March 4, 2014 |
eCommerce , Fulfillment/Shipping |
Emphasize Quality Over Deals in Wine Marketing
Every online wine store needs to strike a delicate balance to continue attracting new customers while encouraging existing clients to repeat their purchases. A wine merchant needs to determine the right combination of special offers and website experience factors. If you think you need to heavily discount to generate new business, this may not be the case. Research from Duke University's Fuqua School of Business revealed that a high-quality product offering is more appealing than having the lowest prices.
Ecommerce vendors have been promoting the quality of their products for the past few years, but consumer preferences have recently shifted. In fact, pricing has steadily dropped down the list of customer priorities. Shoppers are more concerned with customer service and building relationships with brands than being able to get the lowest deal.
Greater focus on quality can help you increase DTC sales
It may seem like a simple idea to lead your wine marketing charge with highlights about the quality of your products. However, this is more challenging than it may appear because customers - particularly online shoppers - have notoriously short attention spans. It's not that they don't listen. Consumers are regularly bombarded with brand messages from every direction, so it's more difficult to cut through the chatter than ever before. Social media has made this even more challenging because wineries need to contend with personal communications from customers' friends and family members in addition to promotions from other brands, according to Practical Ecommerce.
One way to stand out in the noise on the Internet is by delivering a personalized experience on your website. Many ecommerce sites generate product suggestions for registered users based on their purchasing histories, Brandwatch stated. Online shoppers are gradually becoming more comfortable sharing personal information with brands when it results in more targeted suggestions, and this may allow you to further refine your marketing efforts. Individual wine tastes tend to be unique, which means you don't want to send product recommendations for varieties a customer doesn't like. Integrating your email platform with your customer relationship management system can help you keep track of this information.
Ecommerce fulfillment acts as a competitive differentiator
Quality isn't exclusively limited to your physical products. Wine shipping is going to become more important to encourage your customers to buy online instead of from your winery or a store. Patience is starting to get shorter. Clients don't want to wait two weeks for a case of wine to arrive. An even bigger annoyance is when shoppers don't have an accurate idea of when their products are going to show up, Brandwatch said. As retail giants like Amazon and eBay race to offer increasingly quicker delivery, wineries need to offer reduced shipping times and multiple delivery options.
Emphasizing the strength of your fulfillment operations can signal to customers that you're offering them a high-quality shopping experience, from products to delivery. Real-time delivery information can boost satisfaction and ensure shoppers keep returning. You can offer an estimate at the initial time of purchase and send updates if there are any changes during the fulfillment process. If packages are going to be delayed due to weather or any other factor, informing clients instead of delivering late can build customer trust.