Are you teaching your customers to appreciate the value in wine?
Posted on Wed 21st Jan 2015 at 13:44
We know that it can sometimes be a struggle to communicate with your customers. Not all, but many, will come to you looking for big red special offer stickers, completely ignoring your carefully selected, brilliant value bottles elsewhere.
Writing for Harpers, Jonathan Cahill recently argued that we need to educate consumers on the value of wine, and steer them away from making choices based on price. This follows recent industry research that states more than half of consumers will never spend more than £6 on a bottle of wine, something which instantly removes the vast majority of quality bottles from the proverbial table.
At Signature Wines, we’re 100% behind the call for customer education, and are using our consumer-facing websites, as well as tastings, to spread the message that quality wine is both understandable and affordable. All of our wines provide great value, with the average RRP being around £10, and we are gradually spreading the message that Stobi’s excellent quality is worth paying that little bit extra for. If, like us, you’re keen that your customers can make an informed choice and get the most from your carefully selected range of wines, you may be interested in Cahill’s clever new app, the Wine Value Escalator.
As Jonathan explains, “The app is a simple way for the consumer to work out a difficult concept, that of the disproportionate increase in the money devoted to the wine itself as the retail price of a bottle increases above £5. The user of the app simply enters the price of any wine over £5 and the rise in the price of the bottle over £5 is shown, together with the increase of the wine inside the bottle. This comparison highlights the great leap in value provided by even a small increase in price - a £7.50 bottle represents a 50% increase in price over £5, but a 957% increase in value. ” Pointing your clients in the direction of this app may reap great benefits, as it’s an immediate way for them to see just how much they have to gain by spending even just one or two pounds more. We, of course, hope that it will lead more people to pluck those bottles of Stobi from your shelves, and if you’d like to hear more about what Signature Wines are doing to promote the benefits of great value wine to your consumers, call us today.