Across Australia, cellar doors account for 44% of all direct wine sales. They’re also a common place for a first time customer to be introduced to your brand and where the majority of your wine club members sign up.
So, it's no surprise that having a successful cellar door is hugely important to your profits and business overall. But how can you do this? The easiest way is creating a cellar door that matches what your customers are looking for. From the physical environment to how you run tastings, creating a customer focused environment is paramount.
Want to get started? Here’s our top three tips to create a customer focused cellar door that drives DtC wine sales.
Look at the Way Your Cellar Door is Set Up
You want your cellar door to be warm and inviting but this is not just about your staff. The physical environment can also have a large impact on this. Consider whether there is adequate space for groups to spread out, the necessary seating required for tastings or perhaps larger places for people to relax with wine or even food.
There’s also your bar or countertop. While most wineries use these, they can also create a physical barrier between you and your customers. Using casual seating areas that allow more direct interaction might work.
Another thing to consider is your wine club members. Is there a special place for them to relax and enjoy a tasting? Doing this will make them feel more special, but also creates that sense of exclusivity that can make other visitors want to join.
Greet Every Customer in 30 Seconds
This might be obvious, but it is still important enough to mention. How do you expect your customers to feel welcome if no one actually greets them?
Taking the time to acknowledge everyone who walks is the single best way you can make a good first impression. Welcome them and invite them to take a seat, even if you are in the middle of serving other customers. You can also leave them with a list of wines so they can start to ponder their first tasting.
Run Different Wine Tastings
Generally speaking, there will be 5 different types of people who visit your cellar door and they all benefit from a slightly different tasting experience.
These 5 types of people are
People who have never been to a cellar door
People who are familiar with wine, but haven’t tried yours
Train your cellar door staff to ask all visitors about their wine experience to give them an idea of how they should approach the tastings. Whether it is deciding to start a tasting with your most popular wine or allowing a club member to taste a rare vintage, having this additional information can help you to immediately create a tasting that resonates with each individual customer.
Interested in reading the rest of our cellar door tips and find out our guide for creating different tastings for your different customers? Download our free e-book now.