How to Sell More Direct to Consumer

Andrew Kamphuis

The Professional Me

Owner of Vin65CTO at WineDirectandrew@vin65.com@andrewkamphuisCell: 604-613-5343

President

Vin65

Intro

700+ Winery Websites300+ Winery Mobile Sites90+ Facebook Apps50+ Winery iPad POS30+ Tasting Room Apps

WineDirectVin65: EcommerceCall for Wine: TelesalesWineDirect: FulfillmentMarketplaces

Intro

Andrew Kamphuis

The Real Me

How to Sell More Direct to Consumer

Direct to Consumer Growth

USA DTC Sales (in Millions)

Direct To Consumer Growth

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

50

100

150

200

25020112012

Source: http://www.winesandvines.com/template.cfm?section=widc&widcDomain=dtc

USA DTC vs Wholesale Market

Direct To Consumer Growth

DTCWholesale

Source:Compiled from Wines & Vines and Industry Sources

USA Demographics of Wine Buyer

Direct To Consumer Growth

Source: Silicon Valley Bank 2012 Wine Report

Millennials Gen X Boomers Matures0

5

10

15

20

25

30

35

40

45

50

Purpose of Direct to Consumer

Control of Your ProductControl StorageControl InventoryControl Allocation

Purpose of DTC

Control of Your BrandControl the Customer ExperienceControl PricingControl Positioning

Direct to Consumer Purpose

More MoneyMore Margin

Direct to Consumer Purpose

Goal of a DTC Program

Goal of DTC ProgramCreate RelationshipsIncite TrialsYou Need #1 and #2

Goal of Direct to Consumer Program

8 Ways Not to Sell Direct to Consumer

Clueless Tasting Room Staff

8 Ways Not To Sell

1

Unsafe/Unsecure Website

2

8 Ways Not To Sell

3

8 Ways Not To Sell

Don’t Recognize Your Club Members

8 Ways Not To Sell

4

Out of Stock Inventory on Your Website

IVRs – Interactive Voice Response Systems

5

8 Ways Not To Sell

6

8 Ways Not To Sell

Overwhelming Options

Exorbitant Shipping Rates

7

8 Ways Not To Sell

Stale Website Content

8

8 Ways Not To Sell

Ideas to Sell MoreDirect to Consumer

Channels for Direct to Consumer

Channels

Ideas to Sell More Direct to Consumer

Tasting Room

Ideas to Sell More Direct to Consumer

Active Outreach & Networking PlanWhere are Tourists Going to Find Info for Your Area? Hotels, Events, Other Wineries Chamber of CommerceOnline Advertising

Ideas to Sell More Direct to Consumer – Tasting Room

Drive “The Right” TrafficTracking Sources and SalesTweaking Offers to Partners Who

Send You CustomersTest Various Channels – See What

Works

Ideas to Sell More Direct to Consumer – Tasting Room

Monitor Social MediaCheck InsAnswering ReviewsHandling Complaints

Ideas to Sell More Direct to Consumer – Tasting Room

Secret ShopMake Sure You’re Competitive with

Destinations Around You

Ideas to Sell More Direct to Consumer – Tasting Room

Ask For The SaleIncrease Sale Closure Rate by 70%

Ideas to Sell More Direct to Consumer – Tasting Room

Collect Visitor Email AddressRe Contact Visitors After Their Visit

Ideas to Sell More Direct to Consumer – Tasting Room

Monitor and ReviewReview Sales Tactics Set Monthly Conversion Rates

Visitors to TastersTasters to BuyersBuyers to Wine Club

Post Metrics for Staff to See

Ideas to Sell More Direct to Consumer – Tasting Room

Print CollateralHave Collateral and Materials Out

and Easily Accessible

Ideas to Sell More Direct to Consumer – Tasting Room

Right Level StaffingHave Enough Staff to Accommodate

All the Visitors

Ideas to Sell More Direct to Consumer – Tasting Room

Train StaffReview Sales TacticsConduct TrainingEducate Staff Frequently

Ideas to Sell More Direct to Consumer – Tasting Room

Internet

Ideas to Sell More Direct to Consumer

Streamline the Checkout45% Increase When Removing the ‘Create Account’

Before Checking Out21.8% Increase When Switching to a One Page

Checkout

Ideas to Sell More Direct to Consumer – Internet

Source: http://www.getelastic.com/no-required-registration/Source: http://www.getelastic.com/single-vs-two-page-checkout/

Lose the Age Gate

Ideas to Sell More Direct to Consumer – Internet

High Bounce RateEveryone Lies on This

Form

Optimize for Mobile17% of Traffic (on Vin65)28% Higher Wine Sales (than Pinch-

Zoom)

Ideas to Sell More Direct to Consumer – Internet

Consumer Rating & Reviews20-50% Higher Conversion80% of Wine Ratings on Vin65 are 4 or 5 Star

Ideas to Sell More Direct to Consumer – Internet

Source: http://www.slideshare.net/paulsmarsden/social-commerce-the-case-for-user-reviews

Shop Your Own SiteWalk Through Your Order Process

With One Bottle, With a Case of WineAs a First Time Buyer, As a Club Member

Go Online and Compare the Process toAppleAmazonZapposOther Wineries

Ideas to Sell More Direct to Consumer – Internet

Offer Shipping DiscountsShipping is the #1 Deterrent to

Buying Wine OnlineShipping Discounts Out-Perform

All Other Discounts

Ideas to Sell More Direct to Consumer – Internet

Get the UI RightLargest Button for Action We Want the User to TakeSmaller Buttons for Other ActionsClearly Show Pricing, Discounts, and Shipping

Ideas to Sell More Direct to Consumer – Internet

Use Video To SellIncrease Sales From 6 to 30%

Ideas to Sell More Direct to Consumer – Internet

Source: http://www.reelseo.com/video-demos-sales-zappos/

Source: http://www.reelseo.com/video-demos-sales-zappos/

EmailAdd Top Navigation Bar to Email (Increase Click

Thru by up to 100%)Design “Above the Fold”Infuse Unique Brand Personality into the Subject

Line

Ideas to Sell More Direct to Consumer – Internet

Source: http://www.vin65.com/blog/3-Easy-Email-Design-Changes-That-Help-Boost-Response

Club

Ideas to Sell More Direct to Consumer

Get the Offering Right

Ideas to Sell More Direct to Consumer – Club

Is it 15%, 20%, Free Tasting, Parties, Events?Provide Unique and Memorable ExperienceProvide Great Wines

Communicate With Them

Ideas to Sell More Direct to Consumer – Club

Remember Key Dates

Ideas to Sell More Direct to Consumer – Club

Club Member Only Events

Ideas to Sell More Direct to Consumer – Club

Survey the Club Regularly

Ideas to Sell More Direct to Consumer – Club

Review Cancellation Data

Ideas to Sell More Direct to Consumer – Club

From Offline to Online

Ideas to Sell More Direct to Consumer

Order Follow Up

Ideas to Sell More Direct to Consumer

Abandon Cart

Ideas to Sell More Direct to Consumer

Connect POS and Web

Ideas to Sell More Direct to Consumer

Mailing Paper Invitations

Ideas to Sell More Direct to Consumer

Kiosks

Ideas to Sell More Direct to Consumer

Conclusion

How to Sell More Direct to Consumer

Experience Matters

How to Sell More Direct to Consumer

Questions?