Sandra Hess - Measuring DTC Sales Success
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Transcript of Sandra Hess - Measuring DTC Sales Success
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MEASURINGDTC Sales Success
Tuesday, May 26, 2015
Vin65 Roadshow Walla Walla, WA
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Hello!
Sandra HessFounderDTC Wine Workshops
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million cases of wine were shipped direct throughout the US (a 15.5% increase over 2013)
21% increase in volume for wines priced $15 and less
Total sales of winery-to-consumer shipments increased 13.6% to
3.95
$1.82
BILLION
INCREASEProfit
Margins
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Today we will focus on:1. DTC Conversion Tools
2. Segmentation & PreferenceBased Marketing
3. Mobile POS Case Study
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Conversion Tools for moving
Tasting Room Guests to BUYERS:
Offer First-Time Guests a Shipping Promo Code torepurchase! Hand-written on a business card isbest!
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Conversion Tools for moving Tasting
Room Guests to BUYERS:
Club Event Guests: VIP Tasting Code to return (ifthey didn't join wine club)
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Conversion Tools for moving Tasting
Room Guests to BUYERS:
Newsletter Sign Up: Get $___ Off Same Day Visit ORShipping Included for first online order!
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Conversion Tools for moving
first-time buyers to REPEAT:
Product Bundles: Top Selling Products with peerreviews
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Conversion Tools for moving
first-time buyers to REPEAT:
Offer Online Reservations& Tasting Experiences toimprove Club Sign UpConversion and IncreaseAverage Order Value: 40-50% greater than walk-in's
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Conversion Tools for moving
first-time buyers to REPEAT:
First-Time CustomerShipping Promo Code onStore Page: Get CREATIVE!
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SEGMENTATION
&Preference-Based
Marketing
Email Marketing$$$
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MOBILEPOINT-OF-SALE
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William Chris Vineyards
Reduced Club Churn 3-4%
INCREASE IN
30%
INCREASE IN CASE SALESTO LARGE GROUPS
TASTING ROOM SALES
July 2014 to Curent
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DeliveringCustomer Experiences
EXCEPTIONAL
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