不仅仅是葡萄酒：客户满意度如何塑造客户忠诚度.pdf

1、Delivering More Than Wine:How Fulfillment Shapes Customer LoyaltyAlison GalliganWineDirect FulfillmentJessica LukeJackson Family WinesOliver EsparhamLaw Estate WinesVineyardWest Paso Robles CA.15 Miles from the Pacific CoastPlanted in 2007,ranging from 1,600 to 2,000 feet in elevation86 acres plante

2、d to Rhone,Bordeaux and Spanish VarietiesSteep Limestone Slopes with some of the highest Calcium Carbonate Soils in the worldWinemakingOrganically Farmed and Hand Crafted Estate WinesPending Vintage 8,000-10,000 cases produced annuallyGravity Flow Production.2-3 years in oak,1-1.5 years in bottle pr

3、ior to releaseBetween 9-12 wines/skus produced every vintageMembership6,000 Active Members99%DTC,less than 1%in WholesaleBi-Annual Release,over 7,500 shipments annually$90-$150/btl,with a 14-26 Month Waitlist for membershipF A M I L Y-O W N E D S I N C E 1 9 8 21Fulfillment as an Extension of your B

4、randFulfillment is the“last mile of hospitality”for usFulfillment is one of the most frequent interactions for existing members.Accuracy,timing,and all friction points eliminated.The necessity of continuity at our brand caliber.Each shipment is a continuation from their last experience with us.Custo

5、mized shippers,inserts and collateral based on where they are at in their journey with us.Fulfillment and BrandingMemorable Branding in FulfillmentAllocation ExcellenceModeling Out Of NecessityEarly Allocation Model 2013-2016(No btl limits)High sell out rate/low retention rate.Minimal mktgper ttl bt

6、ls sold per member.Members inundated with btls without a story behind the value of continuity across vintages.Wine Club Model 2017-2020(6btl/12btl Minimums)While btls were reserved and saw improved retention rates,still left with no inventory to continue relationship marketingScarcity without access