Wines & Vines Home
   
 
Welcome Guest
LOGIN |  CREATE ACCOUNT
 
ADVERTISEMENT
 
 
 
04.19.2013  
 

Wineries Shift to Mobile Platforms

One e-commerce provider says more than 17% of site's traffic is mobile

 
by Peter Mitham
 
 
wattle creek
 
Ben Williams of Wattle Creek Winery in Cloverdale, Calif., is using software to streamline the storage of customer data.
Bellevue, Wash.—Digital media consultant Rick Bakas of San Francisco, Calif.-based Bakas Media told wine industry members at marketing seminars in Oregon and British Columbia a year ago that indicators pointed to a breakthrough for mobile commerce in 2014.

“This is the year that’s targeted for mobile media and mobile marketing to explode,” he said at the time. Wineries should, at the very least, have a mobile landing page for online visitors using smart phones and tablets – not simply a web page, which can be very difficult to read and navigate around on a mobile device. He said a welcoming feature like this would build a relationship with aficionados and potential customers.

This week, Bakas told Wines & Vines that wineries are still lagging in the development of a mobile presence—or what he prefers to call a digital strategy, one that takes a coordinated approach to desktop and mobile interfaces, social media and apps.

“Wineries will want to integrate them all together into a single sales and marketing strategy,” he said. “From what I see, approximately 75% of wineries using the social web still haven’t figured out the basics of social media and are doing it wrong.”

That’s not to say they aren’t trying, and that customers aren’t pushing the issue.

Mobile traffic doubling
Andrew Kamphuis, founder of Canada’s Vin65 in Abbotsford, B.C., said mobile traffic through the sites of the 800-odd wineries for which his company manages e-commerce platforms has doubled in each of the past three years.

“Two years ago in December about 5% of our traffic was on mobile,” he said. “This past Christmas it was at 17.5%, that’s a huge uptake in mobile traffic.”

Kamphuis expects traffic could hit 30% by the end of this year. Wineries have responded accordingly, he said. “Two years ago, Rick (Bakas) was right; wineries were blind to it,” he said. “I don’t think they’re blind anymore.…When 17% of your web sales are coming from a mobile device, you’re going to pay attention.”

Vin65, which has launched an iPad-based point-of-sale system, identifies five key benefits for wineries to make the leap to mobile sales platforms:
• Greater sales,
• More productive employees,
• Better customer service,
• Easier reporting,
• Improved customer experience.

Of course, Vin65 is not the first company to recognize the advantages.

Originally an inventory-management firm, OrderPort LLC of Bellevue, Wash., has developed a roster for its eponymous tasting room software since debuting it at the Washington Association of Wine Grape Growers convention in February 2012. A partnership with Vintners Logistics LLC and Vintners Direct LLC allows the fulfilment of orders from consumers to wholesalers, with integrated management and keeping of records.

“It does all their sales,” said Stephen Ratzlaff, managing partner of OrderPort. “A lot of wineries have different systems to manage each one of those. We do it all in one place, so at the end of (the) month it’s really easy to do all of your accounting, all of your compliance reports.”

The software is tailored for use with iPads, primarily within tasting rooms, but it is increasingly used at tastings and elsewhere.

“You could handle these things manually, but then it’s a tremendous amount more work. They don’t have consistent pricing, they don’t have a common database for marketing,” Ratzlaff said.

The aim of the software is to help tasting room staff be more responsive to customers, moving sales along and creating a more positive experience for the customer. On the back end, the integration of various sales channels streamlines accounting and reporting.

Helps winery get the word out
Ben Williams of Wattle Creek Winery in Cloverdale , Calif., told Wines & Vines that the system has helped the winery boost its mailing list, helping it get the word out about its wines to more people.

In addition, consumer data is shared securely across the winery, so that the existing relationship is honored if one of those consumers follows through and buys wine. This wasn’t the case last year, when Wattle Creek was manually adding customer information to upwards of three separate databases.

“We were running a wine club database system, I was running a separate system for our mass emailer, and I was running yet another database system for our online sales,” he said. “They’ve been as close to a silver-bullet solution as I could ever hope to find.”

Moreover, during some small improvements to its Cloverdale tasting room last week, the mobile nature of the system allowed Williams to move tasting room operations onto the patio rather than be tethered to a cash register.

Ratzlaff says such turnkey solutions are exactly what small to mid-sized wineries are looking for, because most don’t have in-house tech expertise to collate the various databases and sales channels.

“They’re not big enough to try to integrate it,” he said. “They want it easy to implement.”

OrderPort currently has approximately 100 clients, but Ratzlaff expects the number could easily double by the end of this year.

SHARE »
Close
 
Currently no comments posted for this article.
 
CURRENT NEWS INDEX »


 
Wines & Vines Home
 
866.453.9701 | 415.453.9700 | Fax: 415.453.2517
65 Mitchell Blvd., Ste. A San Rafael, CA 94903
info@winesandvines.com
Wine Industry Metrics
 
Off-Premise Sales » Month   12 Months  
October 2014 $570 million
6%
$7,775 million
6%
October 2013 $539 million $7,342 million
     
Direct-to-Consumer Shipments » Month   12 Months  
October 2014 $284 million
18%
$1,751 million
13%
October 2013 $240 million $1,556 million
     
Winery Job Index » Month   12 Months  
October 2014 139
6%
226
18%
October 2013 131 192
     
 
MORE » Released on 11.13.2014
 
 
 
 
 
 
 
 
 
 
 
 
 
 

 
 

Practical Winery & Vineyard Library
 
Search the PWV archive »
 
 

Direct To Consumer
Wine Shipping Report
2014
 
Download full report »
 
 

CALENDAR
  • November 16-23
     
    San Diego Bay Wine + Food Festival
     
  • November 19-23
     
    Flavor! Napa Valley
     
  • November 24-25
     
    World Bulk Wine Exhibition
     
  • December 2-4
     
    Vinitech Sifel in Bordeaux
     
  • MORE »
 

READER COMMENTS
 
Article: Kluge Saga Continues in Virginia »
 
Not everybody likes Pat Kluge, but she and Moses built a first class winery /...
Reader: Josh Moser
 
Article: Canada Adapts to Kegged Wines »
 
I am a wine agent in Manitoba & there certainly are kegs of cider here....
Reader: Guest
 
Article: What's Your Winery's IP Worth? »
 
If you would like more information on this seminar please visit The Seminar Group's website....
Reader: Danielle Bingham
 
Article: DtC Is Lifeblood of Wineries, Banker Says »
 
Seems like another locical option would be to have more small niche distrbutors. Consolidation of...
Reader: Guest
 
Article: Tasting Wine From PD-Resistant Grapes »
 
Congratulations Andy! Lots of grapebreeders and southern growers will be looking through the catalogs. i...
Reader: Guest
 
 


Directory/Buyer's Guide — Your Wine Industry Marketplace
 
 
WINERY SEARCH
 
 
Advanced Search »
SUPPLIER SEARCH
   by Product
 by Company Name or Brand
 
Browse by Category »
2015 Directory/Buyer's Guide
The Wines & Vines Directory and Buyer's Guide
 
 
EXPANDED ONLINE SEARCH INCLUDED WITH PURCHASE
 
ORDER NOW »
 
LEARN MORE »
 
 
Wines & Vines Magazine
 
 
LEARN MORE »
 
SUBSCRIBE »
 
Digital Edition Now Available!
Wines & Vines Digital Edition Now Available
 
LEARN MORE »
 
ORDER NOW »
 
 
The Wines & Vines Online Marketing System
 
The Industry Standard winery marketing application
 
FREE LIVE DEMO »
 
VIEW VIDEO »
 
 
 
 
Latest Job Listings
 Production Enologist
 Santa Rosa, CA
Winemaking and Production
 Tasting Room Associate
 Angwin, CA
DTC, Tasting Room and Retai
 Viticulturist 1 (Grape...
 Modesto, CA
Winemaking and Production
 Assistant Winemaker
 Healdsburg, CA
Winemaking and Production
 Cellar Worker 3
 Napa, CA
Winemaking and Production
 Market Sales Manager
 San Diego, CA
Sales and Marketing
 Pernod Ricard Retail A...
 Cheyenne, WY
Sales and Marketing
 Sales Consultants
 Fairfield & New Haven Counties, CT
Sales and Marketing
 Territory Sales Repres...
 Monterey, CA
Sales and Marketing
 Fine Wine And Spirits ...
 New York, NY
Sales and Marketing
 
More Job Listings >>
Follow Us On:
 
 





Home  |  About Us  |  Editors  |  Subscribe  |  Print Edition  |  Digital Edition

Advertise  |  Site Map  |  Contact Us  |  Privacy Policy
 
 
Copyright © 2001-2014 by Wine Communications Group, Inc. All Rights Reserved.
No material may be reproduced without written permission of the Publisher.
Wines&Vines does not assume any responsibility for any unsolicited manuscripts or materials.