3. GiveThemaReasonto
BuyMore4. FocusontheUser
Experience5. Don’tletitendafter
Checkout!
Whatcanyoudotocompete?