How Experience Packages On Winery Websites Earn Money And New Customers.
In the last couple of years, we’ve been lucky enough to design and develop web platforms with ecommerce stores for three Australian wineries.
To be really thorough in understanding our clients’ businesses we spent many hours at these wineries experiencing the surrounds, walking the grounds, talking to the winemakers, dining in the restaurant and of course, sipping the wares at Cellar Door. Each and every time, we reflected that it was an experience worth paying for. In fact, if we could give it as a gift – we would.
People Will Pay For ‘Perfect Day’ Experiences At Wineries
We’ve learned through the process of designing, developing and then marketing winery online including Montalto, St Annes, and Point Leo Estate, the winery ‘experience’ is something that customers will and do happily pay for. Winery experience gift vouchers are increasingly becoming a lucrative earner. Which is why this Christmas every winery should have an experience on their website ready to put in the stocking.
Create ‘Perfect Day’ Experience Packages
Before you can sell it, you need to create it. Some vouchers, such as dinner at the winery restaurant are relatively simple. You either have a winery restaurant – or you don’t.
The opportunities to bundle up ‘money can’t buy’ experiences for a wine tourism friendly audience is where the money is. Behind the scenes tours of cellars, wine and food matching sessions, intimate discussions with the wine-maker and special event calendar redemption. For wineries that have limited experience aspects to their winery, consider partnering with local businesses to create a ‘Day in the Region’ experience package.
Imagery On Your Website Tells The ‘Perfect Day’ Story
Once you have your packages you need to bring them to life. Great imagery and a website design that allows you to showcase your experience is critical to sales conversion.
An experience gift voucher is simply a promise. Great imagery is the best way to reassure the gift-giver that you can deliver on that promise. Your imagery should bring to life the perfect day memories on offer.
Your website should be a canvas for this great imagery. Just imagine your favourite photo. Then cover half of it and put it in an ugly frame. Unfortunately, with many websites still not being responsive to mobile or tablet formats, this is how potential customers will view your website on their mobile phone. Investing in a responsive website is a necessary investment if you want to take a share of the experience market.
“Do You Want Wine With That?”
On-selling At Checkout.
If you were reading our introduction carefully, you’ll note that every good winery experience ends up with drinking and then buying wine. Selling experiences means that the gift recipient will become a new wine customer. It’s an easy way to increase your customer base for your main revenue stream.
The gift-giver is likely to be parched by the time they’ve seen all your beautiful imagery on the website so check-out is the perfect time to interest them in a self-reward. Maybe their favourite Pinot Noir…? We have seen such an uplift in cart value by including well-targeted McDonalds’ ‘Would you like Fries with that’ offers.’
The Final Hurdle – Cart Abandonment
Here’s the spanner in the works: 69.23% of online shopping carts are abandoned. Like those sad shopping trolleys that somehow end up on the banks of a river, half submerged… But, if you get your strategy in order your trolley has infinitely more chance of ever making it back to the checkout than those poor little guys.
To overcome this challenge, we set up a simple email sequence of two emails, at 4 hours post-abandonment, and at 24 hours post-abandonment. When done right – with a killer subject line and internal optimisation – you’re set to recoup just under a third of those who open and click your email. In their 2017 study, WorldPay found that 54% abandoned for expensive shipping. It’s worth noting that – as experiences requiring no shipping – they are in significantly less danger of being abandoned pre-purchase. This ‘no shipping factor also makes them a hero for last-minute Christmas shoppers…
The Kicker… Not Everyone Redeems
But there’s another kind of abandonment that might actually help you out… It’s well known that not everyone redeems vouchers. Which means that for some of the revenue you bring in for experiences, you don’t have to do anything at all. Money for jam, or better yet money for Christmas ham*.
If you’re in the wine industry, the tourism industry, or the experience industry give us a call to learn more about how we can help you make clever ideas a commercial reality.
*Who doesn’t like a bit of hammy humour…