Jim Agger
June 2, 2014 | eCommerce , Fulfillment/Shipping | Jim Agger

Increase Online Wine Sales by Improving the Wine Shipping Experience

Cost-effective ecommerce fulfillment is becoming a higher priority for customers. Many retailers are rushing to offer free shipping, which means wineries may need to find new ways to engage with online shoppers. In fact, recent research from comScore revealed that orders with free shipping reached 58 percent of overall purchases in the first quarter of 2014, which is an all-time high for the non-holiday season, according to Business Insider. This is a 10 percent increase from last year. 

In the fourth quarter of 2013, 67 percent of all orders included free shipping, the research stated. Cost-effective deliveries are increasingly becoming expected by customers, so you may need to assess your wine shipping offerings to provide a better service for shoppers. 

High-quality fulfillment doesn't just stop at offering the most affordable choice
While cost-effective shipping for online orders is certainly important, it shouldn't come at the expense of speedy shipments. Major retailers like Amazon are piloting ways to offer a combination of both aspects, GeekWire reported. Amazon and Google are launching grocery delivery services that allow customers to receive necessities on the same day. Amazon Fresh is closely tied to the company's Prime service. Subscribers can receive orders for $5.99, no matter how many items the order contains, according to The Los Angeles Times. Non-subscribers pay a base price of $9.98 per order for the first item and 99 cents for each additional item.

Even though it may not seem like something your winery needs to be concerned about, major retailers are redefining consumer expectations across the ecommerce industry. When companies like Amazon and eBay can offer same- or two-day shipping at a low price, your winery's customers won't want to wait around for their orders show up or pay hefty additional fees. However, it can be difficult to update your shipping capabilities because offering lower prices to customers may mean you have to absorb some of the costs. However, there are some ways to increase profitability while cutting costs.

How to increase online wine sales 
One of the key ways to offer reduced wine shipping costs to customers without raising your business expenses is to offer discounts with an upsell, according to Econsultancy. This also increases your average order value at the same time. Consumers are so driven by finding the most affordable shipping option, they may be willing to add an extra item to their carts to receive a lower rate. The article notes that the relative price is more significant to consumers than the actual total.

Look at it this way: If consumers have the choice of buying two bottles of wine and paying a flat rate or adding an additional bottle for a discounted shipping fee, they are getting an extra product. Even though the order total may be slightly more, they will receive something tangible, which provides more value for the customer. Shoppers will leave the transaction feeling more satisfied, and you can benefit from the increase in sales. 

Contact a sales representative to learn more about how WineDirect's fulfillment solutions can accommodate the complex needs of your winery.


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