wine ecommerce, winedirect, wine online, wine direct to consumer, data, winery, DTC

1. The Top 20%
DTC DATA
What can we learn from them?

2. Over 6 million
transactions
From 5.3 million
consumers
Across 1,000
winery websites

3. $1.09 Billion
in sales
Over 3 million
cases of wine

4. How
wineries are
selling.
Which
consumers
are buying.

5. Source: Buzzfeed.com

6. Source: Buzzfeed.com

7. Source: Buzzfeed.com

8. Two shocking
discoveries..

9. Single men
typically
change their
bed sheets 4
times/ year.
Source: Guardian UK

10. 20% of Wineries
Represent
88% of Ecommerce
Revenue

11. 3x More Ecom!
TOP 20% Bottom 80%
9%
23%
1%
40%
2%
25%
Admin Club Mobile POS Telesales Web
11%
20%
0%
51%
12%
6%

12. What
makes the
top 20% so
special?

13. Do they have
an unfair
advantage?
Source: Pando.com

14. Case
production?
Big Scores?
High Bottle
Price?
AOV?
eMail list
size?

15. Case production…
Production Range TOP 20% Everyone
Else
Under 1,000 9% 16%
1,000 – 4,999 32% 36%
5,000 – 49,999 45% 36%
50,000 – 499,999 11% 10%
500,000 and up 3% 2%

16. Bottle price…
Price Range TOP 20% Everyone
Else
$11 - $19.99 14.14% 22.46%
$20 - $29.99 3.03% 3.39%
$30 - $39.99 20.20% 20.34%
$40 - $59.99 4.04% 3.18%
$60 - $99.99 57.58% 50.64%
$100 and up 1.01% 0.00%

17. Scores?
21
wineries in
top 20%
have had
recent 95+

18. Scores?
...but
79% of the
top 100
don’t have
a recent
95+

19. Case
production?
Big Scores?
High Bottle
Price?
AOV?
eMail list
size?

20. Average
eMail List
size
TOP 20% Bottom 80%
29,100 6,010

21. Average
Order Value?
TOP 20% Bottom 80%
$318 $217

22. How do they do that?

23. • Upsell
• Shipping Incentives
• Loyalty programs
Three winning strategies to
boost Average Order Value

24. Upsell

25. Upsell

26. Upsell

27. Shipping Incentives
Source: UPS Pulse of the Online Shopper
Report 2014

28. Shipping Incentives
58%
31%
Will add items to cart to qualify for free shipping.
Will join a loyalty program to qualify for free shipping.
Source: UPS Pulse of the Online Shopper
Report 2014

29. $19.99 $21.99 $24.99 $29.99
20% off
Equivalent
You can do it!

30. Shipping
promos?
TOP 20% Bottom 80%
4% of total
order value.
6% of order
value.
50%
higher

31. Shipping
promos?
TOP 10 Sites Bottom 80%
3% of total
order value.
6% of order
value.
2X
higher

32. Who buys from
the top 20?
Loyalty Programs

33. Why invest
in a loyalty
program?
Unique Wineries Customers
10 or more 32
9 13
8 38
7 89
6 170
5 413
4 1,069
3 3,926
2 21,333

34. Loyalty Programs

35. Loyalty Programs

36. Loyalty Programs

37. Does it work? Yup.
0
500
1000
1500
2000
2500
YEA RLY A V G BEFORE 46BRIX 12 MONTHS BEFORE 46BRIX A FTER JOINING 46BRIX

38. Start your own!

39. • Upsell
• Shipping Incentives
• Loyalty programs
Three winning strategies to
boost Average Order Value

40. Double your eComm challenge
TOP 20% Bottom 80%
9%
23%
1%
40%
2%
25%
Admin Club Mobile POS Telesales Web
11%
20%
0%
51%
12%
6%

41. • Take one action to increase your
AOV.
• Triple the growth of your email
list.
Double your eCom challenge:

42. Let me know how it goes:
jim.agger@winedirect.com
707-758-4449