“Your wine is being delivered today!” This is the world’s easiest way to be sure someone is home to sign for the wine.
Does that look familiar?
To anyone that has shipped or received wine, this little box means something: someone better be home to sign for the wine.
A chain of events links the moment a winery sends the box to the moment a person brings it into their home. Broken or loose links mean delays, and delays reduce that likelihood that the process will be perceived as convenient for your customer. This happens on a huge scale; estimates suggest that one billion redelivery attempts occur in North America each year.1
A recent study2 discovered that nearly 70% of respondents are much less likely to buy from an online shop in the future, if the delivery does not arrive within two days of the promised date.
While a missed delivery probably isn’t your winery’s fault, the optics aren’t good and there can be some serious cost implications. If a person is inconvenienced by ANY aspect of wine shipping, it will reflect badly on their perception of ordering wine online in general.
Imagine losing a hard-earn wine club member because one delivery didn’t make it inside their home as intended!
Most carriers, such as UPS and FedEx, will attempt delivery three times and after the third attempt the package heads back to the shipper. All of this movement through the elements exposes the wine to less than ideal temperatures (cold or heat) and can lead to the wine spoiling. Temperatures below 25 and above 80 degrees farenheit can ruin a bottle of wine.
How many times have you received a phone call from a client that the corks were pushed out of the bottle due to heat and wine was leaking? When this happens, you must pay to replace the wine and unless you buy costly shipping insurance, UPS (for instance) only provides $100 towards the value of your package, even if it was an expensive case of prized Napa Cab!
And if the wine comes back to the warehouse after three attempts, you may need to pay to reship it. Any way you look at it, it is expensive for a winery to chance even one missed delivery.
But there’s good news: an easy solution.
The best way to solve this juggling act is to provide relevant and timely communication to your customers. Sure, you might already be sending emails with tracking information, but email open rates only average around 20%3, so 80% of your clients probably never see that email. Instead rely on texting, which enjoys a 98% open rate within the first four minutes of receiving the text.
72% of people say they prefer texting4 to other messaging options and the text function is the number one used feature on smartphones, much more efficient than asking your customer to enter a long and exhausting tracking number into a website.
A recent study shows that 95% of shoppers4 expect to be contacted directly if an estimated delivery date changes while the package is out along the route. That means you can’t rely on the shipper’s tracking updates to do this job for you, if you want the customer to be happy.
Wine is the hospitality business, not the logistics business. Texting allows you to control the interaction and make it warm and personal. One bit of good news: only around 40% of businesses have figured out how to use SMS texts in this fashion, so this treatment will be a pleasant surprise for your fans.
Ready to get texting?
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