This document provides 5 tips for DTC strategic planning:
1. Leverage the right technology with the right processes.
2. Balance online and offline customer experiences.
3. Learn about customer wants using reporting tools and segmentation.
4. Invite customers back in meaningful ways using reservation management tools and online promotions.
5. Respond to online brand mentions, customer feedback, and social sharing to enable real-time improvements.
15. • It costs FIVE TIMES more to acquire new customers than it does to keep current
ones. (Forrester)
• Returning customers spend on average 67% more than first-time customers. (Bain)
• Customers are 77% more likely to buy a new product when learning about it from
family and friends. (Nielsen)
Average Club Membership is 18-24 months. What is yours?
STAYCONNECTED
INBETWEENVISITS
16. About what your customers want -
USE reporting tools & segmentationBalance
TIP#3
LEARN
20. DATA Sources
to Watch
Top 30% Lifetime Value
Reports
Wine Club Trends &
Variances
DTC Sales Conversion
Trends
Reservation Details
Visitor Demographics
(DOB/State)
Top Ship-To States
21. DATA Sources
to Watch
Email Marketing Open
& Conversion Rates
Social
Media Conversion Rates
Survey Results from
both Club Segment
and Other Customers
E-Commerce Site Analytics
Referral Tracking
with Hospitality Partners
23. REDEFINE
CONVERSION
PATHS
PERFECT WORLD = 1st time visitor is
qualified and converts to club member
MORE REALISTIC WORLD = 1st time
visitor to buyer then repeat buyer and
repeat visitor (already member of 3-5
clubs)
IDEAL WORLD = 1st time visitor
connects with brand (qualified) buys
same day and is invited back to in-
person or online depending on GEO.
Responds to meaningful invite and is
invited to join the RIGHT CLUB
Whattoolsdoesyourteamhaveto
workinanIDEALWORLD?
26. To Online Brand Mentions, Customer
Feedback and Social Sharing to make
REAL-TIME IMPROVEMENTSBalance
TIP#5
RESPOND
28. TOP5KEYTAKE-AWAY'S
1. LEVERAGE the right technology
with the right processes
2. BALANCE the Online with the
Offline
3. LISTEN to what your customers
want
4. INVITE customers back in
meaningful ways
5. RESPOND to online brand
mentions