July 10, 2013 | Sheri Hebbeln
Some things just belong together……..like peanut butter and jelly, biscuits and gravy, gin and tonic, or Bogey and Bacall. You know it was not just a chance meeting, but rather fate, that brought them together.
One such couple that could only be brought together by fate is Social and eCommerce (aka VinTank and WineDirect/Vin65). This is most definitely a match made in heaven.
Today we announced our partnership with VinTank and we’re pretty giddy about it.
Welcome to a new phase in the evolution of wine eCommerce, where discovery and personalization combine to uniquely meet the needs of your customers.
Phase One: Single
It’s been an uphill battle, but we’ve come a long way since the early days of wine eCommerce. Back in the day, you launched a website and hoped someone would find you. Perhaps you used search marketing to swing the odds more in your favor. In the end, though, people came to you when they happened to be looking for what you had to offer. Websites were usually pretty simple (aka ugly). It’s always interesting to look back (and maybe to wonder “what the heck were we thinking?”) Just for fun, and to give you an idea of what I’m talking about, I pulled up this 1997 version of wine.com (different company from today’s wine.com, of course). See that button for wine clubs in the left navigation? It blinks!
Phase Two: It’s Complicated
The next phase was the era of push marketing which manifested itself in a deluge of daily deals tempting you with limited time offers and the concept of scarcity, with just a smidgeon of social baked in. The offers were (or are) rarely, if ever, targeted. All that mattered was the size of the mailing list. I still receive more daily email offers than I could ever hope to open. The result is deal fatigue. As of this morning, I have more than 4K unopened emails sitting in my personal inbox.
Phase Three: In a Relationship
Phase three is what I get excited about. Imagine a combination of discovery and personalization, all enabled through the marriage of eCommerce and Social Media. Because of our integration with VinTank, you can now tie your Vin65 customer records directly to their social interactions. Like chocolate and peanut butter, this is perfection.
Successful commerce is all about matching the right offer, with the right customer, at the right time. And it begins with discovery, which is greatly enhanced due to this new view into the social profiles of your eCommerce customers. Going back to my inbox, I have plenty of offers waiting ($10 off, up to 85% off, chiropractic treatment, the necklace that rocks any outfit.) The problem is that none of these are even remotely interesting to me. What if you had the ability to see what was important to me, via my social profile and interactions? Or, alternatively, what if the people managing your social media presence could understand the eCommerce value of the people they were interacting with? We’ve gotten much closer to true personalized discovery.
If you're getting tired of lettuce and tomato hamburgers that don't quite make it, you need to try this!