3 ways to sell wine online - kevin williams - vin65
TRANSCRIPT
Sell More Wine Online
Hello, my name is Kevin Williams
Ecommerce Is Growing
2010 2011 2012 2013 2014 2015 2016
167.3 billion
194.3 billion
224.2billion
256billion
289.8 billion
325.2billion
361.9billion
DTC Wine Is Growing
2010 2011 2012 2013 2014 2015
2.66 million
2.93 million
3.17 million
3.5million
3.9million
4.19million
1,200+ Ecom Sites on Vin65
Its Getting Easier
201034 States
201644 States
“Source: Maryland DTC Report”
Ecommerce Isn't Easy
Wine Being Sold Online Is Small
Wine Apparel Electronics Books General Retail
3%
14%
35%
74%
9%
It’s easy to see thisdoubling or tripling
“Source: http://rainmaker-labs.com/2015-ecommerce-trends-and-predictions-for-2016”
Bait, Buy, Bag
#1 - Bait
Email Is The Most EffectiveDigital Marketing Tactic
How Do You Capture Emails?
Incentivize your staff
Use Kiosks
Targeting Your Customers
Customers Want Value
Single Focus
Mobile Friendly
Personalize
Give Something Away
Focus on the Subject Line
Cellar Cab on Sale Until Tuesday!
Free Shipping for 48 Hours Only!
VIP Party -You're Invited June 1st!
Vin65 Platform Email Open Rates
Average 26% Open Rate
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Time To Send
Sunday
26.5%
Monday Tuesday Wednesday Thursday Friday Saturday
29.4%32%
30.1%
26.5%28.1% 27.4%
• Ask the first 20 people for their email• Wait 5 days – send them a thank you email• Monitor in 30 days
1. Start collecting emails
• First time buyer• Repeat customer• Loyal customer• Club member
2. Segment your email list
#2 - Buy
Wife said no
Apple said yes
Make It Easy To Buy Online
Product Drilldown
Cabernet SauvignonOnly 3 left in stock
$24.99
Add To Cart
Big Photo
Cabernet SauvignonOnly 3 left in stock
$24.99
Add To Cart
Big Bold Buy Button
Cabernet SauvignonOnly 3 left in stock
$24.99
Add To Cart
Availability
Cabernet SauvignonOnly 3 left in stock
$24.99
Add To Cart
Customer Ratings & Reviews
Cabernet SauvignonOnly 3 left in stock
$24.99
Add To Cart
Cart
Buttons Guide The User
Estimated Order Total
Clean Checkout
Navigation Removed
Minimal Questions
Not Forced to Create An Account
Make It Easy To Buy On Mobile
Vin65 Mobile Traffic
2010
5%
2011 2012 2013 2014 2015
10%
18%
27%
31%35%
2015 DTC Traffic
35% of website traffic
5% of sales
General Retail Stats
Almost 1/3 of sales are mobile
“Source: https://www.internetretailer.com/2015/08/18/mobile-commerce-now-30-all-us-e-commerce”
What Makes a Great Mobile Site?
Seamless Responsive Design
Simplify The Page
Simplify Forms
Secure
Faster
Shop Your Own Site
• Large bottle shots• No forced login on checkout• Great mobile experience
1. Make it easy to buy wine
• Use your mobile phone• Surf your website and buy a bottle of wine• Go through the process• Make it better
2. Shop your own site
#3 - Bag
What's a Great User Experience?
You've Got To Get Personal
Club W
Personalize It
Personalize It
Personalize It
Personalize It
The Experience Doesn't EndWhen The Checkout Happens
Order Confirmation
Order Has Shipped
Order Delivery Date
Delivery Exception
SMS Messaging
• Get action emails setup• Abandoned carts• Credit card expiration• Order confirmation• Delivery notices
1. Automate your marketing
• Visitors - Ask them to rate their experience• Purchasers – Ask them to rate your wine • Get them to buy again on your website
2. Smart call to action
Bait, Buy, Bag
Thank [email protected]