Announcing Enolytics Lite: An “Emergency Kit” to Address Immediate Needs
What do you need right now, when it comes to data + wine?
That’s a question we’ve asked a lot these past few weeks, especially as we start to understand the impact that SARS-CoV-2 will have on the industry.
In response, many of our colleagues have said that they’re turning inward. Wineries are turning to their DTC programs most of all, as they think urgently and creatively about generating revenue from already-established customers.
That’s our sweet spot, as you’ll know if you’ve been reading this newsletter the past few months. We believe that Enolytics’ work in the DTC space is innovative and powerful, and we also recognize that it may be more than some wineries need right now.
“Is there, like, an ‘emergency kit’ version of Enolytics?” someone asked.
The answer is Yes. Now there is.
It’s called Enolytics Lite, and it’s meant to address immediate needs of wineries who need to sell to their existing customers. Right now.
Here are four examples we’ve done in the past four days alone, beginning with the data that wineries already have.
Identify the gender of newsletter recipients. This example was inspired by a woman winemaker who wants to speak directly to the other women and entrepreneurs who she’s always felt have been her strongest supporters. That was her gut instinct. Now that we’ve segmented her list by gender with a high degree of mathematical certainty, she can create messaging and content that she’ll know are being read by other women. She’ll also create content that she’ll know is being read by men. For her, it’s a different mindset and a different approach. It also brings her another step closer to her audience.
Visualize the geography of customers. DTC data necessarily includes shipping addresses, of course. You’ve known that all along. But there’s something about seeing the dispersal of those shipments graphically that resonates at a greater level. “It tells me that we aren’t pinpointing anything,” one winemaker said in response to seeing a nation-wide map of their customers. Though the primary market is obvious (it’s close to their winery), they need to identify the next tier of focus. Planning and brainstorming began immediately about how to segment their offerings more effectively, according to geography and purchase history.
Visualize how long customers have been club members. We know that, generally speaking, the average duration of wine club members is about 18 months, or about 540 days. Each winery will be different though, such as the winery we’re working with whose average membership duration is more like 400 days. Since we can visualize and segment members geographically, we can see that in some markets, the average is closer to 700 days while in other markets, it’s more like 250 days. What does that tell us? In the near-term, it’s about generating content that’s specific to one part of the membership cycle, like when they’re in the danger zone of falling off. A little further out, it’s about planning market visits that might reinforce the loyalty of long-term customers in some cases, and boost continued membership in others.
Build a bridge with distributors. This one I did not see coming, but a winery colleague who saw the visualizations in (2) and (3) took one look and said, “My distributors would love to see this.” Why? Showing a map of real customers is a little like showing where the fish are, neighborhood by neighborhood. That suggests to the distributor where to go fishing.
Do those four examples make sense? I hope so, because there’s more where that comes from.
So let me ask you.
What do YOU need right now, when it comes to data + wine? Would these three services, or one or two of them, be helpful in the very near-term?
I’d be very glad to hear from you, because nothing would make me happier right now than being useful to the wine community. In that spirit, we’re offering these services at a reduced rate to try to help wineries who need it most.
Thank you, as always, for reading and I look forward to your feedback in response –
Cathy