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Wine Internet Marketing

This category covers some social media related posts as well as diverse topics from your customers browsing online and buying in-store.

Wine Internet Marketing: “every dollar spent online influences $5.70 spent in the store”

2 December 2009

Wine Internet Marketing – Cannibalization of instore sales? I think the evidence is that once you start doing it yourself, selling wine online is about augmenting your bricks and mortar sales rather than cannibalizing them. “Every dollar a consumer spends online with Macy’s leads to $5.70 in spending at a Macy’s store within ten days.” Does Wine Internet Marketing make you a Multi-Millionaire who only works 4 hours per week? Indeed the internet is full of such incredible stories! The Truth is in the Middle

Wine Internet Marketing: Why Web Design Must Die

23 December 2009

Just as I had completed the first draft of an earlier blog ‘Wed Design: the Traditional Model’ I saw him commit designer heresy in his blog post, ‘Why Web Design Must Die’. In short he says no one really knows what design will work well. Good designers and clients can take the best guess and hope that it’s the right one. But the better way is to constantly test different components of design, copy and headlines to see which combination best leads to conversion.

Wine Internet Marketing: WSJ.com on Great Wine Stores

27 December 2009

A few weeks back I wrote posts on possible points of difference and potential opportunities for a local wine retailer. The WSJ wine writers* also have an interesting view on this and have written a Wall Street Journal review of ‘wine stores with shtick’.

Wine Internet Marketing: How to Use Twitter

29 December 2009

Ken McCarthy is one of the few people I seriously follow. He seems to be able to absorb all that’s going on in the internet world, sift through it and find the actionable ways to improve your business vs artificial hype. And he’s just done this with how to use Twitter, here’s an except from his blog. “Finding a straight, concise answer about anything in Internet marketing is ridiculously hard whether you’ve been at it for 16 years or 16 minutes. Twitter is a perfect example of this.”

The Wine Retailer’s Internet Dream

31 December 2009

“So I’m going to be a multi-millionaire – with my own gleaming white super yacht – surrounded by gorgeous bikini clad women – right!?” Well, you might… But probably not due to a wine internet site. True, Gary Vaynerchuk (winelibrary.tv) seems to have been able to build a business (for himself and his father) that’s now worth millions. And perhaps that points towards a way where you could become internationally successful but more of that in a future post (or series of posts) about social media. More reasonable aims are…

The next Sideway’s wine film?

10 January 2010

Maynard Keenan of Tool will release his new film about making wine in Arizona, Blood into Wine next month, which means two things for the wine industry.

Wine Internet Marketing: Five Wine Store Sub Markets

11 January 2010

There are a number of submarkets within wine online stores: 1. Wine Gifts, 2. Wine Clubs, 3. Single Wine purchase by individuals, 4. Corporate beverage purchases including wine 5. Special events such as weddings that include wine purchases.

A wine retail eCommerce store in 2019, end of an industry?

17 January 2010

I’m reading lot’s of predictions about the end 2010 so I thought I’d make some predictions for the end of this decade.
Google will: ask how much you want to spend – and provide the impressions, clicks or conversions or actions of some type to that budget; will suggest wine bottle prices (see below); then it will route them to the Google best practice eCommerce store – branded as your own; take payment – using its own bank and payment service; and provide shipping services – this time with third parties such as Fedex

Wine Internet Marketing: Why use social media, it’s not that obvious

26 January 2010

I’m a keen supporter of social media because it gives you ‘reach’. I’m yet to be convinced that social media will give you sales. Which for a direct response marketer this is a quandary. Here’s the argument for social media from Socialcreeper.com and why I support social media.

“The Big Five Fundamentals of Ecommerce Strategy”

14 February 2010

Mathew at FastPivot wrote a post similar to what I have been saying in my posts on the process of selling win online: Traffic – Conversion – Administration – Repeat Business. Which is not surprising as it’s a well known process amongst internet marketing and ecommerce professionals. However his spin is worth repeating below, “There are areas of consistent focus where we have spent the last decade helping to grow businesses online. Ultimately every tactic should fall under the what I call the “Big Five Fundamentals of E-commerce.”…

A Selling Wine Online Financial Model

17 February 2010

I’ve done a number of financial models looking at the ROI of a online wine store. Here’s my top level calculations for you to put in your own spreadsheet. Wine Revenue = Traffic Volume * Conversion% * Order Value. So the amount of revenue you get depends on the volume times the % who buy times the dollar value. Wine Online Cash flow = Net Revenue less Variable and Fixed Costs…

Robert Parker and his wine retailer page

27 June 2010

eRobertParker.com has the superb creditability of a brand name critic with a searchable database. Importantly this is matched with the 150,000 actual Wine Advocate reviews in the eRobertParker.com database.