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I had a thought the other day and I wanted to think out loud here and get your feedback.
Here& #39;s the thought:
"DTC brands could learn a lot from how wineries approach their customer experience and growth."
*Thread*
Here& #39;s the thought:
"DTC brands could learn a lot from how wineries approach their customer experience and growth."
*Thread*
1/8 - They think long-term.
If you want to build a brand that lasts, who better to learn from than folks who have products that take years to create. More DTC brands should look to brands whose entire business survival has a long term perspective.
If you want to build a brand that lasts, who better to learn from than folks who have products that take years to create. More DTC brands should look to brands whose entire business survival has a long term perspective.
2/8 - They sell commodity items via wholesale and their good stuff direct-to-consumer.
You often see their mass-produced bottles at Costco and other grocery stores (used almost as a marketing channel) while they save the premium wines for their tasting rooms.
You often see their mass-produced bottles at Costco and other grocery stores (used almost as a marketing channel) while they save the premium wines for their tasting rooms.
3/8 - They know the value of a quality on-site experience
Their tasting room is all about delivering a premium experience and encouraging you to become a member. They know a great first impression and experience leads to a better customer lifetime value.
Their tasting room is all about delivering a premium experience and encouraging you to become a member. They know a great first impression and experience leads to a better customer lifetime value.
4/8 - They make retention central to business.
Every winery I& #39;ve been to has at least one basic membership if not multiple more elaborate membership tiers that give you access to varying qualities of the premium product as well as special experiences.
Every winery I& #39;ve been to has at least one basic membership if not multiple more elaborate membership tiers that give you access to varying qualities of the premium product as well as special experiences.
5/8 - They use authentic origin stories to differentiate themselves
They frequently tell the origin of the first wines they created, the family history of the winery, the region they are growing the grapes in, etc to create an emotional connection with consumers.
They frequently tell the origin of the first wines they created, the family history of the winery, the region they are growing the grapes in, etc to create an emotional connection with consumers.
6/8 - They rarely rely on discounts to convert.
They& #39;re not interested in cutting into their margin just to get you in the door. They& #39;re not in the bargain business. Rather they& #39;ll offer you discounts if you become a committed long term customer and member.
They& #39;re not interested in cutting into their margin just to get you in the door. They& #39;re not in the bargain business. Rather they& #39;ll offer you discounts if you become a committed long term customer and member.
7/8 - They reward their loyal customers for bringing in new customers.
Wine memberships often include free tastings for you and multiple guests. What better way is there than to enjoy your product with word-of-mouth friends.
Wine memberships often include free tastings for you and multiple guests. What better way is there than to enjoy your product with word-of-mouth friends.
8/8 - They recognize the power of using their community to grow.
Whenever members new shipments are ready, they& #39;ll host a pick-up party event for their members (and sometimes their guests). These are great opportunities to reinforce loyalty and bring in potential customers.
Whenever members new shipments are ready, they& #39;ll host a pick-up party event for their members (and sometimes their guests). These are great opportunities to reinforce loyalty and bring in potential customers.
What do you think? Can you think of more similarities? Am I way off?
Thoughts @kdlafrance?
