Sure it’s easy to bemoan the damage the the web and mobile retail can – and probably are – doing to your retail wine business. But it doesn’t have to be that way. [level-members]
Yes, the more connected world we live in means there’s more competition. There’s also more price transparency and much more information available to consumers than ever before.
That presents problems for you as a retailer – we’ll get to those in a moment – but it also makes your job easier. At least the sales part of your job. That’s because these more well-informed consumers have already decided what they want. They don’t need you to convince them.
That’s not to say that there aren’t a great many people who will show up in your shop looking for advice on a particular type of wine or help finding a wine to pair with a new meal.
But in either case, it’s your marketing that’s going to help you compete. If you can establish yourself and your shop as a reliable, trustworthy, and informative source, you will attract both types of customers. You won’t have to educate them, but you will have to provide them with the retail experience they crave.
Also, the rise of mobile and the web is good news in other ways: some 42% of consumers have never shopped on mobile. They use mobile tools for research and discovery and then venture in to retail shops for final guidance and to make the purchase. This has online retailers doing what you’ve already done: opening physical retail locations. You can read more about this trend here on the Luxury Daily website.