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February 4th, 2021.
Capturing email addresses in the tasting room is one of the most successful ways to promote future ecommerce sales, but it does provide a point of friction in the sales process.
Commerce7 has worked with its preferred payment gateway to retrieve the email address of the guest from a global database of emails based on the credit card being used. During the payment process, after a guest pays with an integrated EMV device, Commerce7 will show a suggested email address to the sales associate.
New to the Commerce7 Platform - The Email Finder is a simple and effective way for wineries to locate guests' emails in the tasting room so that they can focus on retargeting visitors and drive repeat purchases.
"Capturing emails in the tasting room for a new guest has always put the onus on the winery staff to ask for an email. We’ve seen POS solutions like Square shift that process so that after one merchant has captured the email, the other merchants benefit. We reached out to our payment gateway provider and were excited when opted to work with us on this feature,” says Andrew Kamphuis, President of Commerce7.
For Commerce7 clients, the Email Finder is able to automatically search for a guest’s email once they make a purchase to capture information up front, eliminating the hassle of having to ask or search for it manually. This gives wineries the opportunity to capitalize on their investment, remarket to guests once they’ve gone home, and turn them into a repeat buyer or a club member, and can grow their lifetime value.
There is a lot of time, energy, and money that gets invested in creating a great experience for guests in the tasting room, but without an email, wineries aren’t able to follow up with their visitors and continue that experience online.
After dissecting the data presented in Commerce7’s Annual Report. The impact that capturing email addresses had on wineries’ online sales was hard to ignore. For the top 10 wineries using Commerce7, for every dollar sold in the tasting room, they sold 78 cents online. Compared to the bottom 10 wineries, who sold 13 cents online for every dollar sold in the tasting room. Wineries that are able to collect guest’s email addresses are more successful in selling wine online.
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Commerce7 is a DTC platform focused on providing customer-centric commerce solutions to the wine industry. Innovative features such as being 100% API based, their personalization engine, and modern ecommerce and club solutions has made it the platform of choice for wineries looking for a more modern solution. Regardless of size, all clients on the Commerce7 platform have access to the entire suite of products and all features and functionality. For more information, visit www.commerce7.com.
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