Segmenting Customers by Geographic Location

As a company, we imagine and develop software to perform critical functions to help our customers succeed. However, who could have possibly imagined a global pandemic on the bingo card? But pressure creates diamonds. Wine brands have been forced to adapt and find new ways to reach their customers. 

Before COVID-19, more and more wineries were traveling into markets to host events and more. Understanding customer location is critical: for example, hosting an experience that is an hour’s drive from the majority of customers is likely going to be unsuccessful. In the current climate, using location-based planning and segmentation is still vitally important.

Lift Sales with a Local Delivery Route

With tasting rooms closed, brands have adopted curbside pickup, embraced virtual tastings, and adjusted the responsibilities of tasting rooms staff to make the most of this unprecedented time. Most recently, we’ve seen wineries flexing their creativity muscle and unlocking their location data to solicit local orders and plan delivery routes to the customer’s door. 

Wine delivery is a simple but effective use case for your customer location data and efficiently deploying tasting room staff. Hat tip to Jeff Stai from Twisted Oak and three others for leading the way with this use case. 

Mining Location Data from your Winery System

As long as you have accurately collected state or zip code data, there are ways to mine customer location manually. However, the challenge is that all of your work results in a static list. Did you know there are roughly 41,000 zip codes across the US? Determining which zip codes your customers reside in can be like finding a needle in a haystack. If this fits your time and resource bandwidth, that’s awesome, if not, it may be worth investing in a tool to help you leverage your customer location data. 

Location Data Visualization Makes Customer Segmentation Easy

Being able to continually visualize your customer data through a geographic lens enables you to quickly and easily see the density of consumers or revenue. Filtering to view customers by order recency, value segment (Top Performer, Consistent Buyer, etc), club level, and more enables location-based marketing strategies and a deeper understanding of your consumers. Today,  connecting with your customers in new ways is more critical than ever. 

Evolving the relationship between DTC and Wholesale

We also believe there is a critical interdependence and synergy between DTC and wholesale sales. As tools evolve and location data is mapped across DTC and wholesale exciting new uses and insights will be uncovered that will forever change the way wine brands can leverage their data.