corinna johnson - lessons learned from the top 20%
TRANSCRIPT
Series1
The Top 20%DTC DATA What can we learn from them?
Series1
Over 6 million transactions
From 5.3 million consumers
Across 1100 winery websites
Series1
$1.09 Billion in sales
Over 3 million cases of wine
Howwineries are selling.
Which consumers buying.
Source: Buzzfeed.com
Source: Buzzfeed.com
Two shocking discoveries..
Single men typically change their bed sheets 4 times/ year.
Source: Guardian UK
20% of Wineries Represent
88% of Ecommerce Revenue
TOP 20% Bottom 80%
9%
24%
41%
26%
Admin Club POS Web
13%
23%
57%
7%
Admin Club POS Web
3x More Ecom!
What makes the top 20% so
special?
Do they have an unfair
advantage?
Source: Pando.com
Case production?
Big scores?
High bottle price?
AOV?
Email list size?
Case production…Production Range TOP 20% Everyone
Else
Under 1,000 9% 16%1,000 – 4,999 32% 36%
5,000 – 49,999 45% 36%
50,000 – 499,999 11% 10%
500,000 and up 3% 2%
Bottle price…Price Range TOP 20% Everyone
Else
$11 - $19.99 14.14% 22.46%
$20 - $29.99 3.03% 3.39%
$30 - $39.99 20.20% 20.34%
$40 - $59.99 4.04% 3.18%
$60 - $99.99 57.58% 50.64%
$100 and up 1.01% 0.00%
Scores?
Some wineries in
top 20% have had
recent 95+
Scores?
...but79% don’t
have a recent 95+
Case production?
Big scores?
High bottle price?
AOV?
Email list size?
AverageEmail List size
TOP 20% Bottom 80%
29,100 6,010
5x more!
Average Order Value?
TOP 20% Bottom 80%
$318 $217
$100+
/order
How do they do that?
• Upsell• Shipping incentives• Loyalty programs
Three winning strategies to boost Average Order Value
Upsell
Upsell
Shipping Incentives
Source: UPS Pulse of the Online Shopper Report 2014
Shipping Incentives
58%
31%
Will add items to cart to qualify for free shipping.
Will join a loyalty program to qualify for free shipping.
Source: UPS Pulse of the Online Shopper Report 2014
Who buys from the top 20?
Loyalty Programs
Why invest in a loyalty program?
Unique Wineries Customers
10 or more 329 138 387 896 1705 4134 1,0693 3,9262 21,333
Loyalty Programs
Loyalty Programs
Loyalty Programs
Does it work? Yup.
Y e a r l y A v g B e f or e 4 6 B r i x 1 2 M ont hs B e f or e 4 6 B r i x A ft e r Jo i n i ng 4 6 B r i x0
500
1000
1500
2000
2500
3 X Growth
• Upsell• Shipping incentives• Loyalty programs
Three winning strategies to boost Average Order Value
Double your eCom challengeTOP 20% Bottom 80%
9%
24%
41%
26%
Admin Club POS Web
13%
23%
57%
7%
Admin Club POS Web
• Take one action to increase your AOV.
• Double the growth of your email list.
Double your eCom challenge:
