This past summer, like summers before, our staff took a holiday together to the Okanagan Wine Region. We rented a van, had a designated driver, and toured a number of wineries before ending up at a house boat on the Shuswap.
Here's the thing. I know I bought a couple of cases of wine on the trip. I know I tasted some great wine. I know I had some great experiences in several tasting rooms. But now, three months later, not only can I not remember the specific wines I tasted, I can’t even remember all the tasting rooms I visited. I'm sure several tasting rooms handed me a paper sheet on the flight of wines I tried, but those are long gone too.
Tasting rooms are a great place for a winery to engage a visitor - but if you want to create a relationship with someone from out of town, you have to continue to reach out to visitors beyond the tasting room. 'Shameless Vin65 plug coming...' Today we launched our Tasting Room iPad Application. iPads are fun... infectious in fact. So what if I pick up an iPad in the Tasting Room? What if I entered my email address, and as I tasted a flight of wine went through and rated each wine? I even "favorite" a couple. Afterwards, when I get home, I receive an email thanking me for my visit and reminding me of the wine I liked.
There are a lot of ways to engage the out of town visitor after you have their email address and some knowledge of the wines they like. From a simple email thanking them for their visit, to an email "Remember the wine you marked as 5 star - we have it on sale", are both great customer service and sales strategies.
The iPad isn't a replacement for tasting room staff (technology will never replace the personal experience), but it is a tool to assist in building the valuable relationship with your customers to increase your profits.
If you have a chance, we would love to know your thoughts on the iPad in the tasting room. Leave a comment below or send me an email.