WineDirect/Vin65 Napa Roadshow: Jim Agger, Revisiting the top 20%
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Transcript of WineDirect/Vin65 Napa Roadshow: Jim Agger, Revisiting the top 20%
![Page 1: WineDirect/Vin65 Napa Roadshow: Jim Agger, Revisiting the top 20%](https://reader034.fdocuments.in/reader034/viewer/2022042723/587d51f11a28abee158b4c6f/html5/thumbnails/1.jpg)
Revisiting the top 20%
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2013-2015
Over 9 million transactions Across 1200+ winery websites $1.79 Billion in sales
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![Page 4: WineDirect/Vin65 Napa Roadshow: Jim Agger, Revisiting the top 20%](https://reader034.fdocuments.in/reader034/viewer/2022042723/587d51f11a28abee158b4c6f/html5/thumbnails/4.jpg)
2013-2015
Over 9 million transactions Across 1,200+ winery websites $1.79 Billion in sales
![Page 5: WineDirect/Vin65 Napa Roadshow: Jim Agger, Revisiting the top 20%](https://reader034.fdocuments.in/reader034/viewer/2022042723/587d51f11a28abee158b4c6f/html5/thumbnails/5.jpg)
89% of all sales.
Through 2015
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What makes the top 20% so
special?
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Do they have an unfair
advantage?
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Case production?
Big Scores?
High Bottle Price?
Location?
Demographic focus?
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Source: Pando.com
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Case production?
Big Scores?
High Bottle Price?
Location?
Demographic focus?
![Page 11: WineDirect/Vin65 Napa Roadshow: Jim Agger, Revisiting the top 20%](https://reader034.fdocuments.in/reader034/viewer/2022042723/587d51f11a28abee158b4c6f/html5/thumbnails/11.jpg)
Source: Pando.com
So what does the
data tell us?
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Purchases on Mobile in 2015 2014 2015
top bottom
Average email list size.
4X larger
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2013 2014 2015
bottom top
$100 more
Average Order Value.
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75% more
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
Top 20 Bottom 80
Shipping as a % of sales
50% less
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Email list is 4x larger AOV is $100 more
Shipping is 50% less
How is the top 20% different?
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What does the data show us?
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2015
89% of all sales.
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46 wineries 2X’d ecom sales in 2015.
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..up by 130%
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How did they
double?
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1) Focused on user experience
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Focus On Experience
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Responsive Design
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Desktop Mobile Tablet
Traffic is Mobile in 2015
35%
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#mobilegeddon
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Source: marketingland.com
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Not Forced to Create An Account
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The Experience Doesn't End at Checkout
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Order Confirmation
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Order Has Shipped
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Order Delivery Date
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Delivery Exception
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Real-time Shipment Redirect
Exclusive
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SMS Messaging
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How did they double?
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2) Used offline to drive online sales.
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Action Emails
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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).
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What’s the value of an action email… TR Transactions/ Day 50 email Capture Rate 50% Action email Sent 25 7.5% Conversion rate 1.875 AOV $318
Net New eCom Sales (day) $ 596.25
New Sales, Annualized $ 131,175.00
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Email receipts are appealing to 41% of consumers
No Yes
41%
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3) Loyalty Programs
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Shipping Incentives
Source: UPS Pulse of the Online Shopper Report 2014
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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
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$19.99 $21.99 $24.99 $29.99
20% off Equivalent
You can do it!
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Loyalty Programs
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Does it work? Yup.
0
500
1000
1500
2000
2500
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
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User Experience Offline to Online Loyalty Programs
How did the new entrants double?
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Email list is 4x larger AOV is $100 more
Shipping is 50% less
How is the top 20% different?
![Page 49: WineDirect/Vin65 Napa Roadshow: Jim Agger, Revisiting the top 20%](https://reader034.fdocuments.in/reader034/viewer/2022042723/587d51f11a28abee158b4c6f/html5/thumbnails/49.jpg)
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Interested in doubling this year?