6 Ways to Make Money in DTC by Using Your Wholesale Depletion Data
Let me peel back the curtain a moment, and share with you the two topics that have interested this wine + data audience the most over the past month or so.
How to make money by using your data (here and here), and the video about how to sell more wine in wholesale.
So this week, we thought we'd combine those two particularly compelling topics, and share some ideas about how to make money in DTC by using your wholesale depletion data.
Visualizing the heatmaps of your wholesale accounts is super easy. So, too, is overlapping the heatmaps of your DTC data. You'll be able to see the gaps or the "deserts" where your winery has a great wholesale presence but little or no DTC sales. That desert is exactly where to look for new DTC sales, perhaps through targeted ads using Google or Meta.
That desert of DTC presence is also where you could prioritize pop-up tastings at retailers.
When the wholesale presence is strong, customers have easy access to purchase your wine. Turn that into a DTC opportunity in the virtual sense, with online tasting, ecommerce sales and/or telesales.
Identify the top-selling varieties in wholesale in a particular state, then use DTC to upsell the reserve or single-vineyard SKUs of those varieties.
Target an ideal pricing category for a particular market, then introduce additional SKUs at a similar price point.
What other ideas come to mind for you? We'd love to hear them. Even better, help you to execute on these and more ideas for yourself.
It's time to get creative, friends. The data is here to help, and so are we.
As always, please let me know if you have any questions or would like to get started either on DTC or wholesale or both —
Thank you,
Cathy