Infographic: Ecommerce Fulfillment Transforms the Last Part of the Customer Journey
Even if your winery's point-of-sale system is top-notch and your wine marketing efforts are succeeding in bringing in new customers, e-commerce fulfillment can make or break shoppers' decisions to give you repeat business. It's a mistake to think the checkout page is the last point of interaction with customers.
Though your clients and wine club members may not realize how much work goes into fulfillment, it doesn't mean you can skimp on your efforts. Customers have begun to anticipate speedy deliveries for any products they order online, and it can be difficult to maintain loyalty if their expectations aren't met. However, you don't have to view this as a significant obstacle to e-commerce success. Brands that leverage their fulfillment processes can use it as an opportunity to boost customer engagement and increase revenue.
Constantly evolving customer demands
The business world is becoming more customer-centric all the time, and nowhere is this more apparent than in the e-commerce landscape. Having the lowest prices or the best product availability isn't necessarily what is most important to shoppers who are trying to choose between several different online retailers.
What are the top priorities for online shoppers? Discounted wine shipping rates, detailed delivery projections and real-time tracking capabilities are all essential for building brand loyalty, especially when customers have so many other choices online. If you send an order that isn't 100 percent accurate, good luck trying to retain clients. This is a deal-breaker for many individuals. Speed is a paramount concern as well. Nearly half of customers expect to receive products within five days.
Adapting to changing e-commerce processes can create new growth
Although wineries can't extend free shipping to customers, they can drive order size through special loyalty programs like 46Brix.com. In fact, inexpensive shipping is a major factor in attracting customer referrals. Shipping is a decision-making factor for 90 percent of shoppers, and consolidated rates can encourage people to spend more per order because they feel like they are getting a better deal.
Quick shipping shouldn't be the only reward for consumers. Smart e-commerce retailers provide specialized product recommendations for returning shoppers based on previous orders. Some companies even send complimentary treats and recommendation requests in the product packaging. To get good reviews from customers, you need to ensure their deliveries arrive on time.
Partner with WineDirect for e-commerce success
WineDirect is a business partner you can trust to deliver the results you need. Sophisticated warehouse automation procedures prevent inaccurate orders from being sent to customers, which can improve satisfaction levels. In addition, WineDirect maintains bi-coastal distribution centers, which means 85 percent of U.S. wine consumers can be reached within two days. Since time is of the essence, this can create a more consistent customer experience, no matter where shoppers are located.
In addition, WineDirect empowers its partners to achieve their online sales goals by granting them real-time visibility into their key performance indicators.