02 Sep Selling Direct to Consumers

Winter is the ideal time to tune up your direct-to-consumer (DTC) sales division as visitation is slower and more attention can be put on back-of-house activities. Appoint a senior team member to take ownership when conducting your annual DTC sales tune-up to ensure the job gets done effectively and consistently. Here’s a six-point checklist you can use year after year to drive success.

AS PUBLISHED IN WBM JUL/AUG 2018

WORDS ROBIN SHAW, WINE TOURISM AUSTRALIA & SANDRA HESS, DTC WINE WORKSHOPS

1. CLEAN UP YOUR CONSUMER DATABASES

Block out two- or three-hour windows to conduct a consumer database clean-up. Ensure all active member records are complete and contain all necessary contact information such as phone numbers, mail and email addresses. Take the time to add a few notes about member preferences, important facts shared, and other information if available. Check for duplicate records in your order management and email marketing systems. If you are using WineDirect for order management, locate the ‘DeDupe Contacts’ tool under Settings and then pick from the Import/Export dropdown list. You can de-duplicate records by email address, name and address, or name and phone. Other systems have similar options. Once active member records and customer files are cleaned up, you will be in good shape to update your list segmentation.

2. UPDATE CUSTOMER MARKETING LISTS

Segmenting your email marketing lists enables you to communicate effectively with your members based on customer type, location, preferences, and more. Take time to separate your ongoing members and regular purchasers from first-time cellar door visitors and further segment by postcode to identify people living within a two-hour drive time versus those from out of the area. Use this information to develop specific invitations to encourage first-time visitors to join your club and create newsletter subject lines targeted to audiences based on their proximity to the cellar door. Remove contacts who have opted out and bounced from your lists in the past year and review your ‘contact types’ list to ensure they are being used effectively to re-engage and support your marketing initiatives. Contact types in your order management system should mirror those in your email marketing software. We recommend you revisit your marketing lists twice a year to clean up and further segment based on past campaign successes.

TIP: When developing your Annual Customer Touch-Point Schedule, you will need to have a clear understanding of who your customers are by type before developing an effective touch-point strategy.

3. CONDUCT AN ONLINE AUDIT

When was the last time you shopped your wine brand online? During your tune-up period, block out two one- to two-hour slots and conduct a Google search using the most common search phrases to locate your winery website (clear your browser and cache first). Notice which listings show up when you type each phrase and whether you can easily find 5-star ratings under TripAdvisor, Yelp, and Google Reviews. Check the timeliness of your team’s replies to reviews and whether your business listing and information need to be updated within these platforms.

Can prospective visitors easily locate your cellar door information, experience options, and a tagline describing your wine brand? Check that all links are working properly as these can break if your website has recently been upgraded or changes made to the site. Also, click on each link from referral websites to make sure they are still working.

Next, shop your website as a new customer. How many clicks does it take to get from the homepage to order completion? Keep in mind that two or three clicks in two to three minutes is optimal as today’s connected consumer is shopping with this expectation. Does your store page include a flat rate and competitive shipping options? Studies tell us that the number one reason for wine e-commerce cart abandonment is because affordable shipping rates were not disclosed early enough in the shopping process.

As you wrap up your website audit, ask yourself how easy it was to:

1. 1. Join the mailing list to receive invitations and offers.
   2. Learn about club membership benefits and upcoming events.
   3. Join the wine club using a secure one-page checkout form.
   4. Locate visitor options, inquire about a group visit, or schedule a private tasting experience.
   5. Find the latest press, scores, winery news, etc.
   6. Locate an events calendar to purchase tickets or inquire about attending.
   7. Navigate quickly to a contact number or email throughout the site.
   8. Read customer reviews at the product pages.
   9. View two- to three-minute videos at the product, club, and visit pages.
   10. Access all the above from any device including a smartphone, tablet, and desktop.

4. REVISIT CONSUMER PACKAGING AND UPDATE TO STAY RELEVANT

When was the last time you looked at your product packaging? Do bags, boxes, wrappings, and labels reflect – and tell – your brand story? Take a look at what other cellar doors are using and whether a regional message on bags and boxes might be worth including alongside your brand. Consider whether there is a local demand for six-bottle reusable bags or a sturdy box that visitors can fill as they travel. Think about ways to maintain engagement by including inserts in each club package with beautiful visuals and winemaker notes and extend invitations to re-engage in bags at the point of sale and in shipments. Extend your brand to friends and family through gifting programs by including options in your club brochure and order forms.

5. REVIEW YOUR REFERRAL PROGRAMS TO OPTIMISE PERFORMANCE

Alliances and partnerships drive business to your cellar door through direct referrals. If you haven’t done so formally, introduce a system for neighboring cellar doors, hotel concierges, and other key service providers to refer visitors and provide a point of contact. Ensure tour operators, drivers, and hosts at popular restaurants in your region can easily describe and position your visitor experiences. Develop and distribute a small marketing piece such as a 4×6 postcard designed specifically for your hospitality partners. If you have a referral program in place, run reports against your referral partner’s performance and review how you reward those who continue to send qualified guests your way. Is it time to provide improved give/gets to those referral partners who have stopped interacting? Loyal club members are an excellent source of referral business. Are you providing a main point of contact to loyal club members who want to send friends and family your way? Consider introducing incentives to reward advocates each time a successful referral occurs.

6. MYSTERY-SHOP YOUR CELLAR DOOR

Your cellar door is the heart of your DTC program and needs to be a welcoming hospitality space for your guests. Undertake a formal evaluation or enlist friends to critique your cellar door from a visitor’s perspective. Consider every touchpoint from the moment people arrive, park, enter your cellar door, locate the amenities, and engage with your staff. Some say cleanliness is next to godliness, so take a close look at windows, displays, bottles, behind-the-counter shelves, toilets, and forgotten corners – the way you present your premises and products directly reflects your brand values. Observe staff reaction times, presentation techniques, and engagement levels. How well is your story being told? Is your team selling effectively? Maybe it’s time for a customer service or sales refresher course.

DTC SALES

Robin Shaw of Wine Tourism Australia and Sandra Hess of DTC Wine Workshops, designed a series of webinars to assist winery teams in establishing and growing DTC sales. Mystery shopping and staff training programs are also available on demand. Visit contact robin@winetourismaustralia.com.au for further information.