70% of wine shoppers are uncomfortable selecting wine.
Wine is actually a higher risk purchase than almost every other product. Since shoppers are often buying a wine they have not had before, there is risk that they will not like it and therefore have wasted their money and wasted an opportunity to enjoy a bottle of wine!
More importantly, as wine is often shared with friends or family, there is the risk of “blowing it” – purchasing a wine that the guests do not care for or that does not match the meal. Whoever brings the wine has an opportunity to be a hero or a loser!
Retailers who can increase shoppers’ confidence in their purchases will enjoy customer loyalty.
Author: Louis Lamoureux – CEO, BuyersVine. louis@buyersvine.com