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Capture Emails in the Tasting Room to Generate More Revenue

Commerce7 Teamclock 3 min

Jan 6, 2022

Great tasting room staff obsess over every detail related to customer experience. The hours that the tasting room team spends obsessing over details, service, and customer satisfaction drive sales. They make customers feel appreciated and like they’ve experienced something special. A good tasting room experience should make a customer feel like they want to extend their relationship with your brand beyond that initial visit. You’ve likely already succeeded in creating this kind of experience for your tasting room. But are you truly giving customers the full opportunity to create a meaningful relationship with your winery? What happens after the customer leaves your physical tasting room? Regardless of how great the tasting room experience was if you didn’t capture that guests' contact information your team is leaving money on the table.  

Tasting room sign

Capture Email Addresses and Turn Tasting Room Visitors into Lifelong Customers

Capturing a tasting room visitor's email address is one of the easiest and most impactful ways to capitalize on their great tasting room experience. When you capture a guest's email, you can remarket to them after they’ve gone home and proactively continue the relationship. They may have gone home to a different city, state, or even country and visiting your tasting room again may not be feasible in the future. If you have their contact information, regardless of where they went home, you can proactively nurture the relationship by remarketing to them and encouraging them to buy from you online. We’ve seen how impactful email address capture can be here at Commerce7. Last year the impact of collecting email addresses in the tasting room was significant:

  • The 10 wineries on Commerce7 with the highest email capture rate sold 78 cents online for every dollar sold in the tasting room. 
  • The 10 wineries on Commerce7 with the lowest email capture rate sold 13 cents online for every dollar sold in the tasting room. 

Wineries that are able to collect guests’ email addresses are more successful in selling wine online. Your staff have already gone to great lengths to build tasting room experiences. Capturing an email address lets you build on that work. 

How to Capture More Email Addresses

The wineries winning with email capture all have one thing in common - they all put in the time to help their tasting room staff understand the value of capturing an email address. Helping your staff understand that capturing emails has a meaningful impact on the customer’s relationship with the winery as well as the winery’s tasting room, club and online sales is essential to ensuring that emails are captured. If your staff don’t understand, they may not have the context to fully appreciate how vital email capture is and may not ask. If they don’t ask, you don’t get the email. If you don’t get the email, you’re leaving money on the table.

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