Moving Mindfully Into E-Commerce

Stacy Kriedeman, Director of Marketing Communications, Branding and Design

Pennsylvania Liquor Control Board

Moving Mindfully Into E-Commerce

E-Commerce Background

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Launched the first e-commerce site in late 2002

The site started with 525 wine products with a focus on super-premium and hard-to-find products

In 2003, spirits were added and the product selection was expanded to more than 1500

Rebranded the site in 2010 to mimic the

store rebrand

The focus remained on high end and hard-to-find products

Added additional educational content such as wine and food pairing suggestions, a party planning calculator and home entertaining tips

Currently in Phase One of a complete redesign of the site with new functionality

Website vs. Apps

Mobile

Since our e-commerce site

was not mobile friendly,

we launched two mobile

apps in 2012, one for

iPhone and one for

Android devices

Some unique functionality

such as “Scan Bottle”

Moving Mindfully into E-Commerce

Focus on improving the consumer experience and convenience Started shipping to homes and/or businesses in PA in late

2011

Added Live Chat functionality in 2011

Continued focus on search functionality

Added lotteries for highly allocated items that are in really high demand

Developed one product catalog

Recently, added the ability to order Special Order products online and we’ve started expanding our online product catalog

Search Improvements

BEFORE AFTER

Search Improvements

Earlier this year, we created

one catalog with e-commerce

products, in store products and

special order products

Added filters for brand, size

and promotion among others

filters to more easily find

product

Modified the search to make it

a fuzzy search so it would

bring back more results

Expanding Online Product Catalog

Special Order

Online Sales

FISCAL

YEAR

TOTAL

SALES

TOTAL

NUMBER

OF ORDERS

YEAR OVER

YEAR

REVENUE

GROWTH

AVG.

ORDER

VALUE

2016-17 $2,520,301 16,009 11.4% $157

2015-16 $2,263,393 17,319 5.0% $130

The “Amazon Effect”

E-commerce represents about 10% of all U.S. retail

Amazon has about a 43% share of that business

Consumer expectations Free shipping

Same day or next day delivery

Competitive pricing

Quick and easy checkout

E-Commerce Goals

Goals when thinking of e-commerce Create an engaging experience that balances relevant content

based on people’s entertaining needs and interest with products that help support that lifestyle

Provide a responsive, mobile first design

Create an easy shopping and frictionless check-out process

Create a true omni-channel shopping experience with better integration of back-end systems of online and brick and mortar stores

Allow consumers the ability to place orders online and pick up at a set time in store

Provide delivery service of products ordered online

Deploy content management tools to increase Marketing’s ability to quickly and efficiently modify content

Important Information To Know As We Move Forward

What do we know about our customers so far

What are they coming to our site to do

Why are they leaving, abandoning carts

How long are they spending on the site

Where are they coming from prior to visiting

our site

What device are they using to access the site

(desktop, mobile or tablet)

Who Are Our E-Commerce Customers

What Are They Coming To Our Site To Do

September 2017

Dynamic Pages & Forms

Page Views % of Total

Visits

1 http:// www.finewineandgoodspirits.com/webapp/wcs/stores/ servlet/ProductDisplay

1,549,178 34.83% 255,542 Product Detail

2 http:// www.finewineandgoodspirits.com/webapp/wcs/stores/ servlet/StoreCatalogDisplay

316,502 7.11% 180,568 Home Page

3 http:// www.finewineandgoodspirits.com/webapp/wcs/stores/ servlet/SearchResultsView

388,770 8.74% 99,422 Search results

4 http:// www.finewineandgoodspirits.com/webapp/wcs/stores/ WineandSpirits/ShoppingArea/ CatalogSection/SearchSubsection/ AutoComplete.jsp

421,503 9.47% 79,010 Keyword

Search bar

5 http:// www.finewineandgoodspirits.com/webapp/wcs/stores/ servlet/CatalogSearchResultView

246,376 5.54% 72,106 Search

from navigation

6 http:// www.finewineandgoodspirits.com/webapp/wcs/stores/ servlet/ CategoryProductsListingView

445,788 10.02% 66,540

7 http:// www.finewineandgoodspirits.com/webapp/wcs/stores/ servlet/FindStoreView

135,483 3.04% 62,529 Store Locator

8 http:// www.finewineandgoodspirits.com/webapp/wcs/stores/ servlet/ProductDetailInStore

194,431 4.37% 34,980 Locate

store for a product

9 http:// www.finewineandgoodspirits.com/webapp/wcs/stores/ servlet/MonthlyInstore

38,811 0.87% 31,711 Monthly

Stores Sales

10 http:// www.finewineandgoodspirits.com/webapp/wcs/stores/ servlet/StoreStateSearch

115,784 2.60% 28,053 Locate all

stores that carry a product

What Are They Coming To Our Site To Do

Most Downloaded Files

File No. of

Downloads % of Total Downloads

Visits

1 http:// www.finewineandgoodspirits.com/static/pdf/ monthlyInStoreSale/FWGS_201709.pdf

29,008 12.28% 19,348

2 http:// www.finewineandgoodspirits.com/static/pdf/ Sep2017_FWGScoupons_eSpot.pdf 140,220 59.37% 18,603 3 http:// www.finewineandgoodspirits.com/static/pdf/ FWGScoupons.pdf 29,445 12.46% 17,287

4 http:// www.finewineandgoodspirits.com/static/pdf/ monthlyInStoreSale/FWGS_201710.pdf

14,089 5.96% 7,098

5 http:// www.finewineandgoodspirits.com/static/pdf/ Sep_2017_Sweeps.pdf 3,855 1.63% 1,366 6 http:// www.finewineandgoodspirits.com/static/pdf/ Sep2017_Fall_into_Gin.pdf 3,029 1.28% 1,184 7 http:// www.finewineandgoodspirits.com/static/pdf/ Sep2017_Oktoberfest.pdf 2,193 0.92% 878

8 http:// www.finewineandgoodspirits.com/Stores.war/ WineandSpirits/ATTACHMENT/ HolidayCocktails_2011.pdf

823 0.34% 742

9 http:// www.finewineandgoodspirits.com/static/pdf/Recipes/ Sep2017_Cocktail_Recipes.pdf

1,021 0.43% 702

10 http:// www.finewineandgoodspirits.com/static/pdf/Recipes/ Mar2017_Cocktail_Recipes.pdf

469 0.19% 417

Why Are They Leaving

We continue to look at why people are leaving

Shipping costs

Out-of-state

Too cumbersome

How Are They Getting To Our Site

Majority of traffic to FW&GS is direct, followed by organic search and

paid search. There is opportunity to diversify the types of traffic driving to

the site.

How Are They Getting To The Site

The large percentage of

consumers using a mobile

device to engage with

FW&GS indicates purchases

and site consumption are done

on the go, while doing

something else, or as an

afterthought.

The high volume of mobile

access indicates a strong

mindset of purchasing on

the go with the need for a

strong smartphone app and

responsive site.

Driving E-Commerce Traffic

Banner ads promoting

online only products

Social media ads

Email blasts promoting

online promotions such

as First Taste

Paid search

Driving E-Commerce Traffic

We added a pop up to

encourage email sign up

Since April of 2017, we

have added nearly 28,000

email subscribers

Currently, we have

approximately 94,000

people signed up

We are adding about 4600

a week

Driving E-Commerce Traffic – Email Blasts

75,378 visits since

April

1400 sales

conversions

Average Order =

$138.01

Driving E-Commerce Traffic – In Store Promotion

How Long Are They Staying

The vast majority (47%) of site sessions last between 0-10 seconds, followed by

15% of sessions lasting 61-180 seconds (1-3 mins).

Moving Mindfully into E-Commerce

Phase one of a complete e-commerce redesign

We’re developing our digital experience strategy

inclusive of the following steps: A high level analytics review

Competitive/Best in Class Audit

Internal stakeholder surveys, current e-commerce consumer surveys

and potential consumer surveys

A technical audit

The creation of six personas and consumer journey maps for both

licensees and retail consumers

Creative brief to inspire the work

Mobile Strategy

Mobile Strategy

According to eMarketer, mobile is a key driver of e-commerce growth in North America.

In 2017, m-commerce will account for 34% of e-commerce sales in the U.S.

Consumers increasingly feel comfortable using a mobile device

For example, during Amazon’s Prime Day in 2016, mobile app orders more than doubled from 2015

Mobile Strategy

Providing useful information to consumers

where and when they need it

Adding coupons to our mobile app

“Scan Bottle” functionality

Searchable recipes

We will be doing a mobile assessment at the

same time

Moving Mindfully into E-Commerce