You work your tails off to get people to your website… once they are there, that’s where we can help. 

As your commerce partners and champions, we want to empower you with everything we can to turn visitors into sign-ups and sign-ups into loyal customers. While traditional allocations are fantastic at many things (including brand optics and operational sanity), the one thing they can lack is immediacy. Intro Offers can bridge that gap and offer great returns.

The power of first impressions

For many allocation-based wineries, the typical approach involves courting new members only to go dark for months until their first offer. Not only is this a hospitality gap, it also skips a key opportunity to learn more about these new sign ups. If you’re investing in customer acquisition, being able to differentiate between those who are simply curious and those who might become customers sooner in their journey is immensely valuable. This is where Introductory Offers can come in – they can trigger immediate conversion without compromising your brand, pave the path towards deeper engagement and retention, and are low-hanging fruit for selling more wine throughout the year.

What is an Intro Offer and how do you set it up?

Call them what you like…welcome or introductory allocations or offers… the intent is the same: new mailing list subscribers are presented with an opportunity to buy a curated selection of wines upon first signing up. It allows wineries to engage with potential customers at their first peak of interest and encourage them to make a purchase right away. In contrast to adding an Open Cart, Intro Offers capitalize on all the marketing and operational benefits of a traditional allocation: you’re able to appropriately frame the offer and selections, leverage minimum and maximum quantities as well as wish options, and can set sustainable fulfillment options with tools like requested ship dates. As long as you have inventory available, in our minds it’s a no-brainer addition for most allocation-based wineries. 

The two core types of Intro Offers

Welcome offers can take a couple different routes. The first takes mere minutes to set up and works seamlessly within our standard new sign up flow. If you’d prefer a storytelling-rich approach, incorporating the intro offer into a welcome email journey may be right for you.

  1. Basic: Straight into an Allocation:
    • New subscribers immediately receive access to an allocation of wines upon signing up.
  2. Advanced: Via Email Sequence:
    • Incorporate the Intro Offer into a welcome email sequence to make the customer journey more engaging and conversion-centric.

You can use the quick guide below to enable the basic version (which we often recommend as a first step, you can always progress into the advanced version later):

What results have we seen from Intro Offers?

We regularly see Intro Offers achieve over 40% conversion rates. While this may vary for each winery, there are universal qualitative and quantitative benefits:

  • Maximized Initial Interest and Accelerated Conversions:
    • Intro Offers allow you to shorten the customer journey from sign up to purchase, capitalizing on their initial interest and accelerating conversion. This immediate engagement isn’t only for the benefit of a first purchase, but also sets the stage for future transactions, thus creating a loyal customer base faster
  • Improved Brand Differentiation:
    • By immediately providing value to new subscribers, you set yourself apart from competitors who may rely on more traditional, slower methods of customer acquisition and retention
  • Reinforced Portfolio Architecture:
    • By not being inherently tied to your standard seasonal releases, an Intro Offer gives you the opportunity to introduce new customers to your portfolio in the order that best showcases your brand, tells your story and deepens their loyalty.
  • Invaluable Data Collection:
    • Do you really want to wait months to find out what kind of customer a new sign up might be? Depending on your intent with an Intro Offer and how you structure it, you can immediately see whether someone is a non-, small, or big purchaser, and what types of wine they are inclined towards.
  • Year-Round Sales:
    • Unlike seasonal campaigns or limited-time offers, Intro Offers provide a consistent, operationally-light way to drive sales throughout the year. Members are at your digital front door when they first sign up, all you need to do is give them a compelling reason to make their first purchase before they move on.

 

Incorporating Intro Offers into your DTC strategy is a powerful way to enhance engagement, drive immediate sales, and build lasting customer relationships. Don’t miss out on this opportunity to transform your winery’s sales approach and achieve sustained growth. 

Access a complete step-by-step tutorial in our Intro Offer Help Article. Or if you’d like more hands-on and customized guidance, we’re also happy to discuss how a Commerce Strategy work session can support your team and goals.