Insight 2013 Presentation
-
Upload
andrew-kamphuis -
Category
Documents
-
view
3.996 -
download
3
Transcript of Insight 2013 Presentation
How to Sell More Direct to Consumer
Andrew Kamphuis
The Professional Me
Owner of Vin65CTO at [email protected]@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?