Part One: Visitation — Three levers to increase tasting room sales
“How do I know what to focus on in my Tasting Room to increase our profitability?”
Great question! That’s exactly where Community Benchmark comes in. When you look at your numbers in comparison to your neighbors, you can get a true sense of what’s not only possible but what is actually happening right now in your community.
There are three main sales levers you can use today to increase your revenue: Visitors, Purchase Conversion, and Sales Per Purchase. In this article we are focusing on visitors.
According to the WISE (Wine Industry Sales Education) Academy, “there are three levers to pull to drive future results: get more visitors, get more wine purchase/wine club/email list conversions, and upping AOV (average order value). It is far easier to control what is happening within the four walls of your tasting room than it is to bring in more traffic.
After all, do you want to spend more resources to be seeing more guests and not selling to them, or do you want to have the guests who are already walking in join the club/mailing list, purchase wine, and spend more on each transaction? Use the trend information, and forecasting, to drive future results.
Understanding the data is half the battle, with focus and training, you can change future results.” Read more from the WISE academy to Getting the Guest Count Right – WISE Best Practices.
Community Benchmark bridges the gap to bring you trend information and benchmarking on visitation in your region. Below is the actual Napa visitation trend in 2018 to date as reported by our 52 participating wineries.
Stay tuned for the other two levers to increase your profitability: PURCHASE CONVERSION & SALES PER PURCHASE. As always, we welcome any feedback and thank you for being a part of our community!
– Team Community Benchmark
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Tags: Increasing sales