(*note that only wineries with complete and accurate data for 2019 and 2020 are included)
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Community Benchmark Member Spotlight
Oliver Esparham General Manager at Law Estate Wines
What is your favorite wine business metric and why?
That is a tough question, but if I was forced to pick one, its’ customer retention. If the customers continue to visit, purchase and interact with you, you are doing it right from start to finish.
What is a unique management challenge you’re facing right now and how are you dealing with it?
We have experienced an unprecedented growth in both DTC winery customers, visitors and DTC e-commerce sales, and cannot keep up in terms of the hiring of additional staff to meet this surge in demand. Finding efficiencies in our communications and organization of responsibilities, as well as the automation in our reporting is helping carve out that extra slice of time in the day, which allows us take a little extra time that is needed in finding the right personnel.
What have you learned so far from Community Benchmark Insights and has that or how has it been valuable to you?
With erratic swings this year in terms of traffic and consumer spending, the True Trend metric across all channels has removed the blindfold, allowing us to see exactly what is going on at a macro and micro level for the industry and its customers. In being able to identify commerce channel growth in our segment of wineries, has not only allowed us to quickly identify our growth opportunities, but it has allowed us to apply accurate forecasted ROIs and understand where the low hanging fruit is, and what some of the opportunity costs are.
What is your favorite wine / food pairing?
An acid driven, white Rhone varietal blend with prosciutto wrapped melon
Parting thought for the month?
Hustle and dedication keeps the door open for luck.