A significant increase in appointments for wine tastings thanks to changes in the acquisition process
The problem and our approach
- The WIV Wein International AG is the world’s leading corporate group for direct distribution of wine that organizes wine tastings under e.g. the brand name Bacchus
- The objective was to develop a convincing communication strategy for the German market.
- For this purpose, we first identified barriers of all relevant target groups against Bacchus in general and against wine tastings in particular.
- Based on these, we developed power insights as well as a convincing sales story to increase the appointment ratio for private wine tastings and enhance customer loyalty.
Insights in our findings
The growth target group
- Former participants of wine tastings
- Potential participants of wine tastings
Biggest buying barriers against wine tastings and the brand Bacchus, qualified with the target groups
- The target groups don’t want to invite an unfamiliar and potentially disagreeable person into their homes
- They don’t want to schedule fixed appointments
- They fear that they would feel obliged to buy wine even though it might not be to their liking
- They doubt that the selection of wine during the wine tasting would meet their expectations
Convincing power insights to overcome the barriers, qualified with the target groups
- Independent wine tastings without a consultant (order a wine-tasting DIY-package)
- Wine tastings organized by a consultant that take place in out-of-home (e.g. in a hotel or restaurant)
- Ordering without risk thanks to the acceptance of returned goods
- Determination of taste profiles by the wine consultant to better select appropriate wines
- Interactive calendar to schedule appointments
Based on the strongest power insights, we developed a convincing communication concept that is the foundation for increasing the appointment ratio for wine tastings.
