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Slides from a presentation given at Vancouver Playhouse International Wine Festival in April 2011. Uses data from published study (download info in slides) on consumer influences on wine purchases plus extra material from other customer surveys done in our store.
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It’s All About Trust
Who & What Influences Consumer Wine Purchases
Paul RickettVPIWF, April 1 2011
Annual Customer Survey
• 4th annual survey• 2 pages in 2010, most on first
page• Mix of standard and unique
questions each year• 2010 Focus – Influence and BC
wine • Results statistically accurate
for our store +/-10%• 52/48% male/female response• Respondents buy 10K btls wine
each year/drink 1.3 btls p.w.
“When it comes to wine, I tell people to throw away the vintage charts and invest in a corkscrew. The best way to learn about wine is the drinking.” --- Alexis Lichine
The Challenge is...
Getting consumers to move beyond their ‘default’ brand or type of wine
Propensity to try something new varies by gender and age
Females 2:1Males 4:1Age group 26-40 8:1
Source: BIBWS customer survey 2008
So who influences what those ‘Experimenters’ buy?
Major Influences
Trusted Staff Friends & Family Store Signage Bottle Labels Restaurants Other store staff Canadian Press US Press Ind. Bloggers
Who/What influences a Customer to buy wine for the first time
People Use Multiple Influences...
1 2 3 4 5 6 7 8 90
5
10
15
20
25
30
Respondents
# of Influences marked as Important
...Some are more frequent than others
SunProvinceGeorgia Straight
33% Use local Press
91% Use trusted store staff& FF
61% Use other store staff
Influences work differently ...
US Press
Other store staff
Restaurants
Friends & Family
Trusted Staff
Ind. Bloggers
Store Signage
Canadian Press
Bottle Labels
-40% -30% -20% -10% 0% 10% 20% 30%
By Gender
Female
Male
Female
Male
Trusted Store Staff
Canadian Press
US Press
Store Signage
Friends & Family
Ind. Bloggers
Other store staff
Bottle Labels
Restaurants
-40% -30% -20% -10% 0% 10% 20% 30% 40%
Over 40 yearsUnder
40 years
<----Relative Strength of Influence vs Opposing Segment---->
By Age
...from every angle
Bottle Labels
Store Signage
Canadian Press
Trusted Store Staff
Ind. Bloggers
Friends & Family
Restaurants
US Press
Other store staff
-20% -10% 0% 10% 20% 30% 40% 50%
By Weekly Volume Purchased
Low Volume Buyers(2 or Less per week)HV
(3+ p.w)
<----Relative Strength of Influence vs Opposing Segment---->
Ind. BloggersRestaurants
Store SignageUS Press
Canadian PressTrusted Store Staff
Other store staffBottle Labels
Friends & Family
-100% -80% -60% -40% -20% 0% 20% 40% 60% 80%
By Price Point – low buyer vs high buyer
Over C$20
Under C$15
Influence increases nearer Point of Purchase (POP)
Influence at P.O.P.
?
Today
Future
Changing Influences
A Validating Postscript
You can pay £1300…Wine consumers wary of blogger recommendations, according to research Independent bloggers are one of the least trusted wine information sources in the UK, USA and France, according to research published today, despite the growing importance of the Internet as a source of information about wine. Data published in the new Wine Intelligence Internet and Social Media report series shows that 1 in 5 regular wine drinkers in the UK trust what independent bloggers say about a wine, compared with the 50%+ who trust what they hear over the counter in a wine merchant. Trust levels for blogger recommendations are similarly low in the USA, while 80% of US regular wine drinkers say they trust what their local wine merchant recommends. The French are even more sceptical, with only 10% of wine drinkers seeing independent bloggers as a trusted source.Wine Intelligence Ltd. Report 25/1/11 http://www.wineintelligence.com/wp-content/uploads/Social-media-Press-release-25-01-11.pdf
