| HOW TO SELL WINE ONLINE: How a Small Wine Retailer Can Turn a Main Street Wine Store into a Flourishing ‘Clicks & Mortar’ SuccessIn this book you’ll find out how to get more customers, share your enthusiasm for wine, and make better profits by also selling wine online.I’ll show you all about selling wine online by:
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Is ‘Big Retail’ slowly Eroding your Wine sales?
You’ll learn that your passion for wine can give you an edge in the social media world that the big guys will struggle to match.
Are Savvy Internet Wine Retailers Targeting your Customers?
You’ll find that your location will provide you with some key advantages with search engines, advertising and the new mobile location based services.
Do Your Local Competitors get cagey when you ask them about Selling Wine Online?
Funny that…
Bruce McGechanAuthor | Internet Marketing Consultant & Managing DirectorBruce McGechan is globally recognized as one of most prominent thought leaders and published authors in wine internet marketing. A professional marketer who has worked for corporates, consulted to wine retail stores, and owned his own niche online wine store. He is at the bleeding edge of how the new internet world is affecting small US wine stores.Bruce McGechan is an expert on selling wine on the internet. He is a wine internet marketing consultant, company director and founder of MyLocalWineStore.com - a website which helps wine retailers sell wine online.
This is not an “e-book”, not an expensive course, not an academic treatise but a real book with practical ways to increase profits now.
Let’s go into more detail. Here’s the biggest mistake web developers unwittingly inflict on wine retailers…
“Build it and they will come”
Going online whilst blindly trusting this common myth is equivalent to pushing your new website into a deep, unforgiving canyon and hoping it will fly.
Or put another way would you build, the best wine shop, with the best fit out, at the end of a dark alley, that is at the end of a side road, that is off the industrial park, on the outskirts of town? Of course not.
But that is what so many wine retailers do this when they expand into the www-city of the internet. They spend all of their money on a great looking website without also generating internet foot traffic.
But heck, how are you supposed to know this?! You’re not an internet expert. But you could be internet savvy…
This book will not only shine the light onto unknown misconceptions and dangers you need to know about, but also illuminate business revenue possibilities that currently lie at arms reach of you… you just don’t know about them, yet.
It is 362 pages long and was officially released on 3 November 2011. It can be purchased directly (link above, ships from the South Carolina), Amazon from sometime between 5 November and 15 November 2011, and other book stores in January 2012. A kindle version is likely to be published in the next two months.
Book Overview
This book is split into six parts that follow the process of increasing website traffic, turning them into customers, and creating loyal advocates. These parts could be generally considered the strategies in selling wine online with each chapter how a particular tactic achieves that strategy:
- Part 1 Overview. A 60,000 foot overview of selling wine online
- Part 2 The 3 Cs: the Customer, the Competitors and your Company
- Part 3 Traffic. How to increase traffic to your online (and offline) shop. A traditional brand marketer would say this is about building “awareness”.
- Part 4 Engagement. How to engage with these wine drinkers in order to build trust and reputation, or “consideration”
- Part 5 Conversion. How to convert this traffic into sales.
- Part 6 Repeat Business. How to build a loyal customer base and advocates, or “preference”.
Who is this book for?
Small US wine stores. Those owned by passionate wine enthusiasts who are being tossed around in the turbulent wine and retail industries by chain liquor retailers, supermarkets, liquor distributors, specialist online retailers, and the internet-savvy small wine store competitor just down the road. It show you how to fight back and once again be the natural choice for wine drinkers in your suburb, city or region. The aim is to increase your sales by 15% as measured by online sales and much more in-store depending on how well you implement the various internet strategies in this book and how strong the internet competition is in your region.
It will also be helpful to wineries, wine internet sites, wine bloggers and small wine distributor / importers as the purpose of all these marketing strategies is to boost sales from the common end customer – the wine drinker.
