Wine.com sells a lot of wine. As a result, I think that wineries looking to sell more wine online should look at wine.com to see if there are any lessons to be learned from how they do things.
Here's a brief MarketingSherpa case study of how wine.com lifted order value 15% by making better recommendations to site visitors:
The system made relevant suggestions in real time as customers browsed the site. The types of recommendations included:
- Customers who viewed this item also viewed...
- Customers who bought this item also bought...
- Products ultimately purchased by customers who viewed this item...
- Top sellers in this price range...
- Customers who searched for "xxxx" ultimately bought...
- Items related to search "xxxx"...
Obviously, this doesn't apply to a winery with just one wine to sell, and the level of technical sophistication is beyond many winery Web site owners. But you're probably not making any recommendations at all, and that is a mistake. For example, you could routinely suggest adding some of your best-selling wine when someone makes a purchase of a different wine.
If you're interested in the article, be sure to print it out, as it goes behind the MarketingSherpa "pay wall" after November 28th.
What do you think? Please leave a comment.
Great Article and Tip. These points are especially important heading into the holiday season with a large amount of supply still in stores. Anyone selling wine online should note these recommendations.
Posted by: Bobby Cintolo | November 20, 2009 at 06:15 AM
HI,
"...behind the MarketingSherpa "pay wall" after November 28th." What does that actually mean?
What is the "MarketingSherpa"?
Thank you for your answer
Posted by: Vinophil | November 21, 2009 at 02:31 AM
@Vinophil: After two weeks, you must join MarketingSherpa.com ($397 anually) to access the article online. So, print or save a copy if you like the article.
Posted by: Mike Duffy | November 23, 2009 at 09:34 AM