How to make repeat customers through online sales
Direct-to-consumer sales are a vital component of a winery’s business plan. Many wineries are utilizing the power of the internet to build direct-to-consumer sales, from winery’s online stores to online marketplaces. Reaching and retaining the e-consumer is becoming an increasingly important aspect of direct sales.
Here are a few strategies to help wineries RETAIN the customers they reach through online sales and marketplaces like AmericanWinery.com.
1. Ensure that your wine info is as complete as possible – tasting notes, label images, accolades, technical info, and more. The customer is about to make a purchase from your winery without ever tasting the product, and this information helps consumers make a confident purchasing decision.
2. Add the personal touch. Marketing materials, wine club information, your most recent newsletter, a personal thank you note – the extra effort helps to connect the customer to your WINERY in addition to your wine.
3. Ask for feedback from your consumers! There are plenty of ways to do this, from a personalized comment card included in the package, to inviting the customer to rate and review the wine at AmericanWinery.com. A customer who feels that their opinion is valued is much more likely to buy from them again!
I’ve been very impressed with the efforts of wineries like Fantesca Estate and Winery, Forth Vineyards, and Miller Wine Works, and there are many other ‘best practices’ that I’d love to see posted here. The great news is that it’s possible to create loyal customers without them ever visiting your winery.
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July 24th, 2008 at 6:59 am
I love the idea of online sales with great customer service and support. I recently ordered a gift basket with two bottles of wine, glasses and corkscrew from the Jamesport Vineyards. I called and spoke with someone there a week ahead of the event (the wedding of a good friend) and explained that I wanted the gift basket to be there at the hotel where my friend and her new husband were going to spend two days. I had already talked to people at the hotel about whether they would be willing to receive and set up the gift in their room–they said they would be delighted to do that.
My account was charged $90 for the gift and shipping. Unfortunately the gift did not arrive until the Monday after the wedding– after my friend and her husband had left the hotel. I called Jamesport Vineyards and they apologized, said that they had sent it 3-day delivery by UPS and that it should have gotten there in time. Well, it didn’t. I told them I would have gladly paid much more in shipping to assure its delivery. They made no offer to compensate the problem. I left it at that until I later talked with my friend and found that (after they drove back to the hotel to retrieve the gift) one of the glasses had shattered during shipping. I had been disappointed that the gift didn’t arrive in time, but really dismayed at the thought that my friends had to open a package filled with broken glass to retrieve their wine.
I wrote to Jamesport Vineyards to tell them about the broken glass (on top of the missed delivery date) and requested a refund of $30.00 as compensation. I didn’t ask for a full refund because they did get the wine and I think that’s fair. They ignored my request. They have not responded in any way.
I still think I had a great idea for a gift, but the execution of the idea was so disappointing. I hope that other vineyards will offer similar services, but will make sure that there is more attention to detail.
July 24th, 2008 at 8:14 am
@Peg This is so unfortunate! Wineries have a great opportunity to make an impression on both the gift-giver and the gift receiver with orders like this, and it is sad to see these opportunities wasted!
Thanks for sharing this story!