the top 20% in wine ecommerce....what makes them special?
TRANSCRIPT
The Top 20% DTC DATA What can we learn from them?
Over 6 million transactions From 5.3 million consumers Across 1,000 winery websites
$1.09 Billion in sales Over 3 million cases of wine
How wineries are selling.
Which consumers are buying.
Source: Buzzfeed.com
Source: Buzzfeed.com
Source: Buzzfeed.com
Two shocking discoveries..
Single men typically change their bed sheets 4 times/ year.
Source: Guardian UK
20% of Wineries Represent
88% of Ecommerce Revenue
3x More Ecom! TOP 20% Bottom 80%
9%
23%
1%
40%
2%
25%
Admin Club Mobile POS Telesales Web
11%
20%
0% 51%
12%
6%
What makes the top 20% so
special?
Do they have an unfair
advantage?
Source: Pando.com
Case production?
Big Scores?
High Bottle Price?
AOV? eMail list
size?
Case production…
Production Range TOP 20% Everyone Else
Under 1,000 9% 16% 1,000 – 4,999 32% 36%
5,000 – 49,999 45% 36%
50,000 – 499,999 11% 10%
500,000 and up 3% 2%
Bottle price… Price Range TOP 20% Everyone
Else $11 - $19.99 14.14% 22.46%
$20 - $29.99 3.03% 3.39%
$30 - $39.99 20.20% 20.34%
$40 - $59.99 4.04% 3.18%
$60 - $99.99 57.58% 50.64%
$100 and up 1.01% 0.00%
Scores?
21 wineries in
top 20% have had
recent 95+
Scores?
...but 79% of the
top 100 don’t have
a recent 95+
Case production?
Big Scores?
High Bottle Price?
AOV? eMail list
size?
Average eMail List
size
TOP 20% Bottom 80%
29,100 6,010
Average Order Value?
TOP 20% Bottom 80%
$318 $217
How do they do that?
• Upsell • Shipping Incentives • Loyalty programs
Three winning strategies to boost Average Order Value
Upsell
Upsell
Upsell
Shipping Incentives
Source: UPS Pulse of the Online Shopper Report 2014
Shipping Incentives
58%
31%
Will add items to cart to qualify for free shipping.
Will join a loyalty program to qualify for free shipping.
Source: UPS Pulse of the Online Shopper Report 2014
$19.99 $21.99 $24.99 $29.99
20% off Equivalent
You can do it!
Shipping promos?
TOP 20% Bottom 80%
4% of total order value.
6% of order value.
50% higher
Shipping promos?
TOP 10 Sites Bottom 80%
3% of total order value.
6% of order value.
2X higher
Who buys from the top 20?
Loyalty Programs
Why invest in a loyalty program?
Unique Wineries Customers
10 or more 32 9 13 8 38 7 89 6 170 5 413 4 1,069 3 3,926 2 21,333
Loyalty Programs
Loyalty Programs
Loyalty Programs
Does it work? Yup.
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Y E A R L Y A V G B E F O R E 4 6 B R I X 1 2 M O N T H S B E F O R E 4 6 B R I X A F T E R J O I N I N G 4 6 B R I X
Start your own!
• Upsell • Shipping Incentives • Loyalty programs
Three winning strategies to boost Average Order Value
Double your eComm challenge TOP 20% Bottom 80%
9%
23%
1%
40%
2%
25%
Admin Club Mobile POS Telesales Web
11%
20%
0% 51%
12%
6%
• Take one action to increase your AOV.
• Triple the growth of your email list.
Double your eCom challenge:
