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Vin65 Blog

Welcome to the Vin65 blog.  We are using this space to try and convey our little piece of insight into winery websites, POS systems, and best practices to sell more wine.

Corinna Johnson
 
April 8, 2014 | Corinna Johnson

3 Ways To Get Quality Customer Data

Nurturing relationships with your customers is critical for growing a successful business. Problem is, not everyone wants personal relationships with businesses. Develop trust with your customer in order to open up the information-sharing floodgates.

What can you do to connect with your customer on a personal level? Have you trained your staff to ask the right questions? Do you make notes in your CRM each time you interact with a customer? Are you collecting good data, but using it ineffectively?

Here are 3 ways to get quality data and use it effectively:

1. Ask Only What You Need

People get annoyed when they’re asked for irrelevant information; so less is definitely more. What will you do with the data you’re collecting? All of the data in the world is useless if you aren’t applying it in a way that personally impacts your customers.

Start with the basics: name, email and mailing address. You can market directly to them, add a bit of customization and contact them should there be a problem with their order.

2. Show How It Benefits The Customer

Up to 60% of consumers will pay more for a better customer experience. (Source: desk.com).

Are you collecting data to reward loyal customers? People are more willing to give up information if it means a promo code or loyalty reward will be in their inbox. Be transparent and let them know what the information is for.

Source: http://blog.kissmetrics.com/wp-content/uploads/2013/03/transparency.jpg

3. Share The Data Back

Everyone knows they are being tracked online. People trust private companies more because they think they’re monitoring the data for a purpose. For example, Amazon makes recommendations for products you may like based on recent purchase history or product searches. It helps you find the products you’re interested in, so it’s a win-win.

Conclusion

Use data to help your customers buy more wine from your site. Develop metrics to improve customized marketing and impress visitors, build their trust, and move them up the permission ladder. Work on curating quality data and then find strategies to market effectively to your clients. They’ll appreciate the extra effort!

 

Corinna Johnson
 
March 11, 2014 | Corinna Johnson

4 Reasons To Develop Your Wine Ratings

Product reviews are good for business. Reviews give your product a human level of interaction and are a powerful convincer for the savvy consumer. When’s the last time you bought something from Amazon and didn’t read at least the first couple of reviews?

By developing reviews for your wine, you’re attracting new customers, because reviews increase conversions. Here’s why:

1. 92% Of Consumers Trust Peer Reviews

It’s no secret that the success of many websites is attributed to peer reviews. Consumers have had to block out marketing noise for years now. Sites like Airbnb have exploded on the scene as people have made an untrustworthy concept (staying at a stranger’s house) into a brilliant travel alternative (non-hotel pricing with an authentic, local experience). Peer reviews that are honest and compelling builds trust in your brand. Over half of Millennials (consumers aged 18 to 34) trust the opinions of strangers online over those of friends and family. (Social Trends Report 2012).

2. They Make Your Products Credible

You think your wine is great. We bet your winemaker does, too. What makes your product credible is that other people like it enough to actually take the time to review it. It’s honest and posting reviews on your site show that you are confident in your wine.  84% of millennials say user-generated content has at least some influence on what they buy (compared to 70% of Boomers). (Bazaarvoice 2012).

3. Makes You Pay Attention To Your Biggest Fans

This is the classic example of give and take. People take the time to review your wine, so you should reward them with something. Thank them, give them a shout-out on social media, or email them a promo code. After all, 4.7% of your customers generate 100% of your social referrals. (Engage Sciences 2013).

4. Allows You To Handle Negative Reviews Like A Champ

Scared of getting negative reviews? Don’t be! Negative reviews actually make your wine reviews more credible. Consumers will take the bad with the good (as long as there’s more good than bad). Reevoo research has found that  68% of consumers trust reviews more when they see both good and bad scores, and shoppers who go out of their way to read bad reviews convert 67% more than the average consumer.

Be responsive to dissatisfied customers because 95% of dissatisfied customers will do business with a company again if their complaint is resolved quickly, according to TARP Worldwide. Think of a time when you’ve been unhappy with a product or service. Doesn’t great customer service usually leave you feeling better about the brand than you did originally? Responding to negative reviews can make dissatisfied customers connect with you and your winery on a whole new level.

Tips On Getting Product Reviews:

1. Offer Incentives

2. Send follow-up emails after purchases

3. Just ask!


Now, go get some reviews!

Time Posted: Mar 11, 2014 at 8:00 AM
Courtney Holmes
 
February 4, 2014 | Courtney Holmes

Copywriting for Your Winery Website: Do's & Don'ts

Copywriting is one of the few tasks most wineries try to do in-house when redesigning their winery's ecommerce website. And it is often the easiest task to procrastinate on. I know what it's like, that term paper that you put off writing until the last day before it's due. With that comes the added frustration of revisions and edits that need to be approved and proofed by your marketing team.

I always find that if you know where you're going, the tasks are much easier and less likely to be postponed. Use these guidelines to make a plan and put a system in place that will make everyone's life a little easier.

Winery Website Content: Writing for the Web 

People consume information very differently depending on the medium. If you are reading on your Kindle or paperback, you can read more in-depth and for longer periods of time. Mainly because there is a lack of competing information, such as other website pages, to bounce to the minute you get bored. 

Television and radio are consumed very differently as well. With radio, the audience can multi-task. Television, on the other hand, is often the sole focus. Web content is a whole different animal as well. Users tend to scan information on the web and look for specific information. So, as good marketers know, you adjust communications based on the audience's behavior. 

Headlines (This is a Headline)

Use lots of headlines in your copy. Even if the headline just identifies a paragraph or two, headlines in your web copy tell readers what information they should expect to find in the following  paragraphs. Web copywriters do this because they understand the user is looking for specific information and may not need to read the whole page. 

Bullet Points or Numbered Lists

Anytime I am writing a sentence that includes a "series," I quickly edit my text and replace the series with lists. Again, it comes back to writing for the medium's audience behavior. Writing well for the web makes it easier for the reader to scan the information. 

Not sure what I mean by the grammatical term "series" ? Don't worry you are not alone. A series is a list of nouns, phrases, verbs, participles, infinitives and more. Or . . . 

A "series" is:

  • Nouns
  • Phrases
  • Verbs
  • Participles
  • Infinitives
  • and more

Emphasis 

When you want to give emphasis to a word or phrase, DO NOT WRITE IN ALL CAPS. It sounds like you are yelling! Also, don't you dare change your text to red, this looks like a warning! Dang, I just want a great glass of wine, not a panic attack. Or the worst: BOLD RED ALL CAPS TEXT. That doesn't mean that sentence is super important, it means your don't respect your website visitor. Instead, use headlines, italics or boldface text.

Search Engine Optimization

There are no "tricks" to search engine optimization (SEO). It is really best to think long term strategy, which means writing for your audience, not Google. If you can make your website users happy, you will make Google happy. Google is getting more and more sophisticated at gauging the quality of content on websites. If you have great content you will rank higher.

Sure, there is a lot more to it and many more variables that effect your website's ranking in Google. For the sake of the scope of this article we are going to discuss the checklist for a fully optimized single webpage. But factors off that page also figure into your ranking. 

Key Subject 

It is not so much about keywords anymore, it is about "key subject". In the "old days" (pre-2008) we had to use the same keyword over and over again for search engines to recognize the context of the article. Now we can write like real humans and use synonyms! 

Stay on the same subject. If you are blogging about the topic "noble rot," stay focused on that topic and use that term throughout the article. Also, make sure you use "Noble Rot" in the webpage's:

  • Title
  • First paragraph
  • A headline
  • At least once or twice throughout the web page's paragraph text

Images

Make sure to include one or two images in your webpage and provide the "alt" text that explains to Google what that image is. Google can only read words, not images.  

Word Count

My general rule is 600 words or more per webpage - and Google prefers that too! Research shows that it is okay to have less than 600 words here and there, but don't make it a habit. Try to reserve your >600 word webpages to your "Contact Us" page and product pages. If you don't have enough content for a "Vineyards" webpage than try combining your "Winery" and "Vineyards" pages together so that you do have 600 words or more. 

Meta Description

Make sure you have a meta description, that body of text that shows up in your search result listings and Facebook "shares" of that web page. Meta Descriptions do not effect where you rank in Google but they do effect how many people click on your links in Google or Bing. Think of your meta description as your ad copy. It tells them why they should click on your link. Character count should be between 150 - 160 characters.

About The Author:

Courtney Holmes is the Creative Director at Talk is Sheep Marketing, a winery website design and brand identity agency that specializes in the wine industry.

Brent Johnson
 
January 6, 2014 | Brent Johnson

4 Ways Your Buttons Can Increase Conversion

The ‘Add-To-Cart’ or ‘Buy’ button is essential if you want to sell wine on your website. Things like the colours, size, font, and location of these buttons play a very large factor subconsciously for a website visitor and will dictate whether or not they buy from you. Below are four factors that will change your conversion rates.

Colour

The aesthetics of a button, specifically the colour, can change the conversion rate. It’s a very simple change to sell more online and we often see designers talk wineries into making the wrong choice simply because a certain button colour fits the design style guide. Don’t be fooled, the colour of buttons matters; you should look for designers that get that.

Red will raise the heart rate, yellow draws the eye quickly (which is why Amazon.com uses it) but orange is ‘said’ to be one of the most successful add to cart button colours. Research shows that an orange button increases engagement by 5%. On most sites it's enough to stand out without looking out of place. It is also the closest you can get to red without the colour subconsciously screaming warning.

Look at your site’s call to action button colours and ask yourself, why am I using this colour? Is it White, Black or Gray because the designer thought it would match the website even though those colour make it the hardest for the customer to find the buttons (yes, black isn’t a colour, it’s a shade - but it depends if you define colour from light or from pigment).

After you’ve looked at your website, take a look at KISSmetrics’s psychology of button colour infograph (the graphic above is from their post).

Placement

Where the button shows on a page is even more important than the colour. The button needs to be some place visible and in a predominate place on the page. It should always be above the fold (note that the fold is no longer just for desktop computers, but for mobile devices and tablets). You won’t see an ecommerce site put a button above the product, but you’ll see them put it on the right or left hand side of products.

Below are two examples, one of Zappos and Poplar Grove with the buttons on the right; both are well designed sites selling a lot online and both have the button in a location that is easy for the consumer to find.

Text

Be mindful of the buttons text. If the placement and colour are right, but the wording is bad all the other work is for nothing. Make your button stand out on your page. You want your font to be legible, clearly standing out from the button colour and using title case, not ALL CAPS (it’s much easier and faster to read). As far as what text you use, ‘Add to Cart’ has had a better track record for conversions than ‘Buy Now’ and you’ll see that most internet retailers use 'Add-To-Cart' text within their purchase buttons.

Here are some stats on the text used within the call to action/purchase buttons on over 100 top ecommerce sites (thanks to GetElastic):

58% - Add to Cart
9.8% - Add to Bag
9.8% - Add to Shopping Bag
6.3% - Add to Basket
4.5% - Add to Shopping Cart
2.7% - Buy
1.8% - Buy Now
1.8% - Add Item(s) to Cart
0.9% - Add Item(s) to Bag
0.9% - Add to My Bag
0.9% - Add to My Brown Bag
0.9% - Add to My Shopping Cart
0.9% - Order Now

Size

Size matters.

Too big and it could become counterproductive, looking out of place, or causing people to have ‘banner blindness’ which leades consumers to glaze over the call to action. Too small and it will make it hard for consumers to buy that wine.

The dimensions of the button and how it compares to the other elements on the page is key. Below are examples of a good 'dimensional relationship' between buttons and the product page.

Conclusion

Your button design influences your conversion rate whether you like it or not and it’s easy to make changes. Try out a change for 3 months and see if your conversions increase. If your colour, text, placement and size are right you’ll notice the difference.

Time Posted: Jan 6, 2014 at 6:30 AM
Brent Johnson
 
September 19, 2013 | Brent Johnson

5 Holiday Preparation Tips For Your Website

Whether you’re ready for it or not, October, November and December (OND) is rapidly approaching. It’s a good time for wineries to start planning and executing marketing campaigns on their websites.

Both Black Friday and Cyber Monday mark the start of the holiday shopping season for millions of shoppers online. Here are 5 great ways to get your website ready for the holidays:
 

1) Create A Shipping Calendar

Statistically, I’m not the only consumer out there that puts off Christmas shopping until the last minute and with online purchases consumers need to be reminded of shipping times so the present makes it under the tree by Christmas morning.

If I buy wine from you will it make it to my house for Christmas, New Years, or later?

Offer a clear/simple shipping calendar throughout your website to make it easy for consumers (like me) to know if we’re going to make the deadline. There are some key areas on your site to place the calendar such as the header in the product list page and detail pages, as well as the cart and the checkout screens.

The example above from American Eagle quickly shows key dates to order before to get that gift under the tree by the 24th.

I’ve been both the giver and recipient of gifts that have arrived late and neither are fun. Work with your shipper to make a calendar that's simple so your consumers know the cut off dates.
 

2) Curate & Make a Gift Guide

It’s all about giving gifts during the holiday season and you want to make it as easy as possible for consumers to pick out something from your store. Your purchasers might be buying for their parents, a co-worker, or a friend, and might not know their taste in wine, so it’s your job to make it easy for them.

Use tools like product badges/callouts (like the one below), highlighting consumer ratings and reviews, or create pre-made packages to remove the guessing from the purchase.

 

Amazon does this really well, shown in the image below, by suggesting different categories or gift ideas for each type of person you’ll be buying for.


 

3) Black Friday / Cyber Monday Promotions

During the holidays consumers expect to see some type of sale and this is especially true on Black Friday and Cyber Monday. If you don’t offer a sale it is like telling your customers to go buy somewhere else.

Some examples of successful promotions are shipping discounts, or volume incentives. At this point, consumers expect free shipping for orders over $100 (technically ‘shipping included’ in the wine industry).

Start emailing your consumers early to let them know when the promotions will be running and give them something to anticipate on your site. We see some bigger ecommerce sites sending holiday emails for promotions but not letting the consumer know that the actual promo will not be in effect until a specific day. This gives them something to look forward to and a reason to visit the website rather than reading and discarding the email.
 

4) Plan Ahead - Schedule Your Emails

Create your emails and offers ahead of time and schedule to send them at specific times. Think about the key days your winery should be ready for (don’t leave it to the day before Black Friday). Below is a breakdown of the months leading up to the holidays with key dates and great ideas for email blasts:

October

  • Key Dates:
    • 14th - Plan your Halloween marketing.
    • 31st - Halloween. Start to ramp up holiday messaging.
  • Common Email Themes:
    • Shop pre-holiday items
    • Pre-order holiday’s hottest items
    • Preview the holiday collections
    • Sign up for holiday savings

November

  • Key Dates:
    • 1st - Plan your Thanksgiving/Black Friday deals and marketing.
    • 29th - Black Friday
  • Common Email Themes:
    • Pre-Black Friday deals
    • Specialized gift guides
    • Free/Included shipping
    • Holiday gift tips

December

  • Key Dates:
    • 2nd - Cyber Monday
    • 6th - Start a ‘12 Days of Christmas’ campaign
    • 23rd - eGift cards only
    • 26th - After Christmas sale
  • Common Email Themes:
    • Last minute gifts
    • Order-by deadlines
    • Season’s greetings
    • After Christmas promotions

January

  • Key Dates:
    • 1st - Happy New Year messaging.
    • 6th - Take down any holiday images
  • Common Email Themes:
    • Redeem your gift cards
    • Self gifts (get what you really wanted)
       

5) Have Some Fun!

Don’t take yourself, or your website, so seriously. Have fun with the holiday on your website and emails. Throw in a Santa hat, elf, reindeer, etc. somewhere on your site or add in a snowflake or two. This shows that your company has personality and that your website actually gets updated (so it’s not the same website all year round).

Both Target and Amazon add holiday imagery to their sites and logos every year. Below is an example of Bath & Body Works' website during the Christmas season which shows holiday imagery throughout the site.

If you've tried any other holiday tricks or campaigns, or if you've seen a great example let us know how they've worked.

Time Posted: Sep 19, 2013 at 6:30 AM
Karson Enns
 
July 23, 2013 | Karson Enns

Breaking the Barrier with the iPhone POS

A few months ago Andrew, Brent, and I went up to Tinhorn Creek Vineyards to test our POS system first hand, with real customers. This was an awesome learning experience, we loved what we built, but knew we could go further. We needed to continue breaking the barrier between you and the customer, getting you out from behind the counter.

The traditional POS is restrictive and bulky, comparable to the gym strip you wore in high school. The iPad POS or iPhone POS we like to think is more like yoga pants, they adapt, are flexible, they’re sexy.

Sell Wine Anywhere

Continue to make your customers experiences memorable, adapt to what other companies are gravitating towards, companies like Apple, Disney, Guess, and Target are all using mobile POS systems.

A smart phone POS system is the perfect device for a winery’s tasting room setup. It doesn't depend on wifi and can be used either behind the tasting bar, or anywhere you interact with your customers. The wine industry is especially perfect for a mobile POS as wineries often have off site tastings, outdoor concerts, and events.

Get out from behind the counter, break the barrier, our iPad and iPhone POS help you achieve that.

Empower Your Staff

Help your staff develop relationships between them and the customers, let the technology be secondary to the transaction. Going mobile enables them to interact, and use something they are already familiar with. This allows them to be more productive throughout their day and in turn sell more wine.

Empower your staff with a fresh and exciting technology, let them enjoy the devices they are using. Push aside the High school gym strip and give them some fresh new Yoga pants.

Get Up and Ready in No Time

Adding a new iPhone POS device to your roster is about as easy as getting Angry Birds, just download it from the app store, and log in.

If you don’t own an iPhone the great thing is, iPods are inexpensive, portable, and lightweight.
The iPods run any application that your iPhone runs, they work perfectly on wi-fi networks.

Having a few of these around your tasting room takes up little to no space and more importantly allows your employees to walk around with them, liberating your staff from fixed stops so they can meet customers anywhere.

~~

Break the barrier between you and your customer, focus on what your customer wants, and free up time for that interaction not the transaction.

Are you interested in adding the Vin65 iPhone POS into your tool-kit? Get more information here.

Andrew Kamphuis
 
July 11, 2013 | Andrew Kamphuis

Connecting Social and Commerce

At Vin65 we see a lot of data from transactions, we’ve done a lot of experiments and we’ve seen some interesting results. For example:

  • Targeted email works better than mass email,
  • Discounted shipping works better than discounted price,
  • Add-To-Cart buttons on the wine list page converts more than the Add-To-Cart button on the wine drilldown page.

We’ve focused on analytics, A/B tests, and we look at BI tools to track data and improve tools and while this data is good, we don’t believe this it is good enough.

Social Meets Commerce

Today we are starting a whole new class of experiments are excited about learning a lot in completely different ways. Rather than looking at just the data, we’re going to start experiments with conversations consumers with each other and wineries.

I wish I could say linking a consumer’s social and ecommerce profiles together results in ‘X’ – but we are just in the beginning phase.  Let me tell you what I believe and what we experimenting with.

Know More Sell More

Knowing and understanding your consumers and acting on that data is what creates exceptional companies and I believe that the best way to know your customer is to have conversations with them. Knowing the POS and ecommerce data is not enough.  Just like peanut butter and jelly, I believe that ecommerce data combined with social data is a perfect match.

Imagine knowing that club members that are Facebook fan last 5 months longer than those who are not fans. Would that change the way you promote you Facebook page and how you use Facebook’s tools? What if you were instantly notified if your that a few people Tweeting you were your top consumers were reaching out on Tweeter. Would you engage them in a conversation?

At Vin65 the primary goal of this blog is education (how to sell the most wine online) for our customers and the wine industry as a whole.  We also don’t like to talk about tools we are building.  I realize I hijacked it – but I did want to lay out a vision of a few things we see in the future.

One Step Forward

At Vin65 we've partner with VinTank (the leading wine social media management company) and we’ve created a bi-direction integration linking social customers in VinTank with ecommerce customers in Vin65.

Inside VinTank - The next time someone is talking about you, the next time your looking at social conversations, you can see that persons lifetime value, club memberships, Vin65 contact type, etc.

Inside Vin65 - Your can use the list builder to segment on customers social, look at individual customers and see their social profile.

This is going to allow for a lot of great data meshing. I’m sure you, our customer, will drive a lot of what is to come.   

I would invite you to watch a video and learn more about our bi-direction integration with Vintank or request a demo.

I’d also love to hear what you would like to see with the meshing of social and ecommerce data.  What would help you sell more wine?

Time Posted: Jul 11, 2013 at 6:00 AM
Scott McCormick
 
June 25, 2013 | Scott McCormick

Social Media's Effect on Ecommerce

Good Things Come to Those Who Wait

Or in this case, believed.  For years, CEOs and CFOs have been asking "what is the value of Social Media?"  And those of us who believed in it, argued the necessity of "connecting" with our customers.  But, July marks the seventh birthday of the launch of Twitter (and, Facebook is now 9), so we really can't call this a "new" channel.  Let's refer to some real-world metrics, shall we?

The Q1 2013 research from Monetate provides some interesting facts to share with the C-levels looking for real numbers.

1. What Social Media Platforms Drive Traffic?

 

The chart above shows the share of social media referrals for eCommerce sites in the study.*  Facebook is still the king when it comes to driving traffic to websites for sales, but Twitter is the new Queen and making some impressive gains.  This is likely to Twitter growing up as a medium and less of a novelty.  As companies see the importance, there is demand for more sophisticated tracking and qualified conversations are the result.

2. What Social Media Channels Drive Sales?

So, traffic is nice, to be sure, but what you want are sales.  The chart above shows that we all shouldn't abandon SEO or SEM for sure, but Social channels are creeping up.  And, again, if you want to sell wine, use Facebook.  Eventually Pinterest could potentially be a real player, too.

3. How Does This Compare to "Traditional" eCommerce Marketing?

Don't throw away those email addresses yet - email is still the best referrer to add-to-cart actions.  And, depending on the research you read, consumers report a 60-74% preference toward emails as the channel for marketing.  So, having smart email segmentation, landing pages and integrated programs still apply.

Why Do I Care?

You care about this because you can use this data to benchmark your own site and see where to focus your marketing efforts.

  1. Use Google Analytics to evaluate the social traffic sources driving visitors to your site and understand how the social media channels and activity impact your business.
  2. Also, plan a "1-2 punch". Improve engagement off-site with tailored offers, promotions and content, and then optimize for on-site engagement and continually improve the user experience.
  3. And, finally, don't let them forget you.  Think about encouraging your visitors to share information across your site.

 

*The data is based 500 million visits amongst their clients who include Ecommerce brands such as Best Buy, Frontier Airlines, Aeropostale, The Sports Authority, and PETCO.

 

Andrew Kamphuis
 
June 5, 2013 | Andrew Kamphuis

How to Sell More Wine Direct to Consumer

The Vin65 Direct-to-Consumer Roadshow has kicked off with the first event launching in Paso Robles today. Future events to be held in Mendocino and Calaveras County (and if you want us to come to your area please email sandra@vin65.com).

Here is the content delivered today:

How to Sell More Wine Online - Andrew Kamphuis

 

Excellence Through Fulfillment - Jim Agger

 

DTC Analytics - Ahin Thomas

 

Wine Telesales 101 - Mark Parton

 

Tapping into Social Media - Paul Mabray 

Time Posted: Jun 5, 2013 at 6:31 PM
Brent Johnson
 
June 4, 2013 | Brent Johnson

Does Mobile POS Really Work?

We aren't really retail guys, we are software guys and truthfully you know a lot more about retail than we do, but here is what we did.

On May 25th, the Vin65 team set out to eating our own dog food (aka Dogfooding) and drove four hours to the heart of wine country in Canada to see the iPad POS in action, learn from our customers/end consumer, and drink some wine.

The Back Story

The iPad POS was built to give wineries the ability to take payments anywhere. It was meant to get the staff out from behind the tasting bar and the stationary computer and connecting with the consumer.

Andrew, Karson, and I called Tinhorn Creek and asked if we could simply shadow their staff using the iPad POS to learn from how they used it and see way it could improve. Instead, they wanted us on the front line and put us to work at their event selling shirts, cork screws, bags, and wine tastings armed with the two iPads with swipers and a cash box.

The Event

The event was called the Half Corked Marathon – picture a ½ marathon, drinking wine at over 15 wineries, and ridiculous costumes. Seeing the POS in action (at an outside event on a 3G connection) was perfect. We had lots of feedback from consumers and our client.

The 'Dogfooding' Results

Mobility

A huge part of what the POS was designed for was to be mobile. This means getting out from behind the tasting bar and walking around with customers. At this event the two iPads were on a fairly stable 3G data connection but we also tested it on a personal hotspot from our phones. Testing this was important because wineries should be able to take orders at a farmer’s market, a club party, concerts, etc. which likely don't have wifi.

  • We found the 3G connection quite snappy so anything better, like 4G or LTE, would work well.
  • If you're not able to get a data plan, try a personal wifi hotspot from your smart phone.

Speed

When you’re taking orders with the person standing in front of you, you need the system to be quick. We found that the overall experience was good but saw several key areas to make this even better:

  • Changing how it’s currently load balanced.
  • Number of clicks for certain tasks.

The speed varies depending on your wifi/data connection, so it’s good to test the POS at the location so you have a good connection. We were at a park on 3G with 3 to 4 bars.

Consumer Adoption

We were surprised at the reaction from consumers when (a)we could take credit cards in the middle of a park, and (b)when they we happy to give up email addresses to get a receipt emailed to them.

  • People seem to love iPads and were pretty impressed that a winery was using an iPad POS.
  • People were more than willing to tell us their email address (this is great so you can get more consumer data and market to these contacts later).
  • Keep training your staff on the importance of capturing that email to build your contact database.

Sales

Just imagine Sheldon Cooper from The Big Bang Theory trying to sell shirts – needless to say it was entertaining. It might have been all the wine everyone else was drinking, but after a while we seemed to get the hang of it and upsold a few clients on some cork screws. These are perfect consumers to have in your database. You know they like wine and they went out of their way to run a ½ marathon for it, so:

  • Send a follow up email with suggested wines they might like
  • Increase engagement by emailing them to rate and review the wines they tried at the event.

Time Posted: Jun 4, 2013 at 7:30 AM
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