WTN Services- Best Practices- Intimidation and wine sales…
A survey by the Click Wine Group in 2006 (the folks who brought the world Fat bastard, by some accounts the fifth most popular French wine) found that 43 percent of wine drinkers say they feel intimidated about choosing wines, 36 percent think wine labels are confusing, and 42 percent think wine experts actually try to make wine harder to understand.
A few of the more successful brand managers have partnered with their club managers and web leaders and fulfillment companies in an attempt to take the intimidation out of wine drinking. Some have made collateral materials of clubs easier to understand and share with friends, some have worked with fulfillment on club packaging and client messaging ensuring that the speaking of wines and communications to clients are in more layman’s language. These initiatives specific to wine have driven increased sales by focusing on the simplicity of wine. Club and brand managers have found an increase in customer loyalty to their sites and clubs when the intimidation and confusion factor is removed. A consumer feels safe with your brand and becomes a repeat buyer and extends the length of club purchases when they feel confident and not confused.
What actions have you taken to cut the intimidation factor from purchasing your wine products? What is your action plan to drive new wine sales through less confusion and more consumer loyalty? Have you discussed options with all partners that impact the customer touch look and feel? Thoughts to consider as we enter a new year…