In order to succeed in the increasingly competitive direct-to-consumer (DTC) wine market, wineries must have a firm grasp of their customer acquisition journey. We are pleased to offer a 5-week course on the Customer Acquisition Journey in Direct-to-Consumer Wine Sales, designed to assist wine professionals in navigating the current market.
Workshop: Customer acquisition journey in DTC wine sales
This course is designed for winery owners, DTC managers, sales and marketing managers, tasting room staff, management, and wine club managers. If you're in the business of direct-to-consumer (DTC) wine sales, this engaging series of interactive webinars promises to provide useful insights and actionable techniques to help you attract and keep more customers.
This 5-week online course is designed to take you through the full customer acquisition process, divided into short 1.5 hour sessions each week. By the end of the course you will be able to ensure you make the most of acquiring new customers, activating sales, and retaining existing customers. The course will cover brand awareness, your positioning to attract new customers, growing your audience, activating customers, and customer retention. It also explores ways of segmentation, executing discounts and promotions, and adding a value proposition.
Consumers are loud about their preferences, so take note. Attend this course to learn how to turn dissatisfied consumers into devoted brand advocates by adding customer experience management into your customer acquisition strategy. Use customer segmentation in your messaging to get the most out of your consumer data. You will also receive resources and materials like reference guides, checklists and templates, to employ at your winery. Learn the skills you need to make your company's culture more brand-focused in this interactive workshop.
Workshop participants can expect to:
- Gain in-depth information: Dig into the specifics of the direct-to-consumer wine industry's customer acquisition journey. Find out how to engage wine fans, turn them into repeat buyers, and keep them coming back for more.
- Learn what works best: Learn the proven strategies to maximise customer acquisition by automating certain processes without eliminating the human aspect.
If you're interested in learning more about how to increase your client base through direct wine sales, along with the key elements to turning interested customers into loyal customers, we invite you to join us from Wednesday, 2 August ONLINE.
Details and pricing
The full course includes five workshops, presented once a week during August: Every Wednesday from 10h00 - 11h30 ONLINE.
Cost: R1 500 per screen (All CellarDirect and wine.co.za clients get 10% off)
Final bookings and payments for the full course to be received by 31 July.
Topics
- 2 August: The Wine Industry's Art of Customer Acquisition
- 9 August: Awareness – Growing Tomorrow's Consumers
- 16 August: Activating the Dead: Database Developing While Being POPI Compliant
- 23 August: Getting Repeat Sales Regularly: Retaining Customers
- 30 August: Is It All About Money? Discounts, Promotions and Value Proposition
Contact Xania van der Merwe at xania@wine.co.za to book.
Who is the host
Xania van der Merwe, an expert in (wine) consumer behaviour, is leading the event. Xania has been working with feedback from wine consumers for the last 10 years, with taste room, national sales, and strategic marketing experience. Xania oversaw customer service and mystery shopping for several South African research companies and specialised in Consumer Behaviour within the SA wine Industry. Prior to joining the wine industry, Xania headed up Customer Satisfaction and Mystery shopping programs at commercial research agencies, overseeing Middle-East and Africa, she also hosted various workshops and training programs for corporate entities like Vodacom, MNET and Porsche. She is passionate about DTC trade and enabling SA wine producers to be more consumer-centric.
Xania recently joined the wine.co.za team as Consumer Specialist, and will be launching the wine.co.za DtC Academy, where you can look forward to a range of workshops aimed at improving service delivery and your direct to consumer business. She managed the Great BIG Wine Survey, and regularly conducts consumer research projects. She holds a masters’ degree in Consumer Behaviour and is currently working towards a Phd in the engagement levels of South African wine consumers.