Sandra Hess - Measuring DTC Sales Success
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Transcript of Sandra Hess - Measuring DTC Sales Success
MEASURINGDTC Sales Success
Tuesday, May 26, 2015
Vin65 Roadshow Walla Walla, WA
Hello!
Sandra HessFounderDTC Wine Workshops
million cases of wine were shipped direct throughout the US (a 15.5% increase over 2013)
21% increase in volume for wines priced $15 and less
Total sales of winery-to-consumer shipments increased 13.6% to
3.95
$1.82
BILLION
INCREASEProfit
Margins
Today we will focus on:1. DTC Conversion Tools
2. Segmentation & PreferenceBased Marketing
3. Mobile POS Case Study
Conversion Tools for moving
Tasting Room Guests to BUYERS:
Offer First-Time Guests a Shipping Promo Code torepurchase! Hand-written on a business card isbest!
Conversion Tools for moving Tasting
Room Guests to BUYERS:
Club Event Guests: VIP Tasting Code to return (ifthey didn't join wine club)
Conversion Tools for moving Tasting
Room Guests to BUYERS:
Newsletter Sign Up: Get $___ Off Same Day Visit ORShipping Included for first online order!
Conversion Tools for moving
first-time buyers to REPEAT:
Product Bundles: Top Selling Products with peerreviews
Conversion Tools for moving
first-time buyers to REPEAT:
Offer Online Reservations& Tasting Experiences toimprove Club Sign UpConversion and IncreaseAverage Order Value: 40-50% greater than walk-in's
Conversion Tools for moving
first-time buyers to REPEAT:
First-Time CustomerShipping Promo Code onStore Page: Get CREATIVE!
SEGMENTATION
&Preference-Based
Marketing
Email Marketing$$$
MOBILEPOINT-OF-SALE
William Chris Vineyards
Reduced Club Churn 3-4%
INCREASE IN
30%
INCREASE IN CASE SALESTO LARGE GROUPS
TASTING ROOM SALES
July 2014 to Curent
DeliveringCustomer Experiences
EXCEPTIONAL
Thank You