DTC STRATEGIC PLANNING"TOP 5 TIPS"

Vin65 Roadshow February 4, 2016Seghesio Family Vineyards

Presented by: DTC Wine Workshops

Welcome!

Sandra HessFounderDTC Wine Workshops

SINCE 2010THE VALUE OF THE DTC WINE SHIPPINGINDUSTRY HAS GROWN BY

66%

The RIGHT Technology withthe RIGHT Processes

Balance

TIP #1

Leverage

DTC Wine Case Studies

KEY TAKE-AWAY'S

1.  Phone contact increasescustomer loyalty and DTCsales revenue (Duckhorn)

2. Use of Mobile POS forlarge group tastings result inhigher average orders valuedue to CONSPICUOUSCONSUMPTION (GloriaFerrer & William Chris) 

3. Social Monitoring &Management = 30 new

groups per month(Cornerstone Cellars)

4. Solid Shipping Strategiesw/ Customer Servicetools grow DTC sales

nationally and retain loyalcustomers (Grgich Hills)

The Offline with OnlineCustomer Experiences

Balance

TIP #2

Balance

"Consumers spent $69.08billion online this past HolidayShopping Season, and $12.65billion was via mobile devices.Mobile accounted for 1 in 5online purchases during the2015 Holiday Season." -

ComScore Data January 8, 2016

WHAT IS YOURCUSTOMERTOUCH-POINTSCHEDULE?

TOUCH-POINTS =OPPORTUNITIES TO

DELIVEREXCEPTIONAL SERVICEIN BETWEEN VISITS

1. Minimum of 4-6 timesper year (two weeksafter each clubshipment)2. Birthdays

3. Club Anniversaries4. Invite to an Event5. Just because (WOWMoments with top 30%)6. Annual Survey by

phone

USE ACTION EMAILS IN VIN65To Re-Engage and Retain

• It costs FIVE TIMES more to acquire new customers than it does to keep currentones. (Forrester)• Returning customers spend on average 67% more than first-time customers. (Bain)• Customers are 77% more likely to buy a new product when learning about it fromfamily and friends. (Nielsen)

Average Club Membership is 18-24 months. What is yours?

STAY CONNECTED IN BETWEEN VISITS

About what your customers want -USE reporting tools & segmentation

Balance

TIP #3

LEARN

Balance

LEARN

WHO ARE YOUR TOP 30% OFCUSTOMERS BY LIFETIME VALUE?

How are youdetermining

LTV?

Balance

LEARN

HOW CAN YOU LEVERAGE CUSTOMERDATA TO INCREASE DIRECT SALES?

DO useSocial CRM

DATA Sourcesto Watch

Top 30% Lifetime ValueReportsWine Club Trends &VariancesDTC Sales ConversionTrendsReservation DetailsVisitor Demographics(DOB/State)Top Ship-To States

DATA Sourcesto Watch

Email Marketing Open& Conversion RatesSocialMedia Conversion RatesSurvey Results fromboth Club Segmentand Other CustomersE-Commerce Site AnalyticsReferral Trackingwith Hospitality Partners

Customers BACK withRESERVATION MANAGEMENTTOOLS & ONLINE PROMOSBalance

TIP #4

INVITE

REDEFINE CONVERSION

PATHS

PERFECT WORLD = 1st time visitor isqualified and converts to club member MORE REALISTIC WORLD = 1st timevisitor to buyer then repeat buyer andrepeat visitor (already member of 3-5clubs)IDEAL WORLD = 1st time visitorconnects with brand (qualified) buyssame day and is invited back to in-person or online depending on GEO.Responds to meaningful invite and isinvited to join the RIGHT CLUB

What tools does your team have towork in an IDEAL WORLD?

Balance

Average Order Value atSeated/ReservationStyle Tasting = $392

VS$75 at Tasting Room Bar

SVB Tasting Room Survey May, 2015

Balance

To Online Brand Mentions, CustomerFeedback and Social Sharing to make

REAL-TIME IMPROVEMENTSBalance

TIP #5

RESPOND

TOP 5 KEY TAKE-AWAY'S

1. LEVERAGE the right technologywith the right processes

2. BALANCE the Online with theOffline

3. LISTEN to what your customerswant

4. INVITE customers back inmeaningful ways

5. RESPOND to online brandmentions

Q & A

Thank You

Sources:http://www.shipcompliant.com/2016-direct-to-consumer-report/

http://www.winebusiness.com/wbm/?go=getArticle&dataId=46704http://www.winebusiness.com/wbm/?go=getDigitalIssue&issueId=6633

https://www.internetretailer.com/2016/01/08/mobile-accounts-nearly-1-5-online-holiday-purchaseshttp://svbwine.blogspot.com/2015/05/replay-of-2015-dtc-videocast-chat.html

Contact: sandra@dtcwineworkshops.com