3 ways to sell wine online - kevin williams - vin65

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 You!Kevin@Vin65.com