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The Online Wine Industry

The Online Wine Industry. Abhiroop Gandhi Sudhir Gopal Maximiliano Hernandez-Toso Raghu Kakumanu Eungsang Kim. The Value Chain and EC. B2C. B2B. B2B. B2B. 1 st Tier Domestic Wineries and importers that either produce or represent the producer. 2 nd Tier

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The Online Wine Industry

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  1. The Online Wine Industry Abhiroop Gandhi Sudhir Gopal Maximiliano Hernandez-Toso Raghu Kakumanu Eungsang Kim

  2. The Value Chain and EC B2C B2B B2B B2B 1st Tier Domestic Wineries and importers that either produce or represent the producer 2nd Tier Wholesalers purchase wines from domestic wineries and importers 3rd Tier Retailers, restaurants` Consumer Vine B2G Regulation Authorities E-commerce could be used at different points in the in the industry value chain. We will focus in B2C possibilities

  3. Buying wine online • Consumers sign up and enter their orders online with a winery • Purchase process: • log in • browse by wine category • select a basket of products • arrange for delivery • pay using a credit card

  4. A Sample Winery

  5. A Sample Winery (2)

  6. A Sample Winery (3)

  7. A Sample Signup Page

  8. A Sample Signup Page (2)

  9. Major Online Wine Sellers • Awinestore.com • Wine.com • Gourmet Market • K&L Wines • Internet Wines • Palmer Vineyards • Wines.com • Virtual Vineyards • WineShopper.com

  10. Value Proposition • Many items to choose from • Most orders shipped very quickly • Tracking numbers emailed back to you • Elegant shipping and packaging • Very competitive price • Product customization (you can design your own labels) • Offer advice on selecting the appropriate wines for and occasion

  11. Who are the customers? • Consumers • Individual Consumption • Gifts • Corporations (corporate gifts) • Retailers • Restaurants

  12. How do they attract customers? • Group affiliation • Word of mouth • Media advertising • Direct mail • Referrals

  13. Turning one-shot customers into repeat customers • Firms rely on excellent customer service to bring people back • Maintain an excellent product portfolio • Build brand image and credibility • Provide newsletters and updates on special offers by email • Encourage membership and clubs

  14. Policy Issues and Barriers to Entry • Because alcohol is a state-regulated product rather than a federally regulated one, there are basically 50 different sets of laws. The only common law among the states is that wine or any alcohol must travel via the three-tier distribution system— from producer to wholesaler to retailer— before it reaches the consumer. • Impending legislation may help strengthen the market for internet wine sales.

  15. “Legislation is the major barrier for the emergence of the Amazon.Com of wine” Conclusion

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