Why clothes, groceries, technology and not wine?
Last year I started buying wine online in Spain, feeling extremely weird! However I found out that it was even easier than going to the overwhelming wall in the supermarket.
In fact, wine e-commerce is growing rapidly. The interesting thing is that in Spain, there has not been a new entrant in the market to occupy this space. Instead, the traditional wine distributors have done so. Why?
I asked a friend of mine, whose family business used to sell wine through a retail channel and they are now selling 20% online. The key of their success, she says, is due to different factors but especially to a very customized and personalized customer service. Indeed they customize the newsletters they send the customer with recommendations according to their previous orders and to the survey they send the customer after every order to understand which wine they would prefer next.
A fantastic way to help the customer choose and try new wines without being overwhelmed!
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