The top 20% in wine ecommerce....what makes them special?

The Top 20% DTC DATA What can we learn from them?

Over 6 million transactions From 5.3 million consumers Across 1,000 winery websites

$1.09 Billion in sales Over 3 million cases of wine

How wineries are selling.

Which consumers are buying.

Source: Buzzfeed.com

Source: Buzzfeed.com

Source: Buzzfeed.com

Two shocking discoveries..

Single men typically change their bed sheets 4 times/ year.

Source: Guardian UK

20% of Wineries Represent

88% of Ecommerce Revenue

3x More Ecom! TOP 20% Bottom 80%

9%

23%

1%

40%

2%

25%

Admin Club Mobile POS Telesales Web

11%

20%

0% 51%

12%

6%

What makes the top 20% so

special?

Do they have an unfair

advantage?

Source: Pando.com

Case production?

Big Scores?

High Bottle Price?

AOV? eMail list

size?

Case production…

Production Range TOP 20% Everyone Else

Under 1,000 9% 16% 1,000 – 4,999 32% 36%

5,000 – 49,999 45% 36%

50,000 – 499,999 11% 10%

500,000 and up 3% 2%

Bottle price… Price Range TOP 20% Everyone

Else $11 - $19.99 14.14% 22.46%

$20 - $29.99 3.03% 3.39%

$30 - $39.99 20.20% 20.34%

$40 - $59.99 4.04% 3.18%

$60 - $99.99 57.58% 50.64%

$100 and up 1.01% 0.00%

Scores?

21 wineries in

top 20% have had

recent 95+

Scores?

...but 79% of the

top 100 don’t have

a recent 95+

Case production?

Big Scores?

High Bottle Price?

AOV? eMail list

size?

Average eMail List

size

TOP 20% Bottom 80%

29,100 6,010

Average Order Value?

TOP 20% Bottom 80%

$318 $217

How do they do that?

• Upsell • Shipping Incentives • Loyalty programs

Three winning strategies to boost Average Order Value

Upsell

Upsell

Upsell

Shipping Incentives

Source: UPS Pulse of the Online Shopper Report 2014

Shipping Incentives

58%

31%

Will add items to cart to qualify for free shipping.

Will join a loyalty program to qualify for free shipping.

Source: UPS Pulse of the Online Shopper Report 2014

$19.99 $21.99 $24.99 $29.99

20% off Equivalent

You can do it!

Shipping promos?

TOP 20% Bottom 80%

4% of total order value.

6% of order value.

50% higher

Shipping promos?

TOP 10 Sites Bottom 80%

3% of total order value.

6% of order value.

2X higher

Who buys from the top 20?

Loyalty Programs

Why invest in a loyalty program?

Unique Wineries Customers

10 or more 32 9 13 8 38 7 89 6 170 5 413 4 1,069 3 3,926 2 21,333

Loyalty Programs

Loyalty Programs

Loyalty Programs

Does it work? Yup.

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Y E A R L Y A V G B E F O R E 4 6 B R I X 1 2 M O N T H S B E F O R E 4 6 B R I X A F T E R J O I N I N G 4 6 B R I X

Start your own!

• Upsell • Shipping Incentives • Loyalty programs

Three winning strategies to boost Average Order Value

Double your eComm challenge TOP 20% Bottom 80%

9%

23%

1%

40%

2%

25%

Admin Club Mobile POS Telesales Web

11%

20%

0% 51%

12%

6%

• Take one action to increase your AOV.

• Triple the growth of your email list.

Double your eCom challenge:

Let me know how it goes:

[email protected] 707-758-4449