Winery E-Commerce: Your Holiday Planning Guide
Prepare, prepare, prepare! Abraham Lincoln famously said, “Give me six hours to chop down a tree and I will spend the first four sharpening the axe.”
One thing is for certain in these uncertain times – this holiday season is going to see a marked increase in winery e-commerce shopping. Take into consideration who your customers are and how they are shopping as you start preparing your holiday offers, wine club promotions, and gifting programs. Consumers are not predicted to start shopping any sooner than normal, so there is still ample time to sharpen your axes!
Here are our top 5 ways you can prepare your winery’s e-commerce site for the upcoming holiday sales season:
Wine E-Commerce Tip #1:
Make sure your online store is up-to-date and informative.
While Millennials are the generation to watch regarding wine consumption, the numbers do not lie – Generation X and Boomers are still at the table, drinking their share and joining your winery’s wine clubs.
Your winery online store should not only be visually appealing – clean, organized and user-friendly, but it should also be extremely relevant.
Some questions to consider:
- When was the last time you updated your product images? Is it time for a refresh?
- Do your products have an appealing description including food pairing recommendations, winemaker notes, or serving suggestions?
- Does your online store landing page have clear call-to-actions, prompting your users to continue on through the purchase process or to join your wine club?
If you are looking to update your online store, now is a perfect time. Whether it is simply a few fresh photos on your landing page or a completely custom update, the Xüdle Design Team is here to help. Just submit an inquiry and we will be in touch.
Wine E-Commerce Tip #2:
Plan for a continued increase in winery web sales.
Winery e-commerce is more important than ever.
Silicon Valley Bank released its annual State of the Wine Industry Report earlier this year with the tagline – 2020 Outlook: The US Wine Industry Will be Challenged Over the Next Five Years – with no idea of how apt that statement would prove to be. Who could have predicted COVID-19 and ever-changing pandemic winery regulations, unprecedented wildfires devastating wineries and vineyards up and down the West Coast, and all the related uncertainties?
Prior to COVID, the forecast for direct-to-consumer wine sales was showing slowing (but still positive) growth. As of July 2020, US off-premise wine sales were up 27.6%.
Wine E-Commerce Tip #3:
Consumers are expecting some deals – make sure your offers make sense.
Wine Club members and guests alike are still looking for unbeatable holiday specials, and it is prudent to keep this in mind during the last few months of the year. A mistake seen often is overcomplicating the offer or promotion. A winery might think bigger is better, but without a doubt, the deals that bring the greatest return are often the simplest. Think free shipping on $50 or more, buy one, get one, or simply a percentage off a certain product or category. Keep it simple.
If you need help with setting up a promotion or discount for your winery’s e-commerce, schedule a 30-minute call with one of our team members – we are happy to help.
Wine E-Commerce Tip #4:
Flash sales still seal the deal.
Flash sales have become standard over the last few years, and they still work for selling high volumes in a short amount of time. Make sure you are using social media and marketing tools to your advantage and consider offering separate promotions in different platforms. When it comes to promotions, trial-and-error will let you know what your customers want.
Wine E-Commerce Tip #5:
Leverage Google Analytics to make your next move
Just recently Xüdle enhanced its capabilities with Google Analytics, allowing more opportunity to track e-commerce conversions than ever before. And if you didn’t know already, we’ve been tracking your winery’s e-commerce performance using Google Analytics since you signed up with Xüdle. If you need access to your account, just let us know and we will share it with you.
Dig into your data to better understand the buying habits of your wine club members and guest customers alike. Alter your product display, change out photos, and enhance your product descriptions if your analytics are showing sluggish results.
We wish you much luck this season and please let us know if we can assist with any of your e-commerce or digital marketing needs. We’re here to help.