Why Become a Connected Winemaker?

The digitalization of the wine industry is experiencing significant growth, opening new opportunities for wineries to expand their operations and customer base. However, compared to other sectors, the wine industry sometimes faces greater challenges in adopting digital strategies.

A Customer Retention Tool

Based on wine sales data in France, it is evident that online wine sales in France possess significant untapped potential. Many wineries are beginning to show interest in digital strategies, and more importantly, to understand their implications. And for good reason! Firstly, because 29% of French consumers had already purchased wine online in 2017 (compared to only 10% in 2011), with 51% buying from producer websites and 35% from e-commerce platforms.* Secondly, as it is not yet hyper-competitive, e-commerce represents a tremendous opportunity for wineries looking to gain market share and showcase their expertise to a wider audience.

However, this is a double-edged sword; it is crucial to provide high-quality after-sales service (ASS) and associated services to ensure a positive customer experience. This is a significant asset for your brand reputation and will further enhance your visibility among all consumers. The logistics solution must also be streamlined for both you and the customer, and reliable, as the fear of breakage during delivery is a deterrent to purchase for 35% of French consumers.

Online wine sales require adherence to practices similar to direct sales at the winery, which you already master. The customer experience must be as excellent online as it is in person; customers need to feel your presence behind the screen just as they would across a tasting table. If the experience is positive, whether through your own website or a marketplace, you will be able to increase your revenue and foster customer loyalty.

A Brand Awareness Driver

To keep your customer base engaged with your winery and informed about its latest news, it is crucial to regularly publish engaging content on social media, for instance. Articles, photos, videos... this content can directly relate to your operations or broadly appeal to your customers' interests. The primary motivation for customers to follow you on social media is the expectation of finding discounts and special offers, followed by reading your publications and the ability to send you a private message. Indeed, 68.2% of wine consumers wish to interact with the producer before making a purchase. Therefore, your online visibility is paramount for customers to easily find you.

Furthermore, to enhance your brand reputation, there's nothing quite like developing on-site activities to welcome visitors and offer them wine tourism services. What's the connection to digital? This provides another reason to be visible online: wine tourism is experiencing significant growth in France, attracting 10 million visitors to vineyards annually. Demand is high, and there is much to gain by addressing it. An increasing number of tourists search online for wineries to visit. Offering your activities on your website and even on online booking platforms for wine tourism services can only increase your visibility, visitor numbers, and direct wine sales at the winery, thereby boosting your revenue and expanding your customer base.

Internet: Complementary, Not Incompatible, with Traditional Offerings

According to the Kedge BS e-performance Barometer study, the online wine sales market reached 1.4 billion euros in 2017, up from 430 million in 2014. This data confirms our previous assertion about this rapidly growing market, where all stakeholders must position themselves to highlight their expertise and achieve optimal exposure. Furthermore, 58% of retailers reported increased revenue, as consumers spend an average of 33% more if they conducted online research prior to their purchase.

Indeed, your online offering complements the traditional offerings you already provide. For instance, a wine merchant selling your cuvées addresses a different need than your online presence. The former caters to an immediate need, provided they are located within your consumers' geographical area, whereas online purchasing is national and allows you to showcase your bottles to all consumers. Consequently, when they encounter your bottles in a retail setting (wine shop, restaurant, wine bar), they will more naturally gravitate towards your cuvées, as they will be able to recognize them.

Absence of Intermediaries for Enhanced Transparency

New consumer expectations in the wine industry primarily revolve around complete transparency in wine production methods. The key challenge for you is to demonstrate to your potential customers the full scope of your work, both in your vineyards and in your cellar, to offer them a product that aligns with their expectations.

This online presence serves as a genuine showcase for your winery to internet users. It highlights your wines, your expertise, and the story behind them, which internet users appreciate. You thus engage your community by fostering dialogue about your passion and your work. This interaction is an effective system for encouraging your customers not only to return but also to recommend you. Notably, 65% of wine consumers make purchases based on recommendations from their social circle. Your online presence is an undeniable asset for sharing your story, your work, and communicating directly with your customers, which will encourage repeat purchases and positive online reviews about your brand.

Ultimately, being a connected winemaker means integrating into consumer usage habits and making yourself accessible to them. This enables visibility, brand recognition, and consequently, customer base expansion. Beyond that, it allows you to foster loyalty, as those who have visited the winery or tasted your wines on any occasion will likely be curious to find you online for more information, to follow your news, or even to repurchase wine from you. It is now up to you to choose how you wish to present yourself online!

Source: SoWine 2018 barometer