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Everything Wineries Need to Know About Customer Analysis

When considering where to look for deeper insights across your winery, it’s easy to get lost in all of the data and information across all direct-to-consumer channels. From tasting room metrics to club reporting and eCommerce sales, there’s one report we don’t want you to forget - Customer Analysis. 

Customer Analysis is the data pulled from a company that relates to customer information and their behaviors. This information helps to identify, attract, and retain those that are purchasing from your brand. Beyond the bottom line, let’s talk about the main benefits of customer analysis and what it can do for wineries.

Understand best performing channels

It can be difficult to understand where and when your customers are making their purchases with multiple direct-to-consumer sales channels. When you dive into best-performing channels and methods of buying, you ultimately gain insight into the customer experience.

Wineries can leverage this data to better understand where their sales are happening, which channels they need to put more effort into, where they can offer more incentives, and how to assist the buyer’s journey across all DTC channels.

Identify top customers and reduce churn

With customer analysis reporting, wineries have the information they need to uncover purchasing behavior across all of their customers. With reporting that dives into the individual customer, wineries can easily identify top customers, those who haven’t made a purchase in a certain timeframe, at-risk customers and members, and so on. If customers are at risk, wineries can now identify the customers who used to be buyers of their wine but haven’t made any recent purchases, this gives wineries the opportunity to interfere with those who are in the process of forgetting about their winery. 

Make proactive decisions 

With access to individual customer behavior in one central location, wineries can make proactive decisions for their business that relates to their customers. With one single source of truth, wineries can analyze, segment, and better predict how your customers will behave or interact with your winery in the future. When it comes to segmenting customer purchase behaviour, wineries can do so based on 3 different criteria based on RFM:

  • Recency: The last time they bought wine

  • Frequency: How often they bought wine in the last two years

  • Monetary: How much wine they bought in the last two years

Effectively segment customers

Once you have a greater understanding of your customers, it becomes easier to sort and categorize them by their behaviour and by their location. Segmentation can include anything from first-time buyers to wine club members, loyal customers, churned, never purchased, or online orders (the list goes on). You can utilize behavior insights to personalize offers, better communicate and nurture consumers through targeted marketing campaigns. When it comes to segmenting by location, it can help identify local customers or if a winery organizes an event outside their area, they can identify which customers live nearby.

With more insight into consumers and their purchasing behaviors and patterns, wineries can target and identify opportunities for sales, make proactive decisions, learn more about consumers and how it relates to their brand, as well as segment customers effectively to better communicate with at-risk customers.


About WinePulse. 

Automatically track and report on all tasting room, wine club, events, and eCommerce data with over 80 industry-leading key performance indicators and reports. Book a demo and learn how WinePulse can help unlock insights across your winery.

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