How to Finish the Year Strong with Wine DTC
Gifters!
Let’s talk about this segment of your DTC database, who purchase wine as gifts for others — including family, friends, co-workers, colleagues and clients.
Gifters “gift” year-round, but we’re heading into the heaviest (holiday) season of all for this particular kind of wine DTC behavior.
On average, between 10 and 15% of all November wine DTC orders, and between 20% and 25% of all December wine DTC orders, are GIFTS?
Which means that October-November-December is an ideal time to focus on gifters, and finish your year strong.
Some of you are ahead of the curve, and factor your outreach to gifters into your annual marketing plan. That’s awesome.
If you’re new to thinking about your winery’s gifters, or even if you’d like to polish the program a bit, let me share a few tips that we hope will help.
Identify high-value corporate gifters in your own database. Narrow your database to those customers who have placed a high volume of orders on the same day. They are likely corporate gifters. Then use their email address to figure out their corporate industry, like financial or legal services, as they tend to be big spenders. TIP: Enolytics already identifies corporate industries for contacts in your database.
Identify the personal gifters in your database. Do you already know who they are? Or do you know how to find them? We make it easy, inside Enolytics, because we do the “heavy lifting” for you. You could start with a list of people whose shipping addresses are different than their billing address. Check which time frame they bought last year, since they are likely to celebrate again this year. TIP: Enolytics has a preset report that generates this list for you. Imagine the time you'll save!
Lean into the technology to make your life easier. Go even further, because no two gifters are exactly alike. They don’t purchase the same thing for the same reasons, for example, or even at the same time. TIP: Enolytics suggests which gifters to reach out to, for which occasion. It is not just gifting for the holidays. Some customers in your database are great gifters when they close a business deal.
We’ve built the tools to help you -- to make your life easier, especially heading into this busy season, and to help you sell more wine. So that you finish the year really strong.
We’re in your corner, and we’re here to help.
Would you like some more information? I’d love to talk with you.
You’re always welcome to schedule time on my calendar here, or via email or text at 702.528.3717.
Thank you, as always, for reading —
Cathy