bus 800-102-14-su - class 2 - ronald scharman
TRANSCRIPT
1BUS-800-102-14-SU
Wine eCommerce
BUS-800-102-14-SU:Wine eCommerce
Presented by: Ron Scharman
May, 14. 2014Session:2
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Wine eCommerce
QUESTION FOR THE SEMESTER:
How do we sell a 3-dimensional
story in a 2-dimensional world?
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Wine eCommerce
Tell your story + tell it well
(the magic 15%)
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Wine eCommerce
HOW IS WINE SOLD ONLINE?
Winery Retailer – 8,000+ wineries in North America
Internet Retailer – www.wine.com, www.elanvineyards.com(17/20)
Discount Internet Retailer – www.wineaccess.com
Marketplace – www.vintnersalliance.com
Community Member Site – www.winecommune.com
Flash Sale/Daily Deal Site – www.winestillsoldout.com
Affiliate Marketing Site – www.bottlenotes.com
Wine Auction Site – www.winebid.com
Cause Marketing Wine Site - www.onehopewine.com
Direct to Trade Site – www.winetradedirect.com
Growing Number of Wine
CommerceBusiness Models
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Wine eCommerce
How Important is the
DTC Channel to the Majority of the
8,000+ Wineries and Wine Brands?
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Wine eCommerce
...VERY!! SMALL WINERIES DOMINATE DTC
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Wine eCommerce
eCommerce Basics
The digital footprint is increasingly important for
small-to-medium-size wineries that are shut out of the three-tier distribution channel.
It starts with a great website…………
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Wine eCommerce
Building Blocks for Websites
Factors to Consider• Software platform• Compliance Solution• Design/Project
Management• Features• Why websites fail to
perform
Software/Compliance• CMS/Cart Options• Cost• Training/Ease of use• Integrations -ShipCompliant,
CRM, Marketing options• Designer considerations, data• User experience, SEO
Why Winery Websites Fail• Design by committee, boring• Hard to navigate, hard to buy• Not engaging brand story or user
experience• Bad Q/C, stuff doesn’t work• Browser incompatibility• Content/Data not updated
Features• Ease of shopping – “1 Click”• Ease of navigation• Compliance made easy• Rich, relevant content –SEO• Multiple data capture opportunities• Promotional marketing tools
Design• Designer/template• Site Map/Navigation • Wire frames/sketches• Functionality testing• Brand relevance• User Experience
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Wine eCommerce
WINERY COMMERCE ECOSYSTEM
Mobile Commerce
Wine Apps
SMS Text
Commerce Anywhere
Pop Up
Virtual Commerce
Social Commerce
Facebook/Pinterest/Twitter
Crowdsource
POS
Mobile POS
Kiosk
Tasting Room
Wine Club
Allocation/Mailing List
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Wine eCommerce
DTC Best Practice: 360 Degree Customer View
eCommerce
Wine Club
Allocations
Tasting Room
Recipe Engine
Social Media (Social
Commerce)
Mobile
Telesales (inbound & outbound)
SMS (Text)
Email Marketing
Visitor Reservations
Newsletter
Mobile POSSearch Engine Optimization
(SEO)
Retail Locator Winery
commerce ecosystem
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Wine eCommerce
Questions?If you have a question please type it into the Questions box on your screen.
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Wine eCommerce
Assignment for Week 3
Go out and visit winery or wine retail websites
Find one that executes engagement strategy well
Find one that poorly executes engagement strategy
Email me your picks