Why asking “How do you want to buy wine?” changes everything for you
“What do you want to buy?” might be costing you sales because it assumes consumers know their wine preferences. In reality, many feel overwhelmed or uncertain when faced with large selections in-store or online.
Faced with unfamiliar labels and terminology, they often default to familiar brands or the lowest prices, missing opportunities for discovery.
Shifting the question to “How do you want to buy?” opens vast new possibilities for wine retailers to acquire and retain customers, build loyalty, and increase sales. This approach meets consumer preferences in purchasing channels, payment methods, social buying, and packaging.
Offering group purchases and shared payments encourages social engagement and provides valuable customer data. Online shops and apps using AI-driven recommendations capture tastes and buying behaviors, enabling personalized marketing that deepens connections.
Flexible payment options, such as buy-now-pay-later or digital wallets, reduce friction and open wine purchasing to new audiences, boosting conversion rates. Packaging innovations such as single-serve bottles, cans, mini bottles, and curated bundles can reduce risk and encourage trials and repeat purchases.
Subscription models and curated wine clubs generate predictable revenue streams and deepen emotional connections with customers. Hosting virtual or in-store tastings fosters personal connections that drive loyalty and repeat visits.
Practical Retail Strategies to Grow Databases, Loyalty, and Sales
Here are examples to inspire you to acquire and retain more customers by giving them answers to how they want to buy wine:
Want some inspiration from retailers? Here are a number of examples for your consideration that will wow consumers, and help you to acquire and retain more customers in a highly competitive market.
Implement group buying options with social sharing to attract customers and gather referrals. Example: The Salusbury Winestore in London enables consumers to buy wine together in real-time, generating incremental sales for the retailer.
Use online and app platforms with AI recommendations to collect and use data on tastes and buying patterns. Example: The Wine Society offers personalized wine suggestions based on individual preferences.
Add flexible payment methods such as split payments and subscription billing. Example: Virgin Wines adopted multiple payment options aligned to evolving consumer habits.
Launch subscription and curated wine clubs for personalized selections and recurring revenue. Example: Majestic Wine’s curated clubs promote repeat purchases through tailored offerings.
Provide diverse packaging options like single serves and mix-and-match packs to encourage exploration. Example: Humble Grape offers single-serve bottles and bundles that cater to everyday occasions.
Host virtual or in-store tastings and events to deepen customer engagement. Example: Tanners Wine Merchants run tastings that build community and brand connection.
Deploy loyalty programs that reward purchases across channels and foster repeat business. Example: Marks & Spencer complements its wine range with loyalty incentives to retain customers.
Leverage customer data for targeted email marketing and promotions. Example: Honest Grapes uses purchase and subscription data to personalize marketing campaigns.
Offer exclusive early access or special bundles to loyalty members to increase engagement. Example: Carringtons Wines offers members access to special selections and limited editions.
Provide convenient pickup, delivery, and returns to meet modern consumer expectations. Example: WoodWinters combines online ordering with flexible delivery options for improved convenience.
Moving beyond product selection to reimagine the buying journey is essential for wine retailers and wineries to win consumers’ hearts, minds, and wallets. It all starts by asking, “How would my customers like to buy wine today?”