If 2020 taught us anything, it was how to stay agile. Basically, every business had to rethink how they did things and wineries were no different.
While the cellar door will always be an important step in acquiring new customers and providing a memorable experience to loyal customers, your digital presence cannot be ignored in this new world of digital eCommerce.
Now that New South Wales is locked down for an extended period, it’s time to think creatively again about how to maintain (or even increase) your wine sales during a lockdown.
Update Your Website & eCommerce
Your online store should be stocked and ready to meet the demands of your customers stuck at home who don’t want to venture out to the bottle shop.
If your website needs a little love, now is the time to consider your technological needs and how best to improve your software. Especially if your foot traffic is halted thanks to the stay at home orders.
If you are directly affected by the lockdown be sure to add a notice to your website’s main page so that your customers know what you are doing and how they can get in touch regarding bookings (and purchasing wine!).
Read more about how 2021 is the time to embrace digital in our blog post here.
Run a Promotional Offer
Your customers can’t come to you, so make it easier for your wine to go to them! With no walk-ins, if it’s possible for you, perhaps consider offering free freight or a discounted sale for a short period of time. Be sure to email your customers with any updates and include that offer in the email.
Get creative with your email marketing and add some more of your own personality to your email sends. Need some ideas about what emails to send? Check out our blog post on the topic here.
Get Social On Social Media
We can’t get social in person, so reach out to customers on social! With most people stuck at home, more and more will be scrolling through their own social media feeds. You can see in the image below from Statista, 79.9% of Australians are active on social media.
Engage with your customers who tag you in photos of your wine and share the moments of you or your team at home with your wine. Add a little human element to your social media feeds.
Consider a Live Online Tasting
Live tastings were all the rage back in the early days of the 2020 lockdown. Many have continued online tastings in 2021 and they can be a good option for many. Tastings with customers are often much better if they have the wine on hand. Perhaps you could do a tasting with some of your most loyal customers, your wine club members, with a wine or two from a recent club run. It will give your wine club members an opportunity to share a bottle with the winemaker and chat with like-minded wine-lovers from the comfort of their homes.
Check out our blog post here on how to include video into your winery’s content marketing strategy.
Create an Awesome Lockdown Gift Pack
Much like having a promotional offer, it’s a great opportunity to create an awesome mixed pack or gift pack. Likely other businesses in your local community are also affected by the lockdowns. Why not reach out to cheesemongers, chocolatiers, and other local producers to see if you can create an awesome gift pack to offer to your customers stuck in lockdown. A taste of the region! If you are unsure how to add new products to a pack on your site, check out the video below where Camille explains how:
Find out more about how WithWine can help you reach your direct-to-consumer goals.
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