Repeat business is the holy grail in nearly all industries and wine shops are no different. Here’s one way to build it. [level-members]
Forget about trophy wines!
Sure, you should stock some truly great wines in your shop, no matter how small or how rare the sale, but your focus should be on the wines that will appeal to a dedicated following for daily drinking.
These are going to be your best customers. Selling a few cases to someone for the occasional party is great but those customers have lower lifetime value than the folks who enjoy a glass of wine with dinner every night.
Here’s Eric Asimov’s take on “everyday wines” in the Times. Ideas worth keeping in mind as you make decisins on what to stock and how to market what you’ve stocked. [/level-members]