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How to Start Tracking Goals at Your Winery

Goal setting is a critical piece of the puzzle when it comes to understanding the overall success of any business. It’s easy to get lost in data and not truly understand what’s working, what channels are performing, and how results compare month-to-month, year-to-date, or from the previous year. 


Wineries who set goals are easily able to assess their business, track actuals versus key performance indicators, and set realistic goals in the future. It can be intimidating when it comes to tracking data and knowing which types of goals to set, but we’re here to help. Let’s discuss the types of goals wineries can set to get started and help set benchmarks to compare actual results versus their goals.


Wine Average Order Value: Wine AOV may be one of the most important metrics that wineries can track, in contrast, it’s equally as important to set goals alongside that data. Once this metric is properly tracked, wineries are able to compare it to previous years, or even compare to peers in their region to understand where their winery stands when it comes to average spend. 

Total Sales by Month and Channel: By setting this goal, wineries will gain insight into which channel and months were most successful to better understand customers and the breakdown of where they are purchasing. 

Wine Club Signups: When it comes to signups, wineries can adjust their goals based on the specific months or aim to reach a yearly target. This requires wineries to continuously check on the number of signups they see over each month and adjust appropriately. 

Wine Club Active Members: Check active members year-to-date, or at the end of the year to gain a better understanding if this is a pattern for your club. When wineries pay close attention to this metric, they can determine the net growth or decline seen since the start of the year or compare it to last year’s metrics. 


Wine Order Conversion Rate: Wine Order Conversion Rate helps wineries determine if guests and how many are buying wine at all, helping the tasting room staff gain clarity into their own sales target. Wineries can aim to meet previous goals and targets or challenge themselves to increase their sales. 


Wine Club Conversion Rate: A large majority of wine club signups are done in the tasting room versus online. That being said, when this metric is being tracked, wineries are able to set realistic goals across their tasting room to understand how well staff are converting guests to club members and gain insight into what converts guests to members. 


Actuals Versus Goals

Once goals have been set, the next step is understanding where your sales, conversions, and signups land in comparison to the targets. Of course, it’s important to know where you stack up against benchmarks, but it also helps to effectively set goals for the following months and upcoming year. Once wineries learn more about where, when, and how sales happen, they are able to increase goals, learn how they compare to actual performance, pivot, and ultimately gain the insight they need to make better decisions for their business.


Track Progress with WinePulse

Enter your goals and track your progress across all direct-to-consumer channels with WinePulse. With automatic daily reporting, wineries can view monthly or yearly goal dashboards to instantly gain insight into their immediate data and compare against goals. Schedule a demo to learn more.

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