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How to Unlock the Power of Data to Increase DTC sales

We all know that data plays an integral role in understanding business success and identifying areas for improvement. The hardest part? Knowing where to start.


While data can provide valuable insights into performance, it's essential to understand how to leverage it effectively. Over the last few months, we’ve noticed that overall DTC sales are declining across all channels. But not to worry - Despite these numbers and challenges, wineries still have an opportunity to leverage data to drive customer loyalty, increase sign-ups, and improve overall sales. Let’s dive into three ways data can help wineries improve performance and drive sales. 


  1. Tracking DTC performance

Before you know what to do, you need to understand where sales are falling short. Having insight into how DTC channels are performing is the first step. How are sales comparing month over month, and more importantly are they trending up or down from the previous year? You can even go as far as which product SKUs are best sellers, what your average wine order value is, and so much more. 


If you don’t know, there are many tools that can help. Reporting solutions can help create benchmarks across your winery and sales channels, eliminate the need for manual tracking, countless spreadsheets, and save wineries TONS of time. Check out the benefits of DTC Reporting Solutions. 


  1. Leverage customer segmentation

Now more than ever, it’s important to segment customers and be proactive in targeting to help drive sales. By analyzing customer data through sales channels, wineries can easily identify patterns in purchasing behavior (days since last purchase, number of orders, etc) product preference, and even location. This information can be used to create targeted marketing campaigns that are more likely to resonate with specific customers, and increase the campaign effectiveness. 


Personalization is also key when it comes to marketing effectiveness. Leveraging DTC data such as RFM Analysis, and sales and customers by region and channel can help wineries to personalize promotions and offer recommendations based on history and preferences. This can help drive customer engagement and loyalty. 


  1. Pay attention to club members and best customers 

When it comes to existing customers and club members, retention is crucial. DTC data can be used to identify customers who are at risk of churning, when they’re approaching the average tenure, and club members at risk. This presents an opportunity for wineries to engage with their customers to ensure they are happy, offer incentives or discounts, and encourage them to continue purchasing and increase lifetime value. 


You can also use reporting solutions to help understand which channels your customers are coming through and where signups are happening. This can help wineries focus on specific areas to drive new customers and signups. By engaging with customers at a personalized level, wineries can strengthen customer loyalty and create a community of brand advocates who will also help to drive sales.


How WinePulse can help

There are many ways data can help drive better and more informed business decisions, however breaking through the data and finding key insights is the tricky part. Luckily, we are here to help. With 190+ winery clients utilizing the platform, WinePulse includes 80+ analytics reports and 14 dashboards to easily track tasting rooms, wine clubs, events, eCommerce, and email data to help wineries unlock insights and gain clarity into their winery performance and metrics. Schedule a demo to learn more. 

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