Wine Lovers..Are They Loyal to a Brand?
This morning a very dear friend (Christian Briard, a Champagne producer) posted this same topic in the LinkedIn group "In Champagne". Christian sent me a note via our facebook connection about the discussion. So far there are 3 responses and they make reference to surveys that show that most wine lovers (upwards of 80%) change wines they drink all the time.
Do wine lovers come back to certain brands? My wife and I do for a limited number of wines...and also I would add that brands are not doing much (at least in the US) to retain the loyalty of drinkers...a key mistake is to assume that just because a consumer likes (or "really likes") a brand they will keep drinking it on a regular basis without any interaction.
Are any vintners or producers (brands) doing anything to bring retain their customers or even to bring them back once they have left the fold?
At least in American, other product categories are continually fighting to retain customers...they do this by advertising in mainstream media and by an almost continuous sales discount program...but for the most part many consumers would consider these products to be commodities...for any product to be considered something other than a commodity there needs to be a different relationship between the brand and the customer.
But a key point is that consumers have changed...they are changing "some" of their buying habits (when it comes to wine, the where and the what) but overall they are still generally going someplace to buy a bottle of wine...they bring it home, open it and drink it. Based on that one then assumes that everything is about the same and that would be very wrong.
The ability for individuals to interact with each other has changed dramatically...10 years ago when it was someones birthday a week or so before a person would go to a card store, buy a card, add a personal note, sign it and then mail it out at least a few days before their friend's birthday. That day they might make a phone call and the birthday person would thank them for the card. Today many of those card stores are either closed or have transformed their floor plan away from cards. Today, the first thing people generally do is post a personal note on the social sites of their friend's news feed on their birthday...often...within moments the friend with send a thank you or comment in return.
Consumers just expect a different level of interaction with everyone and everything. Many consumer-focused businesses have teams of people just waiting to response.
I do understand that wineries just can't have even one person "waiting" to respond but they do need someone who can answer a post or comment in a timely way.
If they want to retain today's consumer as a semi-permanent customer they need to interact at least occasionally. Brands NEED to pay attention to their customers (if they want to keep them as customers). Do they ever wish a customer "Happy Birthday" (I've not seen it often).
If you assume that all you (as a winery) have to do is make good wine the day is not far off that no one will come to your tasting room or be buying your wine on a regular basis.
If you want customers to be loyal to your brand then you need to realize that wine consumers' expectations have changed and you need to alter the way you think about them and how you treat them.http://www.linkedin.com/groups/Wines-lovers-Are-they-loyal-4231312.S.5847304502364889089?view=&gid=4231312&type=member&item=5847304502364889089&trk=eml-fllw_infl-like_post