5 Target Audiences for Your Winery’s Black Friday and Cyber Week Success
For wine businesses of all sizes, identifying the right customers for a Black Friday or Cyber Week campaign involves understanding your current customer base and tailoring promotions to their preferences. This year, Black Friday falls on November 24 and Cyber week begins the following Monday, November 27. Black Friday is now mainly an online event, so why not consider boosting your OND bottom line with a week long (or even two weeks) website and telemarketing campaign?
Many online and brick & mortar retailers save their best deals of the year for Black Friday, and for some it may be the only sales they ever offer. In my experience, these campaigns are a great way to move long SKUs and kick-off the gift giving season with specially priced bundles or gift packs. A successful two week Black Friday + Cyber Week campaign could account for as much as 40% (or more) of your website and telemarketing channel sales during OND.
Using your own winery’s customer purchasing history combined with advanced analytics, here are some target audiences to consider:
Repeat Customers
If you have executed campaigns this time of year before, identify those customers who previously purchased during that time frame. Offer them exclusive pricing or early access to your Black Friday and Cyber Week deals as a reward for their loyalty.
Re-engage Passives or Top/Loyal Customers at Risk
Using RFM analysis, identify customers who haven’t purchased in several months (Recency) and are perhaps buying less often (Frequency) and at lower dollar amounts (Monetary). They have purchased before and were once a fan of your brand. A special deal on their favorite wines might just bring them back into the mix.
Gift-Givers
Identify customers who have shown interest in bundled packs, mixed cases or gifting wine to others and offer them enticing bundles that include wines that are frequently purchased together or tend to “go together” including regions, varietals and blend composition. In my experience, bundles and gift packs accounted for roughly 20% or more of sales during previous Cyber Week campaigns.
High Value (Life Time value, or LTV) Customers
Identify customers, including your wine club members, who have historically spent a significant amount of money with your brand over a significant amount of time. Provide them with premium offers, such as special priced high-end library and large format wines individually or in bundled sets.
Newbies
Identify your newest prospects who have recently visited your tasting room, subscribed to your mailing list or attended an event but are yet to pull the trigger on their first purchase. A creatively bundled variety pack that entices them to take the next step could be just the right offer at the right time.
Don’t have the time to run these reports or wrangle the spreadsheets? If you are not already using the Enolytics software, we offer a 30-day FREE trial period where you can leverage the tools this holiday season. You can create each of the segments listed in this post in a matter of minutes!
If you are a client (Thank You!!) and could use some hands-on help with any of these ideas, above, just let us know or schedule time on the calendar. We'd be glad to help.
We look forward, as always, to hearing what's on your mind for all things wine + data.
Thank you for reading, and for your ongoing support –
Ed Thralls, SVP for Professional Services