roadshow 2014 okanagan

The 5 Best Ways

To Increase YourEcommerce Sales

Hello My Name is

Andrew Kamphuis

Sell More Wine

Ecommerce World Is Moving Crazy Fast

Amazon“Anticaptory Shipping”

Picture can be headlines, etc of a article.

Amazon Anticipatory Shipping

Wake up and Smell the Bacon

AmazonDelivery by Drone

Amazon Delivery By Drone

Does Wine Sell Online?

Kevin OLeary

Money Talks…

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0

5000000

10000000

15000000

20000000

25000000

30000000

35000000

40000000

$302m across 886 websites

2013 Ecommerce on Vin65

Bottom 80% Top 20%0

50000000

100000000

150000000

200000000

250000000

300000000

2013 Ecommerce on Vin65

Top 20% SoldDid 93% Of Ecomm

The 5 Best Ways

To Increase YourEcommerce Sales

2. Go Mobile

1. Use Offline to Get Them Online

3. It’s the Shipping

4. User Experience

5. Personalization

5 Ways

ImportantOnes

Use Offline to Get Them Online1

Breakdown of Winery Direct-to-Consumer Sales

Source % Of Sales

Tasting Room 62%

Club 20%

eCommerce 6%

Events 12%

Wine Business Tasting Room Survey (May 2013 issue)

Your goal is to make this 40%. Not 6%

Organic Search

Direct

0 2000000 4000000 6000000

Organic Search

Direct

0 20000 40000 60000 80000

Direct Traffic vs Search

6 Million Visitors – July 25th, 2013+ Number of Orders From Those Visitors

Proof that Email Works

All Email (Action, System, Mass) All Buyers - Action Email 1st Time Buyers - Action Email0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

2013 Email Open Rates on Vin65

Proof that EmailingTasting Room Visitors Works

How To Execute

Action Email

A Good Action Email from Vin65 #3

Andrew to Find Email

Karson – Wrong Email. Use the one with Subject “Thank You For Visiting”

The Perfect Action Email

2. Recognizes They Are a 1st Time Buyer

1. Thank Them For Their Visit

3. Solicit Feedback

4. Incentives Them to Buy More

A Good Action Email from Vin65 #3

Andrew to Find Email

Connect Your POS to Your Website

Benefits

Benefits

Winery Benefits

Email List Grows Significantly

Total View of Your Customer

True Lifetime Value

Market Better

Better Understanding of Customer

Customer Benefits

View Order History

See Tasting Room Purchase

Receive Better Marketing

What If I Can’t Connect

My POS to the Web?

Get Mobile2

Nov 2010 Nov 2011 Nov 2012 Nov 20130%

5%

10%

15%

20%

25%

30%

Over 25% Mobile

Vin65 Mobile Traffic

Mobile Websites

Mobile Websites

Is Your Website Accessible?

Percentage of Email Opened on a Phone

http://marketingland.com/report-65-of-marketing-emails-were-opened-on-mobile-devices-in-q4-2013-71387

Mobile48.23%

Desktop & Tablet51.77%

28 X

How To Execute

Seamless Transition

Responsive Design

Remove All Distractions / Simplify The Page

Make Your Forms Shorter

Make Sure it’s Secure

Get Faster

Shop Your Own Site on Mobile

It’s The Shipping3

Your WineryGround Free

Priority Mail $7.00

2 Business Days $15.00

1 Business Day $25.00

Ground ??

Priority Mail ??

2 Business Days ??

1 Business Day ??

Ground: FreeStandard: $ 4.982 Day: $14.971 Day: $24.97

Your WinerySuper Saver Free

Standard $3.99

2 Days $12.98

1 Day $19.98

Ground ??

Priority Mail ??

2 Business Days ??

1 Business Day ??

But What About Wine

Excuses For High Shipping Rates

2. Packaging Costs

1. Wine is Heavy and Fragile

3. Adult Signature Required

4. Inability to Negotiate with Carriers

5. Distance to Consumer

My Users Don’t Care About Shipping

C

B A

How To Execute

Do NOT Pass On The Shipping Rates

Use Realistic Shipping Rates

Be Upfront About Shipping Costs

Use Shipping Incentives

Start a Shipping Program

Join A Shipping Program

Beyond Shipping

Tracking Numbers

Delivery Time

The Packaging

The User Experience Matters4

The Zappos Shopping Experience

Andrew – Photo

How To Execute

Your Wineryvs

What Really Matters

Photography

Consumer Ratings & Reviews

Get the Buttons Right

Streamline The Checkout

After Sales Experience

Shop Your Own Site

Personalization5

Personalization as a Driver of Sales

59% of online shoppers believe that it is easier to find interesting products on personalized ecommerce websites

56% of online shoppers are more likely to return to a site that shows product recommendations

53% of online shoppers believe that personalize ecommerce websites

provide a better service

45% of online shoppers are more likely to shop on a site that offers personalized recommendations

Amazon Example

How To Execute

Say Hello

Show Them The Wine They Want

Make the Right Recommendations

Personalize / Relevant Email

The 5 Best Ways

To Increase YourEcommerce Sales

2. Go Mobile

1. Use Offline to Get Them Online

3. It’s the Shipping

4. User Experience

5. Personalization

5 Ways

ImportantOnes

sales@vin65.com