Ecommerce Success Case Study: Scott Harvey Wines’ Club Acquisition Rate
Unprecedented times.
It might sound like an exaggeration but I think you’ll agree that it’s also an accurate assessment of what the wine industry has been experiencing in 2021.
Yet there are wineries who are succeeding, even now, by growing their tasting room, wine club and online sales.
That’s why, for the next few weeks, we’ll be shining the spotlight on users of the Enolytics ecommerce system in order to illustrate how the tool has helped them navigate such choppy waters.
Today we’re featuring Scott Harvey Wines, located in Amador County, California. Here are two reasons why they’re the perfect kick-off to our success spotlight series:
Despite 2021’s unprecedented conditions, President Jana Harvey said that the company has developed the strongest team they’ve ever had in their seventeen years in business, even during recent hiring challenges of the “Great Resignation.”
Scott Harvey’s wine club acquisition rate has been an outstanding 48 percent this year (through September). “Now we look forward to nurturing all those new members with the data we obtain from Enolytics,” Jana Harvey said.
Here are her responses to a few more questions about 2021 when it comes to data and ecommerce.
What has been your biggest pain point this year?
Getting the right message to the right recipient. Personalization, instead of throwing things against the wall to see what sticks.
What has been your steepest learning curve?
Analyzing the data to make the right decisions.
What is your brightest hope for 2022?
Mobile ecommerce. Gen X and Y do everything on their phones, and we need to figure out better ways to communicate to them on mobile.
Those are great nuggets about the issues that are on wineries’ minds right now. No one’s ever said that success — even the kind that Scott Harvey Wines has seen this year — was easy or that the work is ever done. But it’s valuable nonetheless to pause every so often and recognize both the success and the process.
We look forward to spotlighting other wineries’ smart uses of data to navigate the industry’s current challenges when it comes to ecommerce. Please stay tuned for that.
What about you? What do you consider your biggest success of 2021 so far? Your biggest pain point and learning curve? And your brightest hope for the year to come? Please drop me a line and let me know. My email is cathy@enolytics.com, and my cell phone number is +1.702.528.3717.
Thank you, as always, for reading —
Cathy