Best Practices In Alcohol E-commerce Software Adoption
Learn how to effectively adopt e-commerce software for your alcohol brand with our guide covering selection, implementation, & optimization
As the holidays approach, expect an influx of gift purchases across the next few months — an annual event that’ll only be heightened by the post-COVID e-commerce shopping boom.
Even more so, broader delays in global supply chains are trickling down to affect availability and shipping for e-commerce brands across all segments. Our recommendation? Beat this year’s slowdown by getting a head start on your seasonal campaigns, promotions, and more.
We’ve laid out four steps below that every alcohol brand should take to beat the annual gift rush, while also maximizing the profitability and potential of this concentrated shopping period.
Step One: Time Blocking
First, you can start building out a major messaging campaign by looking ahead on your calendar and selecting key dates to lay out a time frame from early November up until Christmas.
Specifically, we recommend blocking out three primary phases for your campaign delivery.
Pre-Black Friday
By pushing messaging campaigns out as early as mid-November, you’re gearing folks up for the holiday season around the corner, as well as letting potential buyers know to keep an eye out for a promotion in the works.
More importantly, you’re setting your brand up to start the season on a strong note — and to not get caught unprepared by the sudden arrival of Thanksgiving crunchtime.
Thanksgiving & Late November
From Thanksgiving onward, particularly that first weekend including Black Friday, you’ll want to host and advertise some kind of actionable event, i.e. a special release or promotional discount, to jumpstart customers into their seasonal shopping cycles.
Cutoffs for Christmas
Finally, you’ll want to round out the season by selecting a cutoff date for placing new orders.
Seven to 10 days before December 25th is a safe bet for buyers to receive a bottle at their door by Christmas Day, and reminders should be sent out in the days leading up to this cutoff.
In terms of the broader time crunch that’s anticipated due to global supply chain slowdowns, you should emphasize the convenience of purchasing from a domestic brand paired with the reliability that you offer for a timely, safe delivery of your product.
Step Two: Spice Up Your Specials
Once you’ve laid the initial groundwork, it’s time to elevate your campaign by crafting it into something creative and exciting for the spirit of the season.
In other words, your buyer’s inbox may be flooded by holiday deals, but you can capture their attention and help them recognize the thoughtfulness through your core brand messaging.
For instance, Far North Spirits is offering a holiday two-pack for drinks that’ll warm you up in the colder months. Imagine a whiskey, rye, or bourbon for your spicy cocktail or mulled wine.
Ultimately, you’re working with the inventory you have and considering which themed products can play into people’s holiday spirit — even better if it’s in a bundle to boost your AOV.
On the other hand, this period offers a practical opportunity to look back at the year’s releases and offload any remaining inventory through a unique discount or exclusive holiday promo.
Step Three: Ramp Up Your Promotion Game
Next, consider the tactical logistics of your promotions. After all, it can be tricky to time promo launches, depending on whether your customer pool skews toward early or late gift grabbers.
There are two general approaches you can take: 1) offering enticing deals early on to preempt other sales or 2) holding off until late in the buyer’s window to pull the trigger on your promo.
The former can snag early shoppers, or at least convince late shoppers to try an early purchase, but could also lose its appeal by mid-December when fresher deals are dropping every day.
The latter can appeal to buyers who play the long game and wait it out for the most optimal deal, but can still ultimately result in you losing out on early or average shoppers.
Ultimately, there’s no gold-standard method and you’ll need to use your judgement depending on what aligns with your brand’s target demographic, metric goalposts, and even inventory.
For instance, returning to your campaign calendar, you can skew discounts away from marking down products and toward offering cheaper, faster shipping as Christmas creeps closer.
Step Four: Email Marketing On Deck
As we pointed out in our advice for email marketing, setting up your email flow so your comms can run seamlessly is a simple yet essential step of the process that’s easily overlooked.
We recommend starting with a quick info sweep: pull last year’s seasonal purchase data and make sure that customer cohort is consistently re-engaged early on.
In turn, your team won’t be stressed out and frantically attempt to piece together the perfect layout in MailChimp just a few days before Thanksgiving — which circles back to our larger point: the holidays are a time of year with promise of high ROI for your alcohol brand.
You can utilize this opportunity to the max by planning thoroughly and creatively, not stressfully executing a last minute, makeshift campaign.
If your brand has these moving parts staged within the first weeks of November, you should be ready to hook the earliest seasonal shoppers and take full advantage of the holiday rush.
Sit Back and Enjoy the Holidays!
Once you’ve got these steps locked in — a killer campaign calendar, creative promos, and ready-to-launch email marketing — you’ll be the one leading the holiday rush, not falling behind.
Whether your user base is composed of individuals shopping for friends and family or corporate customers with high-volume needs, Accelpay is the platform of choice for your alcohol brand.
To get access to our instant storefront setup and stress-free bulk ordering, get started here.
The meteoric rise of ecommerce has not spared the alcohol industry, presenting both opportunities and challenges. Adopting the right software is pivotal to navigating the digital landscape successfully. The right alcohol ecommerce platform software not only simplifies operations but also ensures compliance with legal requirements, thus acting as the backbone of online alcohol sales.
Identifying Business Needs
Evaluating Current Operations
Understanding the current operational landscape is the first step towards successful software adoption. By analyzing existing processes, beverage companies can identify bottlenecks and areas that require improvement. This analysis forms the basis for selecting software solutions that address the specific needs of the business, paving the way for enhanced efficiency and growth.
Setting Ecommerce Goals
Defining success metrics is crucial to measure the effectiveness of the ecommerce platform. Establishing both short-term and long-term objectives provides a roadmap for the implementation process. These goals also serve as a benchmark for evaluating the performance of the alcohol ecommerce software, ensuring that it aligns with the business’s overall objectives.
Selecting the Right Software
Features to Look For
The features of the software selected should cater to the unique needs of alcohol sales. Core features such as age verification, inventory management, and compliance monitoring are non-negotiable. They ensure that the platform operates within the legal framework while also providing a seamless customer experience. Moreover, good beverage inventory management software can significantly streamline operations and provide real-time insights into stock levels.
Comparing Software Providers
The reputation and reviews of software providers are indicators of their reliability and the quality of their products. Assessing the scalability and support provided is equally important to ensure that the software grows with the business. Engaging with providers who have a proven track record in the beverage industry can significantly smoothen the transition to a digital platform.
Implementation Process
Data Migration
Migrating data to the new system is a critical step in the implementation process. Preparing data for transfer and ensuring its accuracy post-migration is crucial for the integrity of the operations. Any inaccuracies in data can lead to operational challenges and affect the effectiveness of the alcohol brand management software.
Customization and Integration
Every business has its unique processes and requirements. Tailoring the software to meet these specific needs enhances its effectiveness. Additionally, integrating the new software with existing systems ensures a seamless flow of data across the organization, promoting better decision-making and operational efficiency.
Training and Support
Staff Training
The success of software adoption significantly hinges on the ability of the staff to use the software effectively. Scheduling training sessions for employees to acquaint them with the new system is essential. Additionally, providing resources for self-learning can empower staff to explore the software's features and utilize it to its full potential, thus streamlining the operations of alcohol sales tracking.
Ongoing Support
Post-implementation support is crucial to address any issues that may arise. Utilizing software support services offered by the provider and establishing an internal support system can ensure that any challenges encountered are resolved promptly. This ongoing support fosters a smooth transition and enhances the user experience, both internally and for the customers.
Compliance and Security
Ensuring Legal Compliance
The legal landscape of alcohol sales is intricate, and adhering to regional alcohol sale laws is paramount. The alcohol ecommerce platform software should have robust compliance monitoring features to help the business stay within the legal boundaries. Keeping up with compliance updates and ensuring the system is updated accordingly is crucial for avoiding legal ramifications.
Securing Customer Data
In an era where data breaches are common, implementing robust security measures to protect customer data is imperative. Additionally, educating staff on data protection practices can further bolster the security framework. Ensuring that the beverage digital marketing software adheres to data protection laws is fundamental for building trust with customers and protecting the brand's reputation.
Monitoring and Optimization
Performance Monitoring
Monitoring the performance of the ecommerce platform through analyzing sales and website traffic data provides invaluable insights. Evaluating customer satisfaction and understanding the impact of the platform on the business operations enables continuous optimization. This real-time performance monitoring is essential for making informed decisions and ensuring the platform continues to meet the business objectives.
Continuous Improvement
Collecting feedback from customers and staff can provide insights for improvements. Additionally, upgrading the software as needed to incorporate new features or to enhance security is vital for maintaining an efficient and safe ecommerce environment. The process of continuous improvement is a hallmark of a proactive approach to ensuring the software remains a valuable asset to the company.
The pathway to successful alcohol ecommerce software selecting hinges on a well-rounded approach encompassing identifying business needs, selecting the right software, effective implementation, staff training, and ongoing optimization. This post has provided a comprehensive overview of the best practices in software adoption. The encouragement is for beverage companies to embrace thorough preparation and continuous optimization as they venture into or enhance their digital sales channels. Through meticulous planning and a commitment to continuous improvement, the rewards of a well-structured ecommerce platform are manifold.
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Braxton Freeman
Grolsch
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