Wine ecommerce the next big trend — SwiftERM

The wine buyer: Who, how, and where?

Sales strategies for the future wine

  1. Human-centric selling: Buyers are still going to need an experienced wine seller to guide them through a winery or wine retailer’s offerings, explaining how one merlot differs from another and why that might be the best option for that customer. It’s possible to keep this spirit, for example, by having virtual wine assistants or detailed product descriptions, wine pairings, and tasting notes. To replicate the in-store service online as best as possible for buyers is crucial to ensure they feel supported in their wine buying journey, whether they are seasoned wine connoisseurs or new to the industry.
  2. Personalisation and personality: One thing about DTC buyers is they love to feel a connection with the brand they are buying from; a way to show off their personality. Stick to the integrity and story of your wine brand but embrace the new ways of storytelling and marketing that highlight how your wine is different from its competitors. By writing engaging product descriptions, showcasing local artists on bottles and designs on the website, and more, there is a myriad of ways to emphasize a wine brand’s uniqueness. Embrace other unique ways to sell products with merchandising or special releases.It’s widely appreciated that personalising pages on your ecommerce site encourage a great deal more custom, loyalty, and AOV as an immediate benefit, but then for some strange reason they then leave it at that. What is less appreciated is that stopping there is the same as sitting on a park bench, as long as you sit there someone is bound to happen by at some point. This translates into waiting for customers to come to you.It is important to see what happens in realistic with many retailers, they get duped into believing segmentation is personalisation. Because lumping a load of people in a category together does not work. It is not personal it is just a smaller group of diverse tastes and interests. This is the equivalent of you sending an email to everyone who bought a red item, or a XL size, is painful when you measure the effect. Segmenting is marketing marginalisation.
  3. The solution is predictive personalisation software (PPS). One such example is SwiftERM, which use data captured from each individual consumer as they visit your site, including what they look at, return to most often, etc. It then aligns this with both that individual’s buying history and their perpetual purchases, to rank every SKU on your site by the greatest likelihood of imminent purchase. Instead of waiting to convince that person to buy a specific product, (this season’s stock for example) it uses a predictive analytics algorithm to work out what has been achieved already, and simply capitalise on it.
  4. Both Statista and McKinsey readily verify that this type of personalisation far and away out-performs static page personalisation on your site, and literally obliterates the generic email marketing that 99% of ecommerce merchants employ. This is not a clarion call to stop, but rather to be aware of what is needed to add to the mix to keep performing at the top of your game. It goes to your consumer, thereby often negating product price or indeed alternate supplier comparison. What’s more it goes significantly further out-performing, triggered personalisation, omni-channel marketing and promotional email marketing combined. Thereby delivering the greatest possible ROI in ecommerce today.
  5. Frictionless online buying: Slow, archaic websites turn customers away instantly. Additionally, not everyone is going to be purchasing on a desktop browser. Enable mobile purchasing by investing in a website with that capability. Accelerated checkouts enable customers to get through faster and with less fuss. The added bonus of order tracking from purchase to delivery, too, brings a buyer along on the journey in a transparent way.

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David Swift

David Swift

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Founder & CEO of SwiftERM the personalization SaaS. Microsoft partners.