Transforming Wine 2019
Over 60 wine industry leaders joined us for our 2nd annual Transforming Wine. We had so much fun connecting and discussing the data and technologies that can transform wine. Inspired speakers shared the innovative ways they applied data and technology. We’ve compiled a summary of highlights that resonated with us and if you’re looking for more, Cyril Penn from WineBusiness.com published a terriffic summary, “Six Takeaways from Emetry’s Data Summit”.
Paul Mabray, CEO of Emetry
- Measuring the connective tissue between products within a brand and if products catalyze or cannibalize sales within a portfolio. This includes cross-brand behavior in a portfolio, tiered brands, and most importantly DTC products.
- On top of wine club predictive analytics, Emetry can now predict sales for both DTC AND three-tier broadmarket.
- We introduced our new interactive, actionable mapping tools for both DTC and 3-Tier enabling better sales and marketing targeting.
Kara Goldin, Founder & CEO of Hint Inc.
- If you are a brand that wants to understand and connect with your customers, DTC is the way to do it.
- Cut through the crowded marketing landscape to target the right consumers of today, by identifying the right multi-channel approach to drive brand awareness, capture customer interest, and provide seamless availability of products. Two tactics that worked for DrinkHint.com: (1) remarketing to prospects who have visited the website on Facebook and search (2) providing a subscription model for seamless delivery.
Michael Rodenburgh, Executive VP, Canada at IPSOS
- There’s little overlap between consumers of cannabis and wine. Looking at the entire universe of alcohol and cannabis – 76% consume alcohol only, 17% consume both alcohol and weed and 6% consume only cannabis.
- The occasions when people choose to enjoy wine and cannabis are very different – When people enjoy wine 83% are enjoying it with others. When they’re consuming cannabis 46% are consuming it alone.
The Power of Why: Using Empathy to Strengthen Analytic Impact
Jennifer Jo “JJ” Wiseman, VP Central Innovation, E. & J. Gallo Winery
- As a brand marketer, how are you intentional about intercepting customers in their journey? Or during their drinking occasion?
- Look for human conditions when asking “why”. 1. Consider the bigger picture. 2. Empathize with the human condition. 3. Link and Learn to fill the gaps.
Wineries are not just competing with other wineries on service, they’re competing with every brand that provides and experience.
Zach Kamphuis, General Manager, Commerce7
- Personalized websites that dynamically change content, products and pricing based on the site visitor and the context of their visit has shown customers are more likely to add products to their cart from a personalized page.
- When given the choice to customize their shipments 66% of customers add products to their cart rather than remove them.
- Allowing Wine Club Members to place holds does not mean they will cancel – 93% of holds result in resumed club shipments.
Christine “Chris” Lehtonen, VP, Business Development at Siegel+Gale
- What’s the value of simplicity? And what are the best practices for elevating your brand through the simplicity premium?
- The simplest brands are ones that put ease, transparency, clarity, innovation & utility at the hearts of the customer experience. The customer base for simple brands pay 55% more and are more likely to recommend the brand.
Big Data & Wine: Lessons Learned and Wine Industry Challenges
Jeff Seibert, Entrepreneur and Founder of OneHope
- Why is it challenging to innovate within the wine industry? What is stifling tech growth?
- According to Jeff, without a centralized industry database of wine “SKUs”, it is challenging to accurately identify a product, particularly due to variations in labeling and nomenclature. However, with the recent Apple iOS 13.1 software release iPhones can read special stickers that record accurate product specifications, provide brand protection, and track other product attributes such as temperature and location.