Revisiting the top 20%

2013-2015

Over 9 million transactions

Across 1200+ winery websites

$1.79 Billion in sales

89% of all sales.

Through 2015

What makes the top 20% so

special?

Do they have an unfair

advantage?

Case production?

Big Scores?

High Bottle Price?

Location?

Demographic focus?

Source: Pando.com

Source: Pando.com

So what does the

data tell us?

Purchases on Mobile in 20152014 2015

top bottom

Average email list size.

4X larger

2013 2014 2015

bottom top

$100 more

Average Order Value.

75% more

Top 20 Bottom 800.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

Shipping as a % of sales

50% less

Email list is 4x largerAOV is $100 more

Shipping is 50% less

How is the top 20% different?

What does the data show us?

2015

89% of all sales.

46 wineries 2X’decom sales in 2015.

..up by 130%

How did they

double?

1) Focused on user experience

Focus On Experience

Responsive Design

Desktop Mobile Tablet

Traffic is Mobile in 2015

35%

#mobilegeddon

Source: marketingland.com

Not Forced to Create An Account

The Experience Doesn't Endat Checkout

Order Confirmation

Order Has Shipped

Order Delivery Date

Delivery Exception

Real-time Shipment Redirect

Exclusive

SMS Messaging

How did they double?

2) Used offline to drive online sales.

Action Emails

Offline to Online, a case study

$2,500 in net new ecom sales

63% opened, 7.5% converted

89 emails captured and sent.

89 TR Transactions ($7500).

What’s the value of an action email…TR Transactions/ Day 50email Capture Rate 50%Action email Sent 257.5% Conversion rate 1.875AOV $318

Net New eCom Sales (day) $ 596.25

New Sales, Annualized $ 131,175.00

Email receipts are appealing to 41% of consumers

No Yes

41%

3) Loyalty Programs

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!

Loyalty Programs

Does it work? Yup.

Y e a r l y A v g B e fo r e 4 6 B r i x 1 2 M ont h s B e for e 4 6 B r i x A ft e r Jo i n ing 4 6 B r i x0

500

1000

1500

2000

2500

3.74 X Growth

User ExperienceOffline to Online

Loyalty Programs

How did the new entrants double?

Email list is 4x largerAOV is $100 more

Shipping is 50% less

How is the top 20% different?

Interested in doubling this year?

sales@vin65.com

jim.agger@winedirect.com