Message In a Bottle - D2C Wine Sales
Henning Schwinum
Helping growth-minded Founders, Owners & CEOs to identify their ideal sales/revenue/growth leader for a fractional, interim, full-time, or consultation role, using our proprietary PerfectMatch? system.
“in vino veritas”
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I never spent any time in D2C sales. As a consumer, though, I have experience, and I find some aspects appalling, others irritating, and a few fascinating. Since direct-to-consumer sales is a business model based on the sale of products to the end customer without intermediaries, I get to interact directly with the producer or manufacturer, either in person or through their own eCommerce channel.
To the producer or manufacturer, the D2C business model offers a variety of benefits, things like:
As there is direct interaction, similar benefits exist for the consumer. For me, most memorable and beneficial are the D2C purchases I make in person. Like buying a piece directly from the artist or craftsman (https://lisaburge.com/), visiting a local bakery and learning how they are milling their own flour (https://www.slobreadbike.com/), or understanding the impact of weather on the availability of fruits and vegetables at our farmers market (https://www.slocountyfarmers.org/); each experience gives me:
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The majority of wineries today focus their business model on growing their direct-to-consumer business. At the core of that strategy is converting winery visitors to club members, where they will receive extra care, focus, and attention to retain them as loyal customers. Wineries selling direct-to-consumer yield higher profit margins than sales to wholesalers. For small businesses, this opportunity is even more significant.
So, what motivates people like me to join a winery club? Here are a few reasons, some representing a professional view, some a more personal one (and please do not judge); some speak to the quality of the people, and some are circumstantial:
Frankly, I have fallen for any one of those motivators.
Process Optimization | Financial & Operations Leadership | Salesforce CRM | 6 Sigma Black Belt
10 个月A master class in D2C sales you have shared. I might add for the curriculum, 1 more reason: New Friends. Enjoying a glass of wine socially (or any beverage for that matter) creates an opportunity to connect with someone, say "hello"... "Cheers" ...."Prost" introduce yourself and converse. You might find this new person to be helpful to your business or has a need you can fulfill.
Authentic brand builder and strategic marketer for small to mid-sized businesses.
10 个月Having spent some time in the wine industry, I love seeing the consumers thoughts behind wine clubs and their benefits. Great insight and thank you for sharing some amazing companies!