215 Alexander Street, Rochester, NY, United States of America, 14607
A winery we’ll call ABC had a loyalty club whose membership stretched back decades. Records were kept in a jumble of Excel spreadsheets, paper lists, sales team Rolodexes and other disconnected information silos. For a multi-million-dollar business operating in the digital age, they may as well have stuffed receipts in shoeboxes.
Results were predictable: Full-color brochures mailed, at high cost, to dead people. Coveted invites to lavish catered meals rewarding top customers sent to people who hadn’t bought cases in years. Promising new restaurant and other potential high-volume customers not invited since organizers had no idea if they had room. Marketing funds wasted, like fine wine poured down the drain.
Meantime, excise tax calculations took many hours of employee time, as did tracking loyalty discounts by customer, as purchase volumes rose and fell. Even with massive effort, mistakes were made. Missed eligibility for new discount levels led to customer complaints, while under-charged clients who’d dropped levels meant more money out the door.
Getting tasting room and wine tour visitors to sign paper guestbooks, and guestbook data typed into spreadsheets, were also Herculean tasks. ABC estimated over half of tasting room visitors never got any follow-up marketing at all.
Automating the data harvest:
If any of these challenges sound familiar, it may be time to review your customer data management systems. Historically, wineries seeking to automate customer data have taken three approaches:
“Best of Breed” Customer Data Ecosystems:
WineryConnect instead offers a software integration “hub” designed specifically for wineries that lets owners choose their own favorite service partners in virtually all areas of operations. The WineryConnect “hub” links best-of-breed products together, like spokes in a wheel, with CRM capabilities integrated throughout the system. Consumers can enter data they choose to share from their own mobile devices, and select data is harvested automatically at POS. All customer data is shared seamlessly and automatically across systems in a hub-and-spoke system that grows with your business, ready to carry you where you want to go.
For instance, WineryConnect’s hub-and-spoke system links to a range of choices of:
WineryConnect’s “Grape Squad” can help with both real and artificial intelligence to remove repeat entries, misspellings, etc., leaving clean, reliable data customers have agreed to share.
Today, ABC ‘s online sales are up by 1500%, marketing costs are down, and excise reporting’s a breeze. Learn how our hub-and-spoke “wheel” can help you too get moving and grow!
For More Information:
Sales: Keelan Hathaway
(585) 504-6030 (Text & Voice)
Wineries are vastly complex operations with a single purpose - to craft Experiences for consumers. To create opportunities while sipping wine, enjoying great food, and watching the sun set with friends, for people to encounter moments of magic which will stay with them a lifetime.
Since 2013 we've been learning the wine industry and identifying best-of-breed solutions that fit its specific needs. We can help you with your existing software systems, recommend new ones, or anything in between.
Our Total Care Plan includes comprehensive support from high-level business/technology strategy formation to front-line help desk support and everything in between. We are experts in supporting wineries from Seed to Sale to Social.
Title | Name | Phone | Extension | |
---|---|---|---|---|
CTO | Sam Weiner | sam@wineryconnect.com | 5852337959 | |
Director | Keelan Hathaway | keelan@wineryconnect.com | 5856946059 |
Locations | Address | State | Country | Zip Code |
---|---|---|---|---|
WineryConnect | 215 Alexander Street, Rochester | NY | United States of America | 14607 |