IWSR released an article titled; Wine’s share of e-commerce sales continues to erode: How can it win back consumers?
The key takeaway was “Wine’s share of the global e-commerce market for beverage alcohol is set to shrink over the next few years, but opportunities remain for brand owners to target untapped markets and new consumers.”
So, where do you find new customers? At a wine store? Social media? Wineries? Restaurants? How do you get new customers? Currently, the most extensive wine app for purchasing wine forces you to already have a bottle of wine in hand to search, buy, and feed you the same variety repeatedly when you search. However, what if you need to know what wine you like or want to be introduced to a new winemaker or varietal?
You can follow a wine influencer on social media and choose their choice. Or you can take the approach we do, ask a friend. Most likely, you are going out to dinner or a bar with your friends, and they may know more about wine than you do. Perhaps you had dinner, and the restaurant had a sommelier, and they made a suggestion you like. We took that concept and put it in an app. Sure, we can only serve wine from the app directly, at least. One day, we will look to collaborate with a beverage delivery business so the wine can instantly appear. However, we have built a community that enjoys and shows off its wine journey. If you want to find your first bottle, the Winelikes app is perfect. You can take quizzes to introduce you to different wine varietals; some might intrigue you even to follow a hashtag, and then ultimately, as a business owner, you can target that hashtag and send a message or promo code to entice the user to go to your website and purchase, which equals a new customer and then hopefully that new customers post on the app and one new customer turns into two and so forth. A user can search the wine and food pairing feature and get suggestions of wine with the food they are cooking for following friends and peers on the feed to see what others are drinking.
“Globally, 31% of wine drinkers do not currently buy wine online but would consider doing so in the future.” So 69% of wine drinkers do, then? I know I am one, and I see ads on other social media platforms that aren’t enticing enough. They are just a bottle shot here and there, but imagine you could put a one-minute or less video together and post it on an app exclusive to wine drinkers. Then, you would capture some of that 31% with exclusive promotions, and they would purchase. You could do a promotion when someone buys a bottle of wine or case they could enter to win a visit to the winery for a free tasting or more. A giveaway? Or you could localize the ad and do a tasting discount at your winery, promote it on Winelikes (and other social media apps) of confirmed guests who would, in turn, buy your wine, and 100% it would be a new customer!
“Consumers choose online retailers based on a number of factors, the most significant being a wide range of available products, and the presence of promotions or special offers. Where the use of apps is more prominent, such as in Brazil and China, speed of delivery is more valued than elsewhere.”
Again, as stated before, it is all about promotions, and if you have a wide variety of products your winery offers, even better!
Winelikes doesn’t sell wine; you sell your wine, and you can sell it directly, which benefits your bottom line and, hopefully, will convert a buyer to a wine club subscription. However, what the buyer most likely will do is, once they receive their wine, post a photo or video about it on the Winelikes app, and then that one buyer will turn into two buyers and so forth. Winelikes app is the only wine app where customers purchase wine directly, but it also promotes wine.
For more information regarding Winelikes and how it can assist you in selling wine, you can reach us at winelikes@winelikes.com.
Article used for research; https://www.theiwsr.com/wines-share-of-ecommerce-sales-continues-to-erode-how-can-it-win-back-consumers/?utm_source=AfternoonBrief&utm_medium=newsletter
