If I’m being honest, every industry could benefit from adopting mobile into their marketing strategy. The digital transformation is growing every day, consumers are constantly adopting new technology, our lives basically center around our phones, need I go on? So yes, every industry should consider creating a mobile marketing strategy, but one in particular that can benefit from mobile is the wine industry. The wine industry, especially smaller wineries, has a huge opportunity to attract younger consumers and create stand-out digital experiences with the help of mobile.
Attract Younger Consumers
Younger consumers, primarily millennials, have been an exciting prospect for the wine industry, but these consumers aren’t buying wine the same way previous generations have. Millennials are buying fewer bottles of wine, but when they do purchase a bottle they are willing to spend more on it. Using mobile messaging and marketing is a great way for local and family wineries to get the attention of these younger consumers. 96 percent of millennials already own a smartphone, so it makes sense that wineries start communicating with them on their phones. Something as simple as offering QR codes on the bottle that provide more information about the wine. Mobile messaging, like SMS and RCS, is also a quick and effective way to grab young consumers’ attention. Or even building a mobile app or Progressive Web App (PWA) where they can find store locations, access exclusive deals, and learn more about the winery.
Consumers’ values are also shifting and they strive to be “conscious consumers”. Therefore, they want to know their wine is coming from sustainable sources. This is also leading to consumers valuing transparency. Using mobile to help consumers understand how their wine is produced, where it came from, and anything else they need to know about the production is a simple way to meet their values.
Create Digital Experiences
I know you are probably tired of hearing the phrase “digital experiences” thanks to COVID-19, but hear me out. Buyers are not going to tasting rooms or visiting vineyards like they used to, and that trend has only accelerated through 2020. Therefore, wineries need to start thinking about how they can bring these experiences to the consumers. The best way to do this? Move them online. By creating digital tasting rooms, more consumers will be able to access them and you can geographically expand your audience.
However, not all digital experiences have to be complex. For example, a simple interactive mobile tool that consumers can use to identify their wine preferences or what kind of wine they should purchase. This tool could ask questions about what kind of flavors they like and what their smell preferences are to create a curated list of wines that match their palette. This is just one easy way to move in-person sommelier experiences online.
Make Buying Easier
Lastly, embracing digital and mobile practices will make buying wine easier for everyone. Consumers are looking for wine to be more available to everyone, rather than exclusive. Bringing the wine industry onto digital platforms is a great way to increase accessibility and make it easier for consumers to buy and experience. Using digital and mobile marketing tactics also lets you use data to personalize the buying experience to each customer, which makes it faster to buy and also presents an opportunity to build closer relationships with customers.