You’ve probably heard the old adage… “You can’t manage what you don’t measure” and measuring is even more important if you want to grow your direct to consumer (DTC) sales.
We all know how important it is to measure your DTC results, but if you are a family winery you may be short on time and DTC talent. If you can’t report on everything, which numbers are most important to your winery’s DTC success? If you only have time to track three things where should you focus?
1. Tasters. Without tasters you don’t have a direct to consumer program. It’s just that simple. I know it’s hard to believe, but no one needs wine to live and there are thousands of wine options for wine consumers. Consumers must physically connect with your brand and your wine before they will engage. These are potential customers, wine club members and winery devotees. How many tasters do you see? It’s the most important thing to track and it’s the most neglected metric in the wine industry.
2. Conversion. What are your business goals? I’m guessing it’s to sell wine and grow your wine club membership, or perhaps your mailing list. Either way, you need to understand how many of your tasters convert. You measure that by dividing the number of purchasers, or new wine club members, or mailing list sign ups by the number of tasters. You’ll end up with a percentage of conversion for a given period of time.
3. Metrics per taster. Depending on your business goal, you’ll want to know your achievement per taster. As an example, if your focus is wine sales, you will divide the total sales by the number of tasters to see how many bottles you are selling on average. Why are these three metrics most important? Because your team can improve in of each of these areas. Armed with this information you can train and motivate your team to improve their individual results and that will help you reach your DTC goals!
How often should you track? Daily! Create a spreadsheet (or use the VingDirect performance tracker) and input the information daily, roll it up to a monthly view and then begin to compare your monthly and annual performance to last year’s results.
If you’ve already mastered these three areas and you’d like more information about upping your DTC game, or a free demo of our performance tracker, please email firstname.lastname@example.org