Providing an exceptional customer experience

Great conversations are powerful creative fuel, especially when the topic gets everyone excited. In the new podcast, Wine Tech Insiders, that topic is (you guessed it) wine, particularly how technology can boost our industry and make your life easier.

There is so much tech out there designed specifically for wineries, to improve your workflow, help you sell wine, remove busy work, and ultimately provide your customers and audience with a peerless experience. What if we told you there were easy, affordable, and approachable moves that you could implement right now?

We will. So here’s what we’ve got for you today—hacks and tips from each member of our roundtable, plus the overall theme that emerged: There is no substitute for an excellent experience.

• Enhance the online experience: Focus on creating an online presence that's as trustworthy and appealing as your physical winery. This ensures customers feel confident and comfortable sharing their details and inviting your brand into their intimate spaces.
• Storytelling through messaging: Utilize messaging, particularly on platforms like Facebook and email, to narrate your winery's story. Keep email communications brief—offer just enough to spark interest and convey value.
• Operational excellence is key: Streamline post-sale processes to minimize logistical issues. Provide clear communication about delivery expectations and maintain an approachable presence for any follow-up questions or concerns.
• Personalization and engagement: Move beyond generic email blasts. Segment your audience for targeted messaging and consider various engagement tactics like text messages, social media interactions, and personalized thank-you notes.
• Leverage technology for efficiency: Avoid overwhelming your team with tasks that technology can handle more effectively. Use technological solutions to improve customer connectivity and operational efficiency.
• Focus on customer service: Stand out by offering unparalleled customer service. Implement technology not as a barrier but as a tool to enhance the customer experience, sparking curiosity and delight in what your winery has to offer.

Hack to sell more wine. What will work in 2024.

Let’s start with this quote from Laurie: “People expect an experience that they feel confident about putting their credit card on.” In the end, this is exactly what you want someone to do. Maybe your brand has sold wine online for years, or perhaps the pandemic pushed you into some new virtual outlets. Either way, the impression you make online has a bottom line goal and that’s to make someone feel comfortable enough to let your brand into their homes.

Entering their credit card is only one step. They are also sharing all of their contact information and will be waiting in their homes from something you sent to arrive on their doorstep. Then they will enjoy it in the most intimate setting, on their table (or maybe their couch, should they be more relaxed) with someone they love (or like a bit). Brands need to ramp it up to make their online presence as attractive and trustworthy as their actual presence.

Seb reminds us to use messaging to tell a story of experience, to solidify the image of your winery with every touchpoint. He sees most wine brands having the most success with Facebook and email, but he says to keep emails short, a “tidbit” worth of information.

“Go all in for operational excellence,” advises Nick. The wine market already has logistical friction, so make sure your business has top-notch post-sale transactions. Deliver a predictable experience that allows your customers to understand what will happen next after they place an order. They need to know when and how the wine will arrive, and how they can reach you if they have questions.

We all know that friction usually rears its head after the product has left your winery, but even if delays or problems aren’t your “fault” customers will see it that way, so don’t wash your hands of the sale when the truck leaves with your deliveries. Keep in touch. Make sure your customers are happy.

For inspiration, look outside of the wine industry. Jonathan suggests registering for communications from other brands that you admire and seeing how they treat you as a customer. Get into your own inbox and dig into marketing emails that impress you. Wineries and wine businesses don’t have to communicate in a single winery-style way.

Send text messages, comment on social media, and deliver thank you notes to recent customers with suggestions of other items they would enjoy. People love getting something just for themselves, Seb says, so consider all the ways you can make that possible.

Outdated hacks. Don’t be 2023 (or worse).

Laurie warns that big email blasts are no longer acceptable. Don’t send one general note to everyone you know. Segment and personalize the messages you send. Seb agrees—his peeve is long quarterly emails that pack in a ton of information and then hope that people will read it. There is plenty of tech out there to help segment your audience and allow for hyper-personalized emails.

Don’t drag down good employees with administrative tasks that tech could relieve. Connectivity helps your customers understand and trust your brand and it also helps your team prioritize and be efficient. As Nick says, recent years prompted a “rush to reinvestment” and your brand can’t afford to be left behind.

Jonathan says that having customers come to you and “help themselves” isn’t a great way to sell more wine. Wine brands don’t have the luxury of wasting our customers’ time. This is the year to differentiate yourself on excellent customer service.

The vast majority of wine businesses are small businesses, and new technology can seem daunting, but it’s not! It makes life better! “Tech can spark possibility and curiosity, and provide a renewed sense of what’s possible,” says Laurie. “Technology can demystify and delight people.” How exciting is that?

Subscribe to the podcast here.

Conclusion

Navigating the evolving landscape of the wine industry requires a blend of technological integration, personalized customer engagement, and unwavering commitment to operational excellence. The insights from industry leaders highlight the importance of adapting to consumer expectations for personalized experiences, leveraging technology to enhance operational efficiency, and focusing on exceptional customer service to stand out in a competitive market. By taking these strategies to heart and continuously seeking innovative ways to connect with customers, wine brands can not only survive but thrive in 2024 and beyond.

The future of wine selling is bright for those willing to innovate, personalize, and dedicate themselves to creating memorable customer experiences. Cheers to mastering the art of selling wine in the digital age!