5 Clicks or Less – The Rise of Mobile Commerce for the Wine Industry

Quick! Take out your phone and buy something with it.

 

Now might be a good time to ask if you’ve ever bought anything using your smart phone outside of the Apple iTunes ecosystem.  Currently, mobile shopping carts are seeing an abandonment rate over 99% across all industries, not just wine. To be more precise, 99.8% of the time a person will leave a transaction on their mobile phone before completion. I didn’t do that well in math, but I’m pretty sure that’s bad.

The problem is nobody wants to sit around and type all their info into a mobile shopping cart as a first time user. And returning customers aren’t 100% sure their private information is going to be kept secure. These are the challenges mobile marketers are facing in 2011.

I scanned it, now what? (photo courtesy of André Ribeirinho from AVIN.cc)

The current state of mobile marketing in the wine industry has evolved to the point where QR codes are being used on bottles, on labels in wine shops and on marketing materials as a point of engagement.  That’s a step in the right direction, but the next step is where this strategy can fail.  Often times a QR code will redirect the user (or future customer) to the brand’s website, but that’s where it ends.  There’s nothing compelling about that for the user.  Especially if the site hasn’t even been optimized for a mobile phone.  Brands using QR codes effectively will see a big opportunity to scale up the number of brand touch points and will add something of value for the person who scanned the code.

Going into 2012 Bakas Media is focused squarely on mobile commerce with a mantra of “5 Clicks or Less”.  The key to successful mobile marketing is making the user do a little but get a lot.  We want a potential purchaser to accomplish what they want in less than five clicks on their phone whether it’s product information, social connections or a purchase.

We’re working with a winery we already feel has seen the future.  Portalupi Wines in Healdsburg has a beautifully designed mobile site with clean navigation and a 5-clicks-or-less check out procedure.  The site was designed and built by Napa’s 750 Group to be lightweight and compatible to any smart phone that has web browsing capability.  Other wineries with well designed mobile sites include Jordan Winery and Duckhorn.  If you’re reading this on your smart phone you can click the link for any of these wineries to see the sites live.  All three wineries have a well thought out interface to their web pages which is a better idea than creating an app.  Apps are limited to the device whereas a mobile optimized site can work on just about any smart phone with a web browser.

The biggest and best example of mobile site vs. app in the wine industry is wine.com who just released their mobile site today after realizing the wine.com iphone app couldn’t handle in-app purchases:

The real win on the Portalupi site is the ‘last mile’.  By adding the PressPay mobile payment option, visitors to the mobile site can purchase a bottle of wine in 5 clicks or less.  This is why we partnered with PressPay in 2011, because we believe having a solid mobile purchase option on all mobile sites is critical to just about everything we do going forward.  For us, it’s the biggest tool in our tool box.

Here’s how the PressPay 5-click check out looks on the Portalupi site:

click #1 Add to Cart

 

Click #2 Select Shipping State

 

Click #3 Confirm Information**

 

Click #4 Enter Security PIN then your purchase is completed

 

** According to Forrester Research, the #1 concern consumers have about mobile commerce is keeping their information secure.  In the past we’ve seen major brands like PayPal and SONY getting hacked and millions of users private info has been compromised. What PressPay did is take a different approach to security.  Instead of each user uploading their banking and shipping information to a server, the information is kept only on the phone.  That’s a subtle yet powerful difference in keeping consumer data safe.  We think it’s a game changer.

 

The Future Is Here

The most ideal scenario for the wine industry is one where a wine lover makes a purchase as they’re enjoying the wine. Wine is so tactile and unique in its experience that it’s valuable to tap into the real time experience as it’s happening.  Imagine a world where 4 people are enjoying a bottle of wine and conversation together.  Two out of those four people really like the taste of the wine and would like to buy a bottle.  If they could take their phone out, scan a QR code (or photograph the bottle) and buy the wine right there on the spot in five clicks or less that is POWERFUL.  Each bottle of wine could create exponential secondary purchase opportunities.

And that my friends, is how you scale your mobile commerce strategy.

7 Responses to “5 Clicks or Less – The Rise of Mobile Commerce for the Wine Industry”

  1. November 16, 2011 at 12:37 am, SUSAN J SPAULDING said:

    Mobile is the new gold these days! That’s why Apple and Google are fighting over Android and iOS. And why Apple and Samsung have so many lawsuits against each other across the globe!! It’s the new way these companies can rise above and succeed! I do love my first and second iPhone! Loved your article! I do like learning about new apps but will soon need a new iPhone that has bigger storage capability!
    Thanks Rick!!!

    Reply

  2. November 16, 2011 at 12:49 am, Mike Weber said:

    Right on Rick! Lots of value in here… we feel behind on mobile as we haven’t done much there yet but we’re kicking off 2012 with an investment in the space.

    Personally, I haven’t purchased anything on my mobile (beyond iTunes/apps) and thus I’ve had this worldview that not many do it. However, I’ve seen enough headlines and articles to know I’m on the other side :)

    Reply

  3. November 16, 2011 at 1:18 am, Jeff said:

    “Going into 2012 Bakas Media is focused squarely on mobile commerce with a mantra of “5 Clicks or Less”.

    Then, you’ll be focused squarely on this market in 2013, 2014, and 2015 as well.

    The wine business is, at best, the late majority in the technology adoption model, particularly as it relates to hard investment. Perhaps, the early majority when it comes to reasonably non-technical and inexpensive engagement like QRs (which I would argue are going to sunset in interest and viability in 9 mos. anyways).

    Godspeed on the quest, though. Somebody needs to be a mobile expert in the realm of wine and it might as well be you.

    Reply

  4. November 16, 2011 at 7:18 pm, Kathryn Nudelman said:

    Thanks for this, Rick! Already polling our folks and no surprise, they’d buy a lot more wine online – mobile or otherwise – if it were easier.

    Reply

  5. November 16, 2011 at 11:51 pm, Patrick said:

    Thank you Rick. We too believe that mobile is the future. That is why we launched Hong Kong’s first full feature wine app for the Chinese to learn more about wine and purchase special offers right from the phone. From our time here in Hong Kong, we have realized that the US is a bit more advanced when it comes to apps and how consumers use them. The chinese are more web focused not mobile when it comes to commerce. http://www.nupayus.com/mywinecard.htm

    Reply

  6. November 22, 2011 at 1:07 am, Carrie said:

    “The most ideal scenario for the wine industry is one where a wine lover makes a purchase as they’re enjoying the wine.” LOVE this, and it seems your latest app technology will have a huge positive impact here. Best of luck!

    Reply

  7. November 29, 2011 at 8:14 pm, Portalupi Winery and Mobile CommerceBakas Media said:

    [...] easily get real time information about their wines anywhere, any time and make mobile purchases in 5 clicks or less. #dd_ajax_float{ background:none repeat scroll 0 0 #FFFFFF; border:1px solid #DDDDDD; float:left; [...]

    Reply

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