The marriage between online and wine is a harmonious one, consumers have the ability to shop around at their own leisure and order what they desire. However, even the experienced wine connoisseur can come unstuck with what drop to try next. Individuals working the socials within a winery aren’t available 24/7, so what if there was a way to communicate with a vineyard in the Barossa Valley after hours?
This is where a chatbot can be a lifesaver.
In this article, we are going to discuss in greater detail what chatbots are and the benefits of having this system in place for a business in the wine industry.
What are Chatbots
Chatbots are a form of artificial intelligence software that simulates and processes conversations from consumers, whether written or spoken. This allows individuals to interact with a business as if they were speaking to an actual person.
It’s an excellent piece of software as it allows a business to have round the clock customer service. Beneficial for customers who have inquiries about a product or service which are outside of regular working hours.
There is a real opportunity for those in the wine industry to get the best out of having a chatbot system implemented for their business. We’ve found four areas within a wine business where a chatbot could provide an increase in traffic online or in the winery itself.
The cellar door or aptly named tasting room is an important area of any winery. This enables consumers to spend significant time within the facilities, sampling a variety of different wines and foods. A chatbot that is tailored to a service like this has several benefits, creating an easy communication line between business and consumer.
The chatbot would be able to consumers’ basic information about the tasting room, what time it’s open, where it is and how to get there. Having notifications about up coming events with an included sign up or encouraging consumers to book an event at the cellar door itself. This is similar to emailing but is 10 times more successful.
Personalised Wine Club
In certain industries, we see membership packages offered to consumers of particular products. This enables a sort of customer loyalty and will entice them to shop more with a specific brand. Businesses within the wine industry can have a chatbot specialising in responding to members.
The chatbot can be responsible for providing advertisements to members for the latest sales and upcoming events. Members could also have special requests on certain products answered by staff.
Increasing Online Sales
We all want to increase our online sales and having a chatbot for this section is really important. A chatbot tailored to sales can be a game changer for you and your customers. A consumer who might have an inquiry of what wine to drink with a particular dish for example. The chatbot can provide a solution and pick the type of wine which the consumer should lean towards selecting.
The frustration of having a consumer prepare to purchase a product yet opting abandon the cart. With a chatbot, it can follow up the abandoned cart with that consumer automatically through Facebook. Much like a reminder or notification on a user’s phone, it can help entice the customer back to purchase those items.
With chatbots in this form, you are more likely to have higher open rates than sending an email.
Wineries provides some excellent backdrops for significant moments, whether it’s an event like a wedding or a milestone birthday. Customers with those events in mind are looking for as much information to compare different venues. Mostly they are looking to minimise staff interaction.
The chatbot itself would be used in a way which showcases as much information as the customer desires. Showcase images or video of the facilities, giving the customer an idea of what to expect.
For customer interaction with the chatbot, ensure to prequalify all leads and have staff follow up on their inquiry.
There are a number of key pieces of information which should be included:
- Number of guests
- Rules of the establishment
- What packages are available
Essentially anything that makes it easier for the consumer should be on full display. It could be the difference between them picking your winery or elsewhere.
Chatbots Impact on the wine industry
Chatbots has shown to be a significant player within the wine industry, and there are several examples of businesses who have succeeded in implementing the software. Here are a couple of businesses that have operational chatbots and have successfully increased their traffic.
Monty is a progressive chatbot which has been developed to improve its functionality and knowledge with each conversation it has. The chatbot itself is not only found on Facebook Messenger, but also has its own app. Monty’s objective is to help consumers select the right drop to go with a particular meal. If the consumer is pleased with the recommendation, they are able to purchase that wine and get it delivered to their door.
Lidl is a German international supermarket chain which has over 10,000 stores across Europe and the United States. They too created a chatbot to improve their interactions with customers. In fact, they’ve created a separate chatbot specifically for their wine section.
When a customer asks a particular question, there are four different areas the chatbot could take you based on the keywords entered. Like Monty, Lidl’s “wine bot” can offer tips for food pairing and finding a particular drop, while offering a quiz and a section for frequently asked questions.
Ghost Wines is an ambitious business specialising in producing and selling premium wine online. The draw towards the South Australian based producer is the specialised temperature sensitive labels. When the Ghost behind the text turns pink, the wine is ready to drink.
At Digital Marketing Tribe, we created and developed a chatbot for Ghost Wines to help grow their business. When creating a chatbot for Ghost Wines, we were able to:
- Boosting engagements with their customer base;
- Getting more conversions from leads;
- Increasing sales
It’s increasingly clear that chatbots and the wine industry are the perfect pairing.
In the digital age, it is more apparent than ever that businesses are a 24/7 convenience service. With consumers being able to buy what they want when they want. Having chatbots installed for your business can have a strong impact on customer satisfaction, the better the interaction the more likely they will return. This is certainly the case within the wine industry, a chatbot which can help make educated suggestions and provide special offers. It makes the business more dynamic in their digital marketing approach all while improving customer interactions.