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Sheri Hebbeln
 
September 22, 2015 | Fulfillment/Shipping | Sheri Hebbeln

Turn fulfillment into a customer loyalty journey

Beyond the online shopping experience, wineries can build customer loyalty with quality fulfillment.

If you run an online wine store, you know the importance, and unique challenge, of creating a memorable shopping experience for customers who don't have the opportunity to visit you in your tasting room. From detailed product pages to easy checkout and accessible customer service, there are many details wineries can optimize on their sites to encourage shoppers to buy more wine.


Beyond the online shopping experience, wineries can build customer loyalty with quality fulfillment. As our infographic "Exceptional Order Fulfillment" points out, expectations of ecommerce businesses are evolving, and 100 percent order accuracy is the key to customer satisfaction. This is especially true when it comes to wine; imagine how disappointed a customer would be upon receiving an incorrectly shipped order of wine for a wine party they are hosting in just a few days. Beyond accuracy, there are additional considerations wineries should keep in mind.

Customer expectations are changing
Nowadays, perks like shipping included are no longer a bonus; they're a demand. Citing research from the e-tailing group, our infographic notes 90 percent of customers admit they will spend more money on an ecommerce site that offers free or reduced shipping. Further, online shoppers want their orders quickly. According to Comscore, 50 percent of consumers surveyed were not willing to wait more than five days for delivery. 

Our infographic also outlines two additional customer expectations: detailed timelines once the order is received and the ability to track the shipment in real time. In addition to working with an excellent DTC fulfillment partner, wineries can display an awareness for customer expectation by sending the following transactional emails after an order has been replaced:

  • Order confirmation. 
  • Order processed notification.
  • Order shipment notification.
  • Follow-up email once order has been received.

Each of these emails should include information about the shipment and easy access to tracking and customer service.

Beyond logistics
The logistics of fulfillment are crucial to the success of any online wine store. However, wineries can take it a step further by creating memorable experiences upon receipt of the package. Our infographic states superior customer loyalty can be fostered by wineries that include specialized recommendations, complimentary surprises and review requests inside customers' packages.

These thoughtful details can go a long way in creating the personalized experiences shoppers today crave. According to a study published in the Journal of Applied Psychology, waiters who included extra mints when delivering customers their checks saw a 23 percent lift in the tips they earned. Wineries can drive this same level of reciprocity through quality fulfillment and personalization, both of which are essential ingredients for creating customer loyalty.

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