Increase the online footprint of your winery

Current Australian economic constraints

Global and national circumstances seem to continue to have an impactful effect on local businesses. After the devastation from the Australian bushfires in January thecoronavirus (COVID-19)was declared aninternational health emergency(30 January, World health Organisation, WHO) that continues to play out as we speak. Retail businesses in NSW, Victoria and the ACT were especially affected by the fires due to travel restrictions imposed from fire danger levels and associated smoke haze health effects.Despite this, according to theAustralian bureau of statistics, theAustralian turnover rose 2.3% in January 2020 compared with January 2019. Meanwhile, the Australian governmentcontinues to do what it can to prevent COVID-19 from having a national toll on the health of the Australian population and economy.

eCommerce - a viable option for business

Amidst all of this, the push towards online shopping seems to be inevitable not just with current global circumstances but also as a more accommodating service option.Australian eCommerce continues to have an increasing presence in the business market withonline spending reaching 10% of total retail sales in 2018, taking its share to two percentage points higher than the previous year. Australians spent $27.5 billion buying goods online, an increase of 24.4% year on year (YOY)while wine consumption over the last five years increased by 5% according to theAustralian Bureau of statisticscompared to other alcoholic beverages. Meanwhileinternet accesswithin Australia increased from 46.8% in the year 2000 compared to 85.1% in the year 2016 with the government also investing in the rollout of the NBN. If you’re looking for long term sustainable growth, eCommerce is certainly a noteworthy solution for your business.

Reasons to shop online include:

  • Increased customer choice and convenience of shopping 24/7
  • Increased security ensuring a safe shopping environment
  • Access a wider range of products than are typically available when shopping locally
  • Demand for personalised products, including gifts, delivered to your door
  • Retailers are offering consumers the ability to co-design and add personal touches to their products
  • Reduced geographical boundaries
  • More informed shoppers with increased availability of information, reviews, and comparisons
  • Detailed product descriptions and images
  • Clear returns policies and improved delivery options
  • Convenience and ease of ordering with no worries about traffic, navigation, parking, waiting in line or carrying of purchased items
  • Competitive products and prices
  • A seamless customer experience

How VinCreative can work for you

With the ongoing changes in the market, wineries are faced with an uncertain future especially with regards to wholesale and overseas business. Many wineries have seen reductions of 50% plus overnight in their sales due to the current global pandemic. While this business will return in time it is not known when; in the meantime wineries are left with growing amounts of stock that they need to sell and reduced cash flow. If you have a cellar door then you will be well aware of the drop in visitor numbers exacerbated by international tourism numbers hitting all time lows. These all compound the overall effect on the market but fear not there are solutions…

Diversification is the key to keeping your business sales strong and thinking outside of the box could well be the ‘powerplay’ for your business surviving in the current volatile market conditions. Take advantage of the slowdown in sales in the other areas of your business and strategise now to build new channels to market that will future proof your business. A ‘Direct to Consumer’ strategy leveraging the power of the internet and ever increasing online sales could just create the perfect storm for your business. Just some of the wins include:

  • Increased brand awareness in a densely populated marketplace
  • Keep margins high across your product range, selling directly to consumers allows you to keep pricing at or around retail
  • Incentivise customers to join a wine club by offering discounts and ‘money can’t buy’ add ons such as barrel tastings, meet the winemaker etc
  • Keep your brand value high, don’t sell your products for less as this diminishes your overall brand over time which is hard to build again
  • ‘Stickiness’, your customers become brand ambassadors and return to buy more wine more frequently and may even leverage friends through referrals (yes another marketing opportunity)
  • Recurring income model, let's face it every winery wants a recurring income as it can provide protection in the future for whatever events present themselves and smooths out your cash flow 

Reasons to have an online footprint