Purple Giraffe Marketing Consultant Sarah Rasheed has recently had an article published in the Grapegrower & Winemaker Magazine.
Using her first hand experience in marketing and the wine industry, Sarah’s article shares eight strategies for success in the digital world of online sales for wine businesses.
Read the full article below.
IWSR, drinks market analysis, has forecast that online wine sales will continue to gain momentum over the next three years.
Through selling directly to consumers online, you can bypass more traditional distribution channels and retain greater control over pricing and branding.
For Australian wine businesses in an increasingly digital world, the ability to effectively sell wine online has become paramount for wine business success.
Authenticity
Authenticity in wine marketing is crucial to connecting with your customers and winning their continued support. Authentic marketing promotes the genuine qualities and values of your brand and is more relatable to your target market. It outshines bogus attempts at grabbing attention and helps to build long-lasting relationships with your customers.
Storytelling
Sharing the history and traditions of your brand, or if you’re a new brand, why you decided to launch a wine brand will go a long way in creating a connection with customers. You can do this by highlighting the people, vineyards, history, and passion that goes into crafting your wines.
Value
Providing value for your customers is an important element to persuade them to purchase. Value can be added in a multitude of ways, from offering exceptional quality, unique packaging, or member exclusive products. In an online sphere, you want to capture the purchase immediately, before a potential customer moves to a competitor’s site. Price focussed incentives such as a percentage or dollar figure discounts, redeemable loyalty points and ongoing membership discounts are attractive because they offer immediate gratification. If you understand your customer and the value they are seeking, you can offer them something so enticing that they will happily convert.
Leverage social media
To leverage social media to generate online sales, you should focus on creating engaging content, targeted advertising, and nurturing meaningful interactions with your audience. By understanding your target demographic and selecting the most relevant platforms, you can tailor your messaging to resonate with
potential customers. Interactive elements like polls or quizzes can captivate audiences and drive engagement. Utilising targeted advertising on platforms, such as Facebook and Instagram, can reach specific segments of the audience with personalised offers or promotions.
Frictionless user experience (UX)
A seamless and engaging UX is a critical factor that can make or break a sale. From the moment a potential customer lands on your website to the final checkout process, every interaction shapes their perception of your brand and influences their purchasing decisions. A well-designed and intuitive UX instils confidence, builds trust, and enhances satisfaction, ultimately leading to higher conversion rates and customer retention. Ensure you are looking at your online channels through the eyes of your customers and making the purchasing process as simple as possible.
Search engine optimisation (SEO)
We know competition is fierce and visibility is of utmost importance online, so your SEO game needs to be
strong. By optimising your website’s content, structure, and keywords to align with search engine algorithms, you can ensure that your wines and experiences are prominently displayed to potential customers actively seeking them. Appearing on the first page of search engine results not only increases visibility but also establishes credibility and trustworthiness in the eyes of consumers.
Payment options
As e-commerce continues to grow, offering diverse payment options on your website is crucial for accommodating the preferences and needs of a wide range of customers. Not everyone uses the same payment method, so providing choices such as credit/debit cards, digital wallets like PayPal or Apple Pay, or instalment plans like Afterpay and Klarna, enhances convenience and accessibility. Through offering multiple payment methods, wine businesses can reduce barriers to purchase, increase conversion rates, and improve overall customer satisfaction, ultimately driving sales and loyalty.
Look ahead
We’ve learnt over recent years just how quickly the world can change, and how responsive we need to be.
The wine industry is no exception, during COVID wineries were quick to adapt to online tastings and virtual tours. As technology continues to evolve and consumer behaviours shift, the landscape of online wine sales will undoubtedly undergo further transformations.
By embracing innovation, staying on top of emerging trends, and adapting your strategies accordingly, you can position your winery for long-term success in the digital frontier.
