winedirect/vin65 napa roadshow: jim agger, revisiting the top 20%
TRANSCRIPT
Revisiting the top 20%
2013-2015
Over 9 million transactions Across 1200+ winery websites $1.79 Billion in sales
2013-2015
Over 9 million transactions Across 1,200+ winery websites $1.79 Billion in sales
89% of all sales.
Through 2015
What makes the top 20% so
special?
Do they have an unfair
advantage?
Case production?
Big Scores?
High Bottle Price?
Location?
Demographic focus?
Source: Pando.com
Case production?
Big Scores?
High Bottle Price?
Location?
Demographic focus?
Source: Pando.com
So what does the
data tell us?
Purchases on Mobile in 2015 2014 2015
top bottom
Average email list size.
4X larger
2013 2014 2015
bottom top
$100 more
Average Order Value.
75% more
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
Top 20 Bottom 80
Shipping as a % of sales
50% less
Email list is 4x larger AOV is $100 more
Shipping is 50% less
How is the top 20% different?
What does the data show us?
2015
89% of all sales.
46 wineries 2X’d ecom sales in 2015.
..up by 130%
How did they
double?
1) Focused on user experience
Focus On Experience
Responsive Design
Desktop Mobile Tablet
Traffic is Mobile in 2015
35%
#mobilegeddon
Source: marketingland.com
Not Forced to Create An Account
The Experience Doesn't End at Checkout
Order Confirmation
Order Has Shipped
Order Delivery Date
Delivery Exception
Real-time Shipment Redirect
Exclusive
SMS Messaging
How did they double?
2) Used offline to drive online sales.
Action Emails
Offline to Online, a case study
$2,500 in net new ecom sales
63% opened, 7.5% converted
89 emails captured and sent.
89 TR Transactions ($7500).
What’s the value of an action email… TR Transactions/ Day 50 email Capture Rate 50% Action email Sent 25 7.5% Conversion rate 1.875 AOV $318
Net New eCom Sales (day) $ 596.25
New Sales, Annualized $ 131,175.00
Email receipts are appealing to 41% of consumers
No Yes
41%
3) Loyalty Programs
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!
Loyalty Programs
Does it work? Yup.
0
500
1000
1500
2000
2500
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
User Experience Offline to Online Loyalty Programs
How did the new entrants double?
Email list is 4x larger AOV is $100 more
Shipping is 50% less
How is the top 20% different?
Interested in doubling this year?