3 Ways to Sell More Wine Online

3 Ways to Sell More Wine Online

Hello, my name is Andrew Kamphuis

3 Ways to Sell More Wine Online

Ecommerce is Hard

220,000 Wine Labels Registered

Wine on Google

Buy Wine Online on Google

Competition is Everywhere

Fast Paced Ecommerce World

Hyper Fast Delivery

Hyper Customization

Hyper Convenience

How Do You Compete?

What Would Chuck Do?

Wine & Ecommerce

Mindset

Ecommerce Is Growing

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2008 2009 2010 2011 2012 2013 2014

US Ecommerce Sales in Billions

DTC Wine Is Growing

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500000

1000000

1500000

2000000

2500000

3000000

3500000

4000000

2010 2011 2012 2013

Vin65 Platform DTC

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100000000

200000000

300000000

400000000

500000000

600000000

2013 2014

1000+ Ecomm Sites on Vin65

Mindset

Mindset

Vin65 Top 20%

-

50,000,000

100,000,000

150,000,000

200,000,000

250,000,000

300,000,000

350,000,000

400,000,000

450,000,000

500,000,000

Bottom 80% Top 20%

3 Things to Focus on

1) Your Best Weapon

Email Is The Most Effective Digital Marketing Tactic

Add To Cart – Referrers

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2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

Email Search Social

Last 250,000 Transactions

0 20000 40000 60000 80000 100000 120000

Search Engine

Email

2014 Conversion Rate

0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00%

Search Engine

Email

What Makes A Great Email?

Vin65 Platform Email Open Rates

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10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Average 26% Open Rate

Customers Want Value

Focus on the Subject Line

Roundhouse Riesling on Sale until Tuesday

Ninja Wine Party! Join us on June 21st

Black Belt Blowout Sale Starts Now

Single Focus

Simple Is Better

Mobile Friendly

Personalize

Give Something Away

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

Time To Send

Transaction Email

Cart Abandonment Email

Credit Card Decline

Order Tracking

Building Your Email List

Re-Engage Inactive Subscribers

Chun Kuk Do

Yellow Belt If you aren't collecting email addresses in the tasting room

Next 20 visitors – ask for email address

Wait 5 days – send a thank you email

Check in 30 days to see the effect

Green Belt If you're not segmenting your email list

Next email blast – segment into 4 groups and

tailor the message Prospects, First Time Buyer, Repeat Buyer, Club

Member Monitor results

Black Belt

Implement a Progressive Profiling Campaign

2) Use Technology

Get mobile

Mobile

Vin65 Mobile Traffic

0%

5%

10%

15%

20%

25%

30%

35%

Nov 2010 Nov 2011 Nov 2012 Nov 2013 Nov 2014

Dec 2014 Desktop 55.9% Mobile 31.1% Tablet 13.0%

What Makes a Great Mobile Site?

Seamless Responsive Design

Simplify The Page

Simplify Forms

Secure

Faster

Shop Your Own Site

Mobile Isn't The Only Technology You Should Care About

Chuck would use different weapons for different battles.

Action Emails

Deep Systems Integration

SMS Messaging

Social Integration

Chun Kuk Do

Yellow Belt If you have never done this before

Using your mobile phone, surf your website and buy a

bottle of wine – pretend you are a first time visitor Go through the complete process

Green Belt If you're not sending abandon cart emails

Find a technology stack that will let you setup

Abandoned Cart Email Credit Card has Expired Email

Black Belt

Start an SMS Marketing List

3) User Experience

After Sales Experience

What's a Great User Experience?

Homepage

Timely Offer

Single Call to Action

Simple Navigation

Links to Customer Service

Cart Menu

No Outdated Content

Category /Product List Page

Focus On Buyers' Needs Focus On Buyers' Needs

Action Message

81% of Repeat Buyers

Pagination / Sortable

No Large Blocks of Copy

Product Drilldown

Big Photo

Action Message

Buy Button

Availability

Customer Ratings and Reviews

Detailed Product Info

Recommended Products

Cart

Buttons Guide the User

Update / Remove Product

Visible Product

Estimated Order Total

Clean Checkout

Navigation Removed

Minimal Questions

Order Info

Secure

SMS Option

Not Forced to Create an Account

The Experience Doesn't End When The Checkout Happens

Order Confirmation

Order Has Shipped

Order Delivery Date

Delivery Exception

SMS Message Around Delivery

SMS Delivery Exception

After Sales Follow Up

What About Shipping Fees?

High Shipping = Bad Experience

Chun Kuk Do

Yellow Belt If your website is missing – add:

Beautiful bottle shots Guest checkout Immediate order confirmation email

Green Belt If your website is missing – add:

Google Analytics Order shipping confirmation email Reasonable shipping costs

Black Belt

A/B test your website Notify customers on delivery date and delivery

exception Fine tune your site monthly

Almost Done

Sell More Wine Online

Email is your best weapon Technology matters Get the experience right

[email protected] @andrewkamphuis