Vin65: Top 3 Ways To Sell More Wine With Ecommerce
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Transcript of Vin65: Top 3 Ways To Sell More Wine With Ecommerce
![Page 1: Vin65: Top 3 Ways To Sell More Wine With Ecommerce](https://reader030.fdocuments.in/reader030/viewer/2022032616/55a855fb1a28ab672d8b4596/html5/thumbnails/1.jpg)
The 3 Best Ways
To Increase Your
Ecommerce Sales
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Hello My Name is
Brent Johnson
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The 3 Best Ways
To Increase Your
Ecommerce Sales
![Page 4: Vin65: Top 3 Ways To Sell More Wine With Ecommerce](https://reader030.fdocuments.in/reader030/viewer/2022032616/55a855fb1a28ab672d8b4596/html5/thumbnails/4.jpg)
Ecommerce Is Hard
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Over 220,000
Labels Registered
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“Buy Wine Online” 230,000,000 Results
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Ecommerce World
Is Moving Crazy Fast
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Amazon“Anticaptory Shipping”
Picture can be headlines, etc of a article.
Amazon Anticipatory Shipping
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AmazonDelivery by Drone
Delivery By Drone
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Wake Up & Smell The Bacon
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Kevin OLeary
Money Talks…
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2008 2009 2010 2011 2012 2013 2014
US Ecommerce Sales in Billions
Ecommerce Is Growing
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Does Wine Sell Online?
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0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
2010 2011 2012 2013
Wine DTC Is Growing
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0
100000000
200000000
300000000
400000000
500000000
600000000
2013 2014
Vin65 Platform DTC
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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%
Vin65 Top 20%
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The 3 Best Ways
To Increase Your
Ecommerce Sales
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1. Use Offline to Get Them Online
3 Ways
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2. Go Mobile
1. Use Offline to Get Them Online
3 Ways
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2. Go Mobile
1. Use Offline to Get Them Online
3. It’s the Shipping
3 Ways
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Use Offline to Get Them Online1
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Source % Of Sales
Tasting Room 62%
Club 20%
Ecommerce 6%
Events 12%
Wine Business Tasting Room Survey (May 2013 issue)
Wine DTC Sales Breakdown
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Source % Of Sales
Tasting Room 62%
Club 20%
Ecommerce 6%
Events 12%
Wine Business Tasting Room Survey (May 2013 issue)
Your goal is to make this 40%, not 6%.
Wine DTC Sales Breakdown
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Permission Ladder
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Visitor
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Visitor
First Time Buyer
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Visitor
First Time Buyer
Repeat Purchaser
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Visitor
First Time Buyer
Repeat Purchaser
Club Member
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Visitor
First Time Buyer
Repeat Purchaser
Club Member
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Let’s Put It In Action
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0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
All Email (Action, System, Mass) All Buyers - Action Email 1st Time Buyers - Action Email
2014 Email Open Rates (Vin65)
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0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
All Email (Action, System, Mass) All Buyers - Action Email 1st Time Buyers - Action Email
2014 Email Open Rates
Proof that emailingtasting room visitors works
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10 Million Visitors – Jan 1, 2014+ Number of Orders From Those Visitors
0 2000000 4000000 6000000
Search Engines
0 20000 40000 60000
Search Engines
SEO vs. Email
Website Visits Website Orders
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10 Million Visitors – Jan 1, 2014+ Number of Orders From Those Visitors
Proof thatemail works.
0 2000000 4000000 6000000
Search Engines
0 20000 40000 60000
Search Engines
SEO vs. Email
Website Visits Website Orders
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$1 Per Email
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How To Execute
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Action Email
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1. Thank Them For Their Visit
Perfect 1st Time Buyer Email
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2. Recognizes They Are a 1st Time Buyer
1. Thank Them For Their Visit
Perfect 1st Time Buyer Email
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2. Recognizes They Are a 1st Time Buyer
1. Thank Them For Their Visit
3. Solicit Feedback
Perfect 1st Time Buyer Email
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2. Recognizes They are a 1st Time Buyer
1. Thank Them for Their Visit
3. Solicit Feedback
4. Incentivizes Them to Buy More
Perfect 1st Time Buyer Email
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A Good Action Email from Vin65 #3
Andrew to Find Email
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A Good Action Email from Vin65 #3
Andrew to Find Email
Karson – Wrong Email. Use the one with Subject “Thank You For Visiting”
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Focus On The Subject Line
A Great Email
Roundhouse Riesling on Sale until Tuesday
Ninja Wine Party! Join us on June 21st
Black Belt Blowout Sale Starts Now
Chuck Norris News: Master Merlot wins 1st
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Are we making this email look better?
Single Focus
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Personalize
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Give Something Away
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Mobile Friendly
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0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
Day To Send
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Go Mobile2
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Mobile Websites
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0%
5%
10%
15%
20%
25%
30%
35%
Nov 2010 Nov 2011 Nov 2012 Nov 2013 Nov 2014
Dec 2014Desktop 55.9%Mobile 31.1%Tablet 13.0%
Vin65 Mobile Stats
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http://marketingland.com/report-65-of-marketing-emails-were-opened-on-mobile-devices-in-q4-2013-71387
Mobile48.23%
Desktop & Tablet51.77%
% Of Email Opened
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0
200000
400000
600000
800000
1000000
1200000
1400000
Checkout Contact About Cart Club Events Visit
Mobile Content Viewed
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0
1000000
2000000
3000000
4000000
5000000
6000000
Checkout Contact About Cart Club Events Visit Wines
Mobile Content Viewed
![Page 58: Vin65: Top 3 Ways To Sell More Wine With Ecommerce](https://reader030.fdocuments.in/reader030/viewer/2022032616/55a855fb1a28ab672d8b4596/html5/thumbnails/58.jpg)
First Time Purchase
2nd Time Purchase
3rd Time Purchase
2014 Mobile Sales
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Path To Purchase
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0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
Mobile Sales on Non-Mobile Site Mobile Sales on Mobile Optimized Site
Mobile Sales
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Is Your Website Accessible?
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How To Execute
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Seamless & Responsive Design
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Simplify The Page
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Make Your Forms Shorter
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Get Faster
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Shop Your Own Site on Mobile
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It’s The Shipping3
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Your Winery
Ground Free
Priority Mail $7.00
2 Business Days $15.00
1 Business Day $25.00
Ground ??
Priority Mail ??
2 Business Days ??
1 Business Day ??
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But What About Wine
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Excuses For High Shipping Rates
1. Wine is Heavy and Fragile
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Excuses For High Shipping Rates
2. Packaging Costs
1. Wine is Heavy and Fragile
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Excuses For High Shipping Rates
2. Packaging Costs
1. Wine is Heavy and Fragile
3. Adult Signature Required
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Excuses For High Shipping Rates
2. Packaging Costs
1. Wine is Heavy and Fragile
3. Adult Signature Required
4. Inability to Negotiate with Carriers
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Excuses For High Shipping Rates
2. Packaging Costs
1. Wine is Heavy and Fragile
3. Adult Signature Required
4. Inability to Negotiate with Carriers
5. Distance to Consumer
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Change This
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My Users Don’t Care About Shipping
C
B A
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My Users Don’t Care About Shipping
C
B A
Your mom, brother, nephew.
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My Users Don’t Care About Shipping
C
B A
‘C’ Customers don’t love you enough to pay $21.
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How To Execute
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Do NOT Pass On The Shipping Rates
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Be Upfront About Shipping Costs
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Use Shipping Incentives
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Promos
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Shipping Programs
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Start One
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Join One
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46Brix Customers
0
500
1000
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2000
2500
Yearly Avg Before 46Brix 12 Months Before 46Brix After Joining 46Brix
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Beyond Shipping
![Page 90: Vin65: Top 3 Ways To Sell More Wine With Ecommerce](https://reader030.fdocuments.in/reader030/viewer/2022032616/55a855fb1a28ab672d8b4596/html5/thumbnails/90.jpg)
Tracking Numbers
![Page 91: Vin65: Top 3 Ways To Sell More Wine With Ecommerce](https://reader030.fdocuments.in/reader030/viewer/2022032616/55a855fb1a28ab672d8b4596/html5/thumbnails/91.jpg)
Delivery Time
![Page 92: Vin65: Top 3 Ways To Sell More Wine With Ecommerce](https://reader030.fdocuments.in/reader030/viewer/2022032616/55a855fb1a28ab672d8b4596/html5/thumbnails/92.jpg)
Move Products Closer To Customers
![Page 93: Vin65: Top 3 Ways To Sell More Wine With Ecommerce](https://reader030.fdocuments.in/reader030/viewer/2022032616/55a855fb1a28ab672d8b4596/html5/thumbnails/93.jpg)
The Packaging
![Page 94: Vin65: Top 3 Ways To Sell More Wine With Ecommerce](https://reader030.fdocuments.in/reader030/viewer/2022032616/55a855fb1a28ab672d8b4596/html5/thumbnails/94.jpg)
2. Go Mobile
1. Use Offline to Get Them Online
3. It’s the Shipping
3 Ways