From the moment a customer clicks ‘add to cart’ to the second the wine arrives at their doorstep, it can be challenging to have your brand felt throughout the buying process. In this webinar, Wineshipping and WineGlass Marketing shared how customer expectations are changing, why branding during the shipping process matters more than ever, and best practices to deliver an unmatched experience during the shipping process.

Consumer Expectations are Evolving

Consumers today are more tech-savvy and have the expectation that they’ll receive an Amazon-like experience during the shipping process, including real-time updates and shipping visibility. Consumers want to feel as though their package was wrapped up, shipped, and delivered by you. However, since most wineries utilize generic carrier notifications, the brand experience can be lost. Take back control of your brand’s experience during the shipping process with customized, branded shipping notifications that drive customer loyalty, revenue, and engagement.

Here’s the reality:

• 68% of consumers expect delivery within three days.
• 71% of consumers expect personalization when purchasing and 76% are frustrated when it’s missing.
• 86% of Americans believe visibility between the brand and consumer is incredibly important.
• 90% of consumers want SMS communication from brands they buy from, but fewer than 10% of US wineries use SMS.
• 25% of revenue can be attributed back to automated emails.

When shipping communication is done right, click rates can increase as much as 88%, bounce rates can decrease by 21%, and conversions can skyrocket to 56%.

Best Practices

To meet and exceed your customer’s expectations and have the best outcomes, make sure your communications include:

• Your winery’s contact information and branding
• Relevant content or referral programs for your customer to view while waiting for their package.
• Messaging that thanks and celebrates the customer.
• Automated Emails: In order to keep your customers informed about what to expect in their much-anticipated shipment, we recommend sending automatic emails when the following carrier scans are detected: In Transit, Failed Attempt, Out for Delivery, and Exception. Be sure these follow the 80/20 rule: 80% of the email’s content relates to the buyer’s action and the remaining 20% is used for upselling or cross-selling.
• Texts: Implement SMS notifications with a provider that allows for two-way conversations from your winery’s number so that you can offer a human-to-human connection. If you’re just getting started, consider sending a text when the package is out for delivery.
• A link to a branded tracking page instead of a generic one.

With any of these, test your messaging regularly to achieve the best conversion rates and ensure your notifications avoid the dreaded spam folder.

Achieve the Branded Experience with Wineshipping’s Premium Tracking

The statistics speak for themselves. But how can you effectively implement a branded experience that not only satisfies your consumers but also keeps them coming back for more?

Wineshipping’s Premium Tracking tools deliver your brand experience through a powerful and well-rounded interface:

Fully Customizable

• Automatic emails at key carrier events of your choosing
• Tracking pages branded to your company’s specifications
• Order flows based on club or daily orders, state, and more
• Ability to capture reviews from your customers

SMS

• Standard SMS – one-way communication
• RedChirp Integration – two-way communication from your winery’s number

Powerful Insights

• First-time delivery rate
• Open and click rates of shipping notifications
• Carrier performance

Wineshipping clients have the opportunity to take advantage of all that Premium Tracking has to offer, helping them elevate their delivery experience with seemingly endless customization options. We invite clients to contact their account manager to learn more on how to configure their shipping notification experience. For those who want to have the customization done for them, we’ve partnered with WineGlass Marketing to offer customization packages that are sure to delight your customers and deliver your brand experience in the best way possible. Check out the customization packages here.

At the end of the day, you’re not just shipping wine…you’re shipping an experience. Emailing and texting your buyers throughout the entire shipping and delivery process celebrates them and strengthens their loyalty to your brand.

Check out detailed examples and see actionable ways you can delight your customers by viewing the full webinar recording here.

Our Commitment to Excellence Makes the Difference

Wine shipping is what we do. It is all we do. In fact, that’s how we got our name. We are passionate about providing you and your customers with the best service available, offering the most innovative and comprehensive technology with unparalleled client care.

Contact us today to see how a partnership with Wineshipping can benefit you!

Premium Tracking shipping