Recently when asking a winery how much they knew about wine segments and their own customer profiles, I discovered they knew very little, like many things there is the intention but little time to actually get around to do anything about it.
According to Johnson and Bruwer study they classified wine segments according to the following;
The Segments are:
- Conservative, Wine Knowledgeable Wine Drinkers (20.9% of wine drinkers)
- Image Oriented, Knowledge Seeking, Wine Drinkers (22.3%)
- Basic Wine Drinkers (16.8%)
- Experimenter, Highly Knowledgeable Wine Drinkers (19.0%)
- Enjoyment Oriented, Social Wine Drinkers (20.9%)
However this is all very well, if you know which of your customers fall into which groups, and this is where building your own customer profiles is so important.
As ‘wine industry’ writes one of the biggest and most important changes in the wine industry has been the shift from being producer to consumer driven.
Historically a luxurious good associated with wealth and prosperity, if a consumer did not like a certain wine they were labelled as uncultured. Clearly, producers held the power in the value chain.
Today however, with globalisation and access to information, this is no longer the case. People of all socio-economic status consume wine, causing greater segmentation in types of wines produced and empowering buyers.
So what can you do about it, well the answer now seems a little bit easier.
The answer, of course, is to start building a profile of your customers and thanks to a recent innovation – Cuspidor; this is a lot simpler.
Cuspidor captures demographics including age, gender, postcode and personal details including name and email address in a non-evasive way. It allows you to capture customer information from those not so engaged customers through a quiz type format.
just because they are not engaged with the cellar door doesn’t mean they dont know what they like and they won’t buy
And, for those groups, who don’t want one the one interaction with the cellar door staff it allows you to offering a tasting paddle and for them to be self directed by Cuspidor, all they need are their phones.
Because Cuspidor allows customers to make notes and for them honestly to rate the wines. It starts to provide you with the basis of a profile of your customer base. This information coupled with your Point-of-sale information will build a profile of the customers and the wines of your winery they like and buy.
It will identify any geographical hotspots, which can provide valuable information in persuading retailers or restaurants in that area to stock your products.
It will provide social media opportunities to engage customers on the wines they like and invite them to special events which appeal to them.
You will be able to build profiles on return visitors and identify potential brand advocates.
According to marlene pratt, in her survey examined how the typical wine tourist is viewed by respondents. The image of a typical wine tourist was portrayed through descriptors self-generated by the respondents themselves
Respondents were requested to imagine the typical wine tourist who visits their favourite wine region. Over 1,900 descriptors were provided by respondents; ranging from motivational attributes, such as relaxing, through to appearance, such as sophisticated.
The most common descriptors/adjectives used were;
- interest, knowledge and passion for wine, wine lover (22.7%),
- relaxed (22.2%),
- sociable, friendly (20.3%),
- higher income earners (16.4%),
- fun (15.7%),
- mature people (13.8%),
- educated, intelligent (13.1%),
- adventurous experience seeker (12.5%),
- tourists (12.3%), and
- enjoy good food (9.6%).
The full paper can be found here