Online stores selling $9.99 shoes are different in every way from stores selling $349.99 shoes. The same thing most likely applies to wineries selling wines in the $75-and-up price range.
Take 5 minutes of your morning coffee to read eCommerce: What If Your Product Is Not So Simple?
The bottom line is to remember that for every sale of a $75 wine online, you may be missing many more because most people don't spend $900 on a case of wine without a little bit of thought. Don't forget to capture enough information to stay in contact and make the sale. For all the controversy, Rockaway did a great job of launching and selling their high-end wine.
(My favorite thing about the Rockaway site is their use of "Acquire" instead of the more mundane "Buy." This shows excellent understanding of their target market.)
Mike:
I really like the suggestion to use the word "acquire" instead of the word "buy" !
I am stealing this now!
Richard
Posted by: Richard Shaffer | December 22, 2008 at 09:21 AM
As Picasso said, "Good artists copy, great artists steal."
Of course, once *everybody* does it, it will no longer have any impact. :)
Posted by: Mike Duffy | December 22, 2008 at 09:36 AM