Retail 101 - Jeff Cole - Change Merchant Solutions
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Optimizing your tasting room experience to sell more wine.
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Retail 101 - Jeff Cole - Change Merchant Solutions
- 1. Getting the Tasting Room Experience Right Retail 101
- 2. About me the last 15 feet of retail
- 3. Who is your customer?
- 5. this guy
- 6. Who you are to your customer.
- 9. Focus on hospitality, giving a memorable experience, telling your story and implementing your sales strategy. If you do, the wine will naturally sell more of itself. Got strategy?
- 10. 1. The Welcome - Strategy 1. First 15 seconds – Welcome to “elevator pitch” 2. Where are you visiting from? 3. Are you here for our WF tasting? and your strategy is…
- 12. Set the tone, set the experience, let them know what to expect
- 13. Please don’t make us think too much. We are in your world. Guide us. How easy is ordering?
- 14. Education on the wine and vineyard Simple, less is more Fun, informative or both Roadmap - tools
- 15. Let’s do this thing!
- 16. 2. The Tasting - Strategy
- 17. Stick and Move About the wine - 89 from Parker, great value for $25 About us - grown in the vineyard you drove past Personal - my favorite everyday wine
- 18. Merchandising – strategy It begins…at the beginning. Prime the pump. Any no brainers?
- 19. a no brainer
- 20. Give away something memorable Create a conversation, buzz.
- 21. “This is the perfect wine to enjoy Saturday afternoon after the kids soccer game” Stick and Move
- 22. Merchandising - strategy Suggest ideas… Share the glory, tell your story.
- 23. 3. Presume the Sale Strategy
- 25. Please don’t make us think too much. We are in your world. Guide us. How easy is ordering?
- 26. Two $50 per 2 Bottles 2x per year Four $75 per 4 bottles 2x per year Most Popular Six $100 per 6 bottles 2x per year You love it or it’s free. Stop at anytime. -Free bottle for starting today- and…. Reiterate any discounts (wooden nickels, wine bucks), show the value, less is more, lead us
- 27. Train your team to sell wine.
- 28. Teach your strategy Provide tools, incent & measure 1. Sales flow - strategy 2. Simple goals 3. Easy metrics 4. Ongoing training (wine and process)
- 29. Focus on hospitality, give a memorable experience, tell your story and implement your sales strategy. If you do, the wine will naturally sell more of itself. Implement the last 15 feet! Because…
- 30. Who is your customer? Because this guy is a buyer …these guys are buyers!
- 31. Thank You! Jeff Cole Change Merchant Solutions jeff@changemerchantsolutions.com
Editor's Notes
- Intro: I currently work with wineries to dial in their credit card processing so that transactions in the tasting room and club runs go off without a hitch. In a past life - I worked with fortune 500 companies like Disney, Sony and Lucas Arts to increase and optimize their retail mindshare & sell through – the last 15 feet of retail. Working in strategy to merchandise products and train associates to give the product a story. After all, we all love a great story and I contend, that although you need to have good wine…it’s “your” story and overall “experience” in the tasting room that creates the customer and drives the sales engine. So let’s dive into what components makes up the customer experience and the last 15 feet of retail.
- Do you know your target?
- Intro: I currently work with wineries to dial in their credit card processing so that transactions in the tasting room and club runs go off without a hitch. In a past life - I worked with fortune 500 companies like Disney, Sony and Lucas Arts to increase and optimize their retail mindshare & sell through – the last 15 feet of retail. Working in strategy to merchandise products and train associates to give the product a story. After all, we all love a great story and I contend, that although you need to have good wine…it’s “your” story and overall “experience” in the tasting room that creates the customer and drives the sales engine. So let’s dive into what components makes up the customer experience and the last 15 feet of retail.
- Intro: I currently work with wineries to dial in their credit card processing so that transactions in the tasting room and club runs go off without a hitch. In a past life - I worked with fortune 500 companies like Disney, Sony and Lucas Arts to increase and optimize their retail mindshare & sell through – the last 15 feet of retail. Working in strategy to merchandise products and train associates to give the product a story. After all, we all love a great story and I contend, that although you need to have good wine…it’s “your” story and overall “experience” in the tasting room that creates the customer and drives the sales engine. So let’s dive into what components makes up the customer experience and the last 15 feet of retail.
- Adults in escape mode. We choose to exit our grind and escape to your world. Good wine is the bonus to a great experience. You are our Disneyland…show us your world Walt.
- One of the greatest marketing tools a winery possesses is a unique story that visitors can relate to. We want to hear your story and the story of your winery. Express your local personality. Involve and engage your customers as much as possible. If your story sucks, make a new one but be honest.
- Be attentive, ask questions but don’t smother. This is where “your” story is conveyed and the bullet points woven into conversation. Create warm fuzzies.
- Employees should be able to recite the history of your winery in their own words and weave your main bullet points into their customer interaction. What are your bullet points? What is your elevator pitch? Post articles or facts about your winery and your region on the walls. Hang them around your winery, especially in washrooms.
- Connect with every guest with a smile in the first 15 seconds. Have an intro strategy. Elevator pitch. Thank you for coming and welcome. Where did you come from? Special occasion? Are you here for a tasting? Great. W have an excellent tasting program – it’s fun, educational and delicious. And, the tasting fee will be applied to the bottle of your choice. Let’s get the party started….would you like to start off with 1, 2 or 3?
- Tips: Make the take off easy, quick and informative. Interactive tasting guide. Name tags.
- Share a few pieces of info on the wine. Use the tasting guide. Is your strategic? Is it a roadmap or just informational? Tip: Focus on hospitality and giving a memorable experience. If you do, the wine will naturally sell itself.
- Intro: I currently work with wineries to dial in their credit card processing so that transactions in the tasting room and club runs go off without a hitch. In a past life - I worked with fortune 500 companies like Disney, Sony and Lucas Arts to increase and optimize their retail mindshare & sell through – the last 15 feet of retail. Working in strategy to merchandise products and train associates to give the product a story. After all, we all love a great story and I contend, that although you need to have good wine…it’s “your” story and overall “experience” in the tasting room that creates the customer and drives the sales engine. So let’s dive into what components makes up the customer experience and the last 15 feet of retail.
- Is there perceived value? Reduce clutter, simple messaging. Have a go-to talking piece or activity: $1 charity cork toss. Wooden chip or cork with the dollar amount for coupon. Tips: Properly staff, crowd control, sell through education and enthusiasm, connect to the customer –
- : Impress them with something physical & memorable, All of these items are conversation pieces & memory makers. Better experience = increased purchases. Flower – Survival bag w/name tag (advil, candy, water, dollar off FreeBirds or local pizza shop) Take a picture and email it to them, have them fill out all the emails they want it sent to.
- Is there perceived value? Reduce clutter, simple messaging. Have a go-to talking piece or activity: $1 charity cork toss. Wooden chip or cork with the dollar amount for coupon. Tips: Properly staff, crowd control, sell through education and enthusiasm, connect to the customer –
- You’ve made great wine, the guest experienced your “experience”, the warm fuzzy is flowing and your sales strategy has been in play throughout the tasting. It’s time to presume the sale and walk them down the aisle. Would you like to apply your discount/bucks to a single bottle, our discounted pick three package or perhaps join our wine club? Purchase three more bottles for the case discount. Make sure guests know the options in front of them and merchandise the sale.
- Intro: I currently work with wineries to dial in their credit card processing so that transactions in the tasting room and club runs go off without a hitch. In a past life - I worked with fortune 500 companies like Disney, Sony and Lucas Arts to increase and optimize their retail mindshare & sell through – the last 15 feet of retail. Working in strategy to merchandise products and train associates to give the product a story. After all, we all love a great story and I contend, that although you need to have good wine…it’s “your” story and overall “experience” in the tasting room that creates the customer and drives the sales engine. So let’s dive into what components makes up the customer experience and the last 15 feet of retail.
- Tips: Make the take off easy, quick and informative. Interactive tasting guide. Name tags.
- Tips: Make sure guests know the options in front of them and merchandise the sale. Value – Simple sale. Less is more. I am on vacation and buzzed. Please think for me.
- Collect emails Bottle sell through High Traffic Winery goal = 1.5 - 2% Low Traffic Winery goal = 7 - 9% Attrition = 2 - 3% monthly benchmark
- Be attentive, ask questions but don’t smother. This is where “your” story is conveyed and the bullet points woven into conversation. Create warm fuzzies.
- Adults in escape mode. We choose to exit our grind and escape to your world. Good wine is the bonus to a great experience. You are our Disneyland…show us your world Walt.