vin65: top 3 ways to sell more wine with ecommerce
TRANSCRIPT
The 3 Best Ways
To Increase Your
Ecommerce Sales
Hello My Name is
Brent Johnson
The 3 Best Ways
To Increase Your
Ecommerce Sales
Ecommerce Is Hard
Over 220,000
Labels Registered
“Buy Wine Online” 230,000,000 Results
Ecommerce World
Is Moving Crazy Fast
Amazon“Anticaptory Shipping”
Picture can be headlines, etc of a article.
Amazon Anticipatory Shipping
AmazonDelivery by Drone
Delivery By Drone
Wake Up & Smell The Bacon
Kevin OLeary
Money Talks…
0
50
100
150
200
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2008 2009 2010 2011 2012 2013 2014
US Ecommerce Sales in Billions
Ecommerce Is Growing
Does Wine Sell Online?
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
2010 2011 2012 2013
Wine DTC Is Growing
0
100000000
200000000
300000000
400000000
500000000
600000000
2013 2014
Vin65 Platform DTC
-
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%
The 3 Best Ways
To Increase Your
Ecommerce Sales
1. Use Offline to Get Them Online
3 Ways
2. Go Mobile
1. Use Offline to Get Them Online
3 Ways
2. Go Mobile
1. Use Offline to Get Them Online
3. It’s the Shipping
3 Ways
Use Offline to Get Them Online1
Source % Of Sales
Tasting Room 62%
Club 20%
Ecommerce 6%
Events 12%
Wine Business Tasting Room Survey (May 2013 issue)
Wine DTC Sales Breakdown
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
Permission Ladder
Visitor
Visitor
First Time Buyer
Visitor
First Time Buyer
Repeat Purchaser
Visitor
First Time Buyer
Repeat Purchaser
Club Member
Visitor
First Time Buyer
Repeat Purchaser
Club Member
Let’s Put It In Action
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)
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
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
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
$1 Per Email
How To Execute
Action Email
1. Thank Them For Their Visit
Perfect 1st Time Buyer Email
2. Recognizes They Are a 1st Time Buyer
1. Thank Them For Their Visit
Perfect 1st Time Buyer Email
2. Recognizes They Are a 1st Time Buyer
1. Thank Them For Their Visit
3. Solicit Feedback
Perfect 1st Time Buyer Email
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
A Good Action Email from Vin65 #3
Andrew to Find Email
A Good Action Email from Vin65 #3
Andrew to Find Email
Karson – Wrong Email. Use the one with Subject “Thank You For Visiting”
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
Are we making this email look better?
Single Focus
Personalize
Give Something Away
Mobile Friendly
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
Day To Send
Go Mobile2
Mobile Websites
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
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
0
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600000
800000
1000000
1200000
1400000
Checkout Contact About Cart Club Events Visit
Mobile Content Viewed
0
1000000
2000000
3000000
4000000
5000000
6000000
Checkout Contact About Cart Club Events Visit Wines
Mobile Content Viewed
First Time Purchase
2nd Time Purchase
3rd Time Purchase
2014 Mobile Sales
Path To Purchase
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
Is Your Website Accessible?
How To Execute
Seamless & Responsive Design
Simplify The Page
Make Your Forms Shorter
Get Faster
Shop Your Own Site on Mobile
It’s The Shipping3
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 ??
But What About Wine
Excuses For High Shipping Rates
1. Wine is Heavy and Fragile
Excuses For High Shipping Rates
2. Packaging Costs
1. Wine is Heavy and Fragile
Excuses For High Shipping Rates
2. Packaging Costs
1. Wine is Heavy and Fragile
3. Adult Signature Required
Excuses For High Shipping Rates
2. Packaging Costs
1. Wine is Heavy and Fragile
3. Adult Signature Required
4. Inability to Negotiate with Carriers
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
Change This
My Users Don’t Care About Shipping
C
B A
My Users Don’t Care About Shipping
C
B A
Your mom, brother, nephew.
My Users Don’t Care About Shipping
C
B A
‘C’ Customers don’t love you enough to pay $21.
How To Execute
Do NOT Pass On The Shipping Rates
Be Upfront About Shipping Costs
Use Shipping Incentives
Promos
Shipping Programs
Start One
Join One
46Brix Customers
0
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Yearly Avg Before 46Brix 12 Months Before 46Brix After Joining 46Brix
Beyond Shipping
Tracking Numbers
Delivery Time
Move Products Closer To Customers
The Packaging
2. Go Mobile
1. Use Offline to Get Them Online
3. It’s the Shipping
3 Ways
