Foster Lasting Customer Relationships by Adding Education to Your Ecommerce Platform

Delaney McDonald
April 21, 2020

Younger or less experienced wine consumers may find speaking with a wine expert at a tasting room or wine retailer intimidating. There is plenty of wine-specific terminology that consumers outside of the wine industry may find opaque or confusing. Don’t underestimate the role that even seemingly basic education can play in helping convert customers. At bars or restaurants there is usually a brief description of the wine, and if not, a server can help guide a consumer with recommendations tailored to their preferences. But this experience and guided help doesn’t always translate when shopping for wine online. 

Many people enjoy wine, but don’t know a ton about it. They may have a basic understanding of what styles are out there or what they have liked in the past, but there is a great opportunity to teach and expose consumers to the vast world of wine culture. According to Conversioner, millennial consumers are 40 percent more likely to be influenced by impressive product descriptions that they see online. With education and additional information, consumers of all ages are more willing to get out of their comfort zone and purchase new and different varietals. 

In a time where you can find reviews, ratings, and top 10 lists for just about anything on the internet, having information readily available to consumers about your winery’s varietals on your ecommerce website can greatly improve overall customer experience and satisfaction. According to Sales Layer, six out of 10 shoppers point to poor product content as the main cause for leaving a shopping cart, besides price and delivery. Having this added information and elevated customer experience can help your winery standout from the multitude of options available.

After speaking with some of our clients, we’ve captured a few best practices on making a more educational ecommerce platform:

  1. Give an overview and description of the varietal, in terms of where it is grown, the type of grapes it uses, and the tradition tasting notes or descriptions that are associated with the varietal. For example, if it’s a Cabernet Sauvignon, you might mention it traditionally has an opaque, full body with robust notes of black currant and berries. You could go on to mention when grown in moderate climates it has more herbal and floral notes, but when grown in warmer climates it has more notes of blackberry, chocolate or mint. You could give an example of some terminology people associate with this varietal: full-bodied, rich, spicy, fruity and smokey.  This is where you can get really specific on your wine offering, paint a full picture of the varietal and then describe how your wine fits within the larger frame. This is a great place to highlight what makes your wine special and different from the standard. You can describe details like vintage, aging, harvest dates.
  2. Share tasting notes, level of dryness, mouth feel, aromas etc. Having a standard scale from most dry to least dry for every wine you sell, for example, could guide a consumer and help them narrow down their choices. Use taste descriptions like notes of blackberry or cocoa to give consumers a better idea of what the wine will be like. This can help you mirror the tasting room experience online.
  3. Make customer reviews available for every wine you sell. People like to read reviews to help them make purchasing decisions online. According to Spiegel Research Center, consumers are 270 percent more likely to purchase an item if it has five or more reviews rather than if it has none.
  4. Have suggestions readily available. For example, if a consumer is looking at one of your citrus-forward Sauvignon Blancs, you might suggest your Pinot Grigio as well, as it has notes of green apple. Small suggestions like this can go a long way to help the consumer get exactly what they are looking for. Another way of doing this is to share “ people have also viewed” as a way to give a tailored experience without getting too specific.
  5. Suggest food pairings with each varietal. This is common practice in restaurants, and can easily be carried over in your ecommerce platform. For example, if a customer is looking at your oak-aged Chardonnay you could highlight common foods that accentuate the wine flavors, like light fish or chicken, buttery or creamy sauces, or fruits like peach, melon and mango. 

Adding some of these educational pieces will help the consumer feel informed and appreciated during the buying experience. This can improve customer satisfaction and foster a long-lasting relationship between the winery and consumer. Your winery’s ecommerce platform can not only be a place for consumers to purchase their favorite wines, but also a resource to explore and learn more about different varietals.

Sign up for Email Updates

Stay up to date with the latest tax and compliance updates that may impact your business.

Author

Delaney McDonald

Share This Post
Share on facebook
Share on twitter
Share on linkedin
Share on email

North America ShipCompliant
June 18, 2021
How to Streamline Your Wine Shipping With UPS and FedEx

Wineries that use FedEx or UPS to print shipping labels for beverage alcohol packages can integrate with ShipCompliant to streamline the fulfillment process. This means: No more typing addresses to print labels One click can pull all shipment information from ShipCompliant into FedEx or UPS –  your labels are ready to print Tracking numbers sync […]

EMEA Tax Compliance VAT & Fiscal Reporting
June 17, 2021
Poland VAT Reporting: Draft Amendments to JPK_V7M/V7K Published

In Poland, the Ministry of Finance proposed several changes to the country’s mandatory JPK_V7M/V7K reports. These will take effect on 1 July 2021. The amendments offer administrative relief to taxpayers in some areas but create potential new hurdles elsewhere. Poland JPK_V7M and V7K Reports The JPK_V7M/V7K reports – Poland’s attempt to merge the summary reporting […]

North America ShipCompliant
June 17, 2021
Can Retailers Do Direct-to-Consumer (DtC) Wine Shipping?

The demand among retailers and consumers for interstate direct-to-consumer (DtC) wine shipping is growing, further bolstered in the wake of the COVID-19 pandemic. Retailer DtC shipping is allowed in just 15 states and the District of Columbia, but retailers still saw significant increases in online orders and DtC shipping in the past year. But what […]

EMEA VAT & Fiscal Reporting
June 16, 2021
VAT Trends: A Shift Toward Destination Taxability for Certain Cross-Border Transactions

As detailed within our annual report VAT Trends: Toward Continuous Transaction Controls, there’s an increasing shift toward destination taxability which applies to certain cross-border trades. In the old world of paper-based trade and commerce, the enforcement of tax borders, between or within countries, was mostly a matter of physical customs controls. To ease trade and […]

EMEA Latin America Mexico VAT & Fiscal Reporting
June 15, 2021
Understanding Mexico’s Carta Porte Supplement

On 1 May 2021, the Mexican tax administration (SAT) released one of the most important updates to the electronic invoicing system of the country since 2017. The update was about the new Bill of Lading Supplement (locally known as Suplemento de Carta Porte) that should be added as an annex to the electronic invoice (CFDI) […]