In the past, consumers bought their drinks (wines, beers and spirits) mainly from a physical store; today, they prefer to order them online. Their new habit pushes different brands to have a website. Precisely, should you have your online store?
New customer habits
Brands are currently obliged to have a website both because of technological developments and the current context. Indeed, with the arrival of the Covid and the closure of physical stores, online stores have become serious alternatives.
Some brands have already launched since 2020. According to the survey by the Xerfi institute in 2020, online sales have increased by 22%. This growth should continue, even beyond the Covid.
The development of e-commerce results from changes in consumer behavior. Instead of going to a store, they prefer to order online. In this case, they use online delivery services.
In addition, because of confinement, consumers are shaking up old habits. As they cannot go to bars, they favor “home-drinking”. Some even create new concepts, such as “virtual happy hours”. These are private events that are organized on social networks, such as Facebook, Whatsapp…
The increasingly competitive environment
Certainly, e-commerce is experiencing strong growth. More and more general distributors are selling online and now offer online sales of wines and spirits. But also, physical wine merchants have also gone digital.
Thus, the environment is becoming more and more competitive, without experiencing a real revolution.
Indeed, if online sales are developing, today the growth remains less strong than for other sectors of activity. Indeed, the cost of delivery is still very high, except to consume large quantities of wine.
So in this competitive environment, you have to be more innovative to stand out on the web.
Digital, a real opportunity?
Thanks to a website, distributors and producers can offer their customers a sale of wines and spirits in a way:
- fast ;
- efficient, insofar as you can offer your customers a choice;
- over extended time slots (including evenings and weekends).
However, beware of hidden costs: having a site is an initial investment but it is not enough to sell. Indeed, as with any physical store, once open, you have to communicate: Internet users will not come to you on their own. It is therefore necessary to plan a budget to work on your referencing, your communication on social networks, your emailing communication and why not a budget for paid advertising.
So yes, having an e-commerce site is a new opportunity, but like any opportunity, you have to estimate the return on investment: and that will depend on the turnover and the margin you expect to make on this new channel.
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