Now’s the time to plan for the new normal when we’re back in business. Things are different now and will be different then. Expectations are different. And your modus operandi had better be different if you want to retain, recapture, and attract customers.
In just a matter of weeks, the nature of the wine business in the US—and the world in general—has drastically changed. Restaurants and bars have been shut down, wineries have closed their tasting rooms, and wine retailers have had to rethink the way they do business. Some have closed altogether, at least for now.
Fires. Smoke. Accidents. Scandals. Deaths. Lawsuits. Layoffs. Pandemics. All of these events—and others you’ve never imagined—can impact your winery. Do you have a crisis communication plan?
Do you ever wonder why we spend so much money on getting new customers when retaining customers provides more value to our business? Think about the investment your winery is making in customer acquisition (advertising, PR, social media, email, and direct mail campaigns) vs. customer retention (providing an outstanding customer experience for guests in your tasting room, wine club members, and customers ordering wine online). Which direction are your scales tipping?
At the end of each year, many publications “celebrate” the worst marketing campaigns of the year. Less than 40 days into the new year, and there is already a regrettable fail from the wine industry.
Why intuition in the age of management science? Two reasons: First, intuition is a prerequisite for real insight, meaning a fresh understanding of the situation, seeing a reality that you hadn’t noticed before.
First impressions can create a lifelong ambassador or a disappointed grumbler—and those impressions can spread exponentially for the positive or negative, depending on the customer’s experience.
Every time a new guest walks into your tasting room, you are on the equivalent of a first date. Think about it.
If there’s one thing that can make or break a tasting room experience, it’s (no, not the wine) the service you receive.
Anyone who has worked in retail will quickly recognize OND as October/November/December—that three-month period when your sales will either make or break your year’s profits.
Now’s the time to plan for the new normal when we’re back in business. Things are different now and will be different then. Expectations are different. And your modus operandi had better be different if you want to retain, recapture, and attract customers.
