Wine Consumer Trends 2018: Ten Key Questions to Consider


What do we know about wine consumer trends when it comes to Mobile E-Commerce? Executives from Wine.com held their eight annual Growth Summit in Sonoma a few weeks ago in which they shared key wine consumer buying trends and insights. Total sales across the Wine.com platform reached over $100 million in 2017, growing over 20% in the last 12 months, with revenue from mobile phones growing over 70%. The company sold 35,000 different wines in the last year, from 5,000 wineries with an average bottle price of $30 in 2017. The company’s popular StewardShip program provides mobile friendly consumers unlimited wine delivery and exclusive access to new releases for $49 per year.*

What do we know about the importance of Consumer Reviews and how they impact future business? According to a report conducted by Google, businesses risk losing as many as 22% of customers when just one negative article is found by users considering buying their product. If three negative articles pop up in a search query, the potential for lost customers increased to 59.2%. Have four or more negative articles about your company or product appearing in Google search results? You’re likely to lose 70% of potential customers.**

What do we know about Mobile Searches from a recent Google study? People today want to be empowered to make the right decision, big or small—and they’re turning to their phones for advice to guide them. We can see this in the data. Mobile searches for “best” have grown 80% in the past two years.***

What do we know about Consumer Demand as it relates to Video Consumption? According to a report released by HubSpot, Video is projected to claim more than 80% of all web traffic by 2019. Adding a video to marketing emails can boost click-through rates by 200-300%. Embedding videos in landing pages can increase conversion rates by 80%. 90% of customers report that product videos help them make purchasing decisions. According to YouTube, mobile video consumption grows by 100% every year. 64% of customers are more likely to buy a product online after watching a video about it.****

Direct to consumer wine industry reports provide meaningful insights into consumer buying trends both in-person and online but they don’t tell the whole picture as survey data is only as good as how it is submitted and the number of responses provided. We don’t have a conclusive DTC report by winery size, wine region or production size in the US today. To better understand who your direct consumers are, there are examples of key questions that need to be asked:

1. Why do consumers reengage with our wine brand?

2. What are the top selling direct to consumer wines for the past 2-3 years?

3. Where do the majority of our repeat customers live?

4. What is the age range of most of our repeat customers?

5. What do our repeat customers think about our brand experiences in the tasting room and at events?

6. Why do our long-term members join the club and how long do they stick around?

7. Why do our e-commerce customers keep coming back?

8. What percentage of our e-commerce sales are mobile verses desktop?

9. What are our average order values for first-time walk-in customers verses those coming in with a reservation for a seated experience?

10. What are our average order values for first-time verses repeat customers at the tasting room?

Uncovering the answers to these questions takes time and skillful research. Every DTC Manager today should be able to answer these questions at any given time. So where do you start? Dig into your consumer data and start to ask key questions.We know that reports aren’t always perfect in your order management and e-commerce systems so you need to export to Excel and get a little creative here and there. Data doesn’t lie and when cross-referenced with feedback from staff interviews along with customer survey insights, the answers to the above questions are right there waiting for you. To better understand how to leverage your data, we invite you to attend the Direct Consumer Insights & Analytics Webinar taking place March 15th at 10:00 a.m.

DTC Wine Workshops supports winery teams across the nation representing almost every evolving wine region. We have real-time insights into our client’s datasets to constantly compare against latest industry reports. We assist our clients with setup and execution of customer surveys then help our clients leverage this important information. We don’t apply a one size fits all approach to direct wine sales processes, marketing or customer retention strategies. We do however provide instruction around how to leverage ideal blends of technologies and tools specific to consumer trends by wine region and winery type.

We launched the DTC Wine Webinar Series in 2014 to help winery teams across the nation better engage and reengage with wine consumers. Attendees can choose from 15 topics and plug into a date that works best, right from the desktop. Webinar participants get questions answered in two Q & A sessions and receive a Checklist to share with respective teams so that actions can be taken after the webinar.

2018 Direct Wine Workshops Webinar Calendar:

3/15, 5/17, & 9/20:

Winery Marketing: Direct Consumer Insights & Analytics

3/20 & 4/26:

Direct Wine Telesales & Account Management Webinar

3/22, 4/5, 4/12 5/3, 5/24, 6/7 & 8/16:

Wine Club Management Webinar: Top 5 Tools for Success

4/19, 8/30 & 11/7:

Winery Marketing: Developing a Digital Marketing Plan

3/26 & 5/9:

Tasting Room Training: CONNECT – QUALIFY – CONVERT

4/10, 5/8 & 9/11:

International Direct Wine Sales Workshop

Kicks of April 11th for four weeks:

DTC Wine Management Series (4-Part Workshop)

SAVE $25 on any webinar with Promo Code: DTC2018. Group discounts available for 4+ from same winery.


Resources:

https://www.prnewswire.com/news-releases/winecom-calls-for-industry-support-of-three-tier-ecommerce-at-eighth-annual-growth-summit-300605451.html

** http://www.myloudspeaker.ca/blog/20-marketing-statistics-5-trends-implement-2018/

*** https://www.thinkwithgoogle.com/consumer-insights/micro-moments-consumer-behavior-expectations/

**** https://blog.hubspot.com/marketing/video-marketing-statistics#sm.0000f7ujhkwrse8sqa62aq63w23fi


About Sandra Hess

Sandra Hess, founder of DTC Wine Workshops and the DTC Consultant Network is a public speaker on the subject of direct to consumer wine sales and customer retention in the US.