DTC Strategic Planning - Sandra Hess - DTC Wine Workshops
- 1. DTC STRATEGIC PLANNING "TOP 5 TIPS" Vin65Roadshow February 4, 2016 Seghesio Family Vineyards Presented by: DTC Wine Workshops
- 2. Welcome! Sandra Hess Founder DTC Wine Workshops
- 3. SINCE2010 THE VALUE OF THE DTC WINE SHIPPING INDUSTRY HAS GROWN BY 66%
- 6. The RIGHT Technology with the RIGHT ProcessesBalance TIP#1 Leverage
- 10. The Offline with Online Customer ExperiencesBalance TIP#2 Balance
- 13. WHATISYOUR CUSTOMER TOUCH-POINT SCHEDULE? TOUCH-POINTS = OPPORTUNITIES TO DELIVER EXCEPTIONAL SERVICE IN BETWEEN VISITS 1. Minimum of 4-6 times per year (two weeks after each club shipment) 2. Birthdays 3. Club Anniversaries 4. Invite to an Event 5. Just because (WOW Moments with top 30%) 6. Annual Survey by phone
- 14. USEACTIONEMAILSINVIN65 To Re-Engage and Retain
- 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
- 19. DOuse Social CRM
- 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
- 22. Customers BACK with RESERVATION MANAGEMENT TOOLS & ONLINE PROMOSBalance TIP#4 INVITE
- 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?
- 25. Balance
- 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
- 29. Q& A