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Joanne Grantz
 
March 1, 2016 | eCommerce , Fulfillment/Shipping, Marketing, Wine Club Management | Joanne Grantz

February news roundup: Part 2

Goodbye, Leap Day! While we won't see another February 29th for about 1,400 days, wine makers and enthusiasts can prepare for March and the change of seasons by reviewing recent and notable industry news.

Wine business news
Based on the warm temperatures, some might think spring has already arrived in Napa Valley. In fact, many vineyard owners report spotting buds on their vines, signaling an early beginning to the grape-growing season. According to the Napa Valley Register, this is one of the earliest season beginnings the region has seen.

Grape-growing season came to Napa valley early this year.

"From what we are seeing throughout the valley, in comparison to last year, we are anticipating possibly about five days to a week ahead of schedule with bud break," Brittany Pederson of Silverado Farming Company told the Napa Valley Register.

Meanwhile, Jack Ma, founder and chairman of the China-based e-commerce marketplace Alibaba, recently purchased Chateau de Sours for $16 million, Wine Spectator reported. Chateau de Sours is located in Saint-Quentin-de-Baron, a town in the Bordeaux region of France. Ma visited the area in 2015 with a group of like-minded Chinese billionaires. They plan to purchase over 50 properties in the region within the next 3 years.

E-commerce
It's important to make sure your online wine store is accessible to blind and disabled consumers. Using HTML 5 coding standards helps impaired users distinguish different types of content - they're aware of the difference between a blog post, its title and the comments area, for instance. These methods work for written content, but what about video? Practical Ecommerce has several tips on the subject.

Is your marketing free from bias? Forbes noted content creation and SEO campaigns make assumptions about what will and won't be effective. While a lot of decisions are backed up by market data, it's still a good idea to evaluate whether your marketing successfully avoids the ambiguity effect, the bandwagon effect, projection bias, confirmation bias and post-purchase rationalization.

Fulfillment
Wine enthusiasts expect a perfect shipping experience. They want their wine to arrive on time, undamaged and with as little expense as possible. Business2Community shared some suggestions for improving the fulfillment experience. One idea was to be straightforward about shipping costs from the beginning. That way, online shoppers aren't surprised when they arrive at the end of the checkout process. The site also suggested establishing a minimum threshold for shipping included or providing it as part of a subscription or loyalty program. Members of your wine club would certainly appreciate the perk.

Who should wine retailers market these perks to once they've been implemented? According to Business Insider, men are quickly hopping on the online shopping trend. Forty percent of male consumers ages 18 to 34 want to conduct all of their shopping online compared to 33 percent of women. While female consumers seem to prefer considering items in store, men enjoy the convenience of not leaving their house. Marketers, take note: Mentioning your excellent shipping methods might catch the eye of a male shopper.

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