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.