Online retailers need to appeal to a different type of wine consumer
Both large and small online retailers need to rethink their sales models to appeal to a very different type of consumer, according to new research revealed at last week’s Vinexpo exhibition in Bordeaux.
The results of an ‘E-Performance Barometer 2013’ study from the BEM-KEDGE Business School in Bordeaux said there are three key ways in which online retailers can appeal to this new consumer: through mobile phones and m-commerce; social media networks; and wine subscriptions and clubs.
Mobile commerce could move ahead of e-commerce in the near future and websites should prepare “responsive designs” that are compatible with mobile devices, said Grégory Bressolles, marketing professor and director of the e-commerce and distribution faculty at BEM-KEDGE Business School. “It will facilitate the experience of online sales,” he said.
Whilst social media will be especially important among younger consumers, subscriptions and wine clubs have experienced rapid growth and will ensure success for online wine businesses. “It is at the same time the birth and the golden age of this type of model,” he said.
The research also found that online wine shoppers are more likely to spend far more online and can spend on average up to €14 more on a bottle of wine.