The average winery today receives 42% of its DTC revenue from tasting room sales and 36% of its sales from the wine club. This means of a winery’s direct sales today, 78% has to come from a consumer who first walks into the tasting room (SVB). That’s huge! Providing a world-class experience needs to be a top priority in the tasting room.
What is a customer experience?
In commerce, a customer experience is the product of an interaction between an organization and a customer over the duration of their relationship. Customer experience is important to wineries because it drives loyalty and sales both inside and out of the tasting room.
Customer experience starter guide for wineries
Step 1: Have a clear vision of the customer experience you wish to provide in the tasting room.
Option 1: High-end, high touch
Host exclusive events or add a club member only lounge to increase member loyalty.
Pro Tip: Use customer notes in your POS system to personalize interactions.
Option 2: Educational
Provide tours and classes to create a personal connection to your wine.
Pro Tip: Use an integrated reservation system to easily manage your appointments.
Option 3: Relaxed
Make your winery a destination with the addition of lounge seating and simple hors d'oeuvres to your tastings.
Pro Tip: Add the TabletPOS system to bring your point-of-sale to your guests. Guests may stay longer for relaxed tastings, so it is essential that your wine educators become a storyteller for your winery. Consider training your wine educators with canned stories and adding a new experience at a higher price point.
Step 2: Tell your wineries unique story to create an emotional connection.
According to the Harvard Business Review analysis, “Fully connected customers constituted just 22% of customers. However, they accounted for 37% of revenue and they spent twice as much annually ($400) as highly satisfied customers. Enhancing emotional connection could be a viable growth strategy if the retailer could attract fully connected customers from competitors, transform satisfied customers into fully connected ones, or both.”
Step 3: Improve your experience with feedback surveys.
Allow your customers to submit satisfaction surveys after tastings, wine club shipments, and events. By responding to problems, you can improve loyalty and address issues.