Why dont wine brands use mobile applications
Why don’t wine brands use mobile applications
I’ve always wondered why don’t wine brands use mobile applications. From a strategic point of view it makes complete sense, maybe then it’s the marketing departments at the brands that are missing the trick!
Mobile applications have become part of our day to day lifestyles, we use them to make calls on our handsets like the iPhone and Samsung phones, infact most smartphones use apps and so do all the tablets.
“The global smartphone audience surpassed the 1 billion mark in 2012 and will total 1.75 billion in 2014. eMarketer expects smartphone adoption to continue on a fast-paced trajectory through 2017,” -eMarketer
That puts smartphone growth at around 175,000,000 new users per year and the average age group will only be getting younger equating to the prospective new purchasers of wine worldwide year on year.
The domestic market here in the UK is the 6th biggest consumer of wine in the world, despite falling sales (harpers.co.uk) but pick up of sales will be driven by wine consumers coming of age and becoming semi-educated around “red meat and red wine and white meat and white wine” however basic but agreeable that may seem.
Therein lies the trick, what most brands want to do is:
- Create Brand Familiarity & Awareness
- Develop Brand Education
- Increase Sales and Revenue
How does a mobile app help my wine brand?
In short, to create the brand familiarity you develop the mobile app that will talk to your current consumer base and what you want to do is:
- Tell the vineyard history (education)
- Talk about all wines produced and how you drink them (education)
- Make the transition between the range very easy and always show the wines flavour description
- Tie the information in the app to the bottles on your eCommerce site if you are a small producer or not, if you are a large producer distributing through the supermarket chains
Education in a market as big as the UK will be key to an increase in sales and revenue. Most consumers have favourite brands and will drink the wine grape in that brand but few will explore the full range, therefore, wine brands aren’t even educating their current consumers about the wider range and the flavours within that and where and when to drink them.
So, by having the app on the consumers mobile device, when going through the online or offline (in-store) buying process, your brand specific app will deliver all the education that the consumer needs at that time to help make or increase that purchase, and you can then learn each particular shopping or educational stop and offer them products based on that information.
Therefore making your wine brand mobile application a natural choice to develop the brand message and increase revenue.
Why should I not develop a mobile website?
Speed! Why would consumers open their mobile browser, type in the URL to the website and then find what they’re looking for by searching your mobile site when the app will simply open and provide the information in two clicks, taps or touches.
We all want relevant information and we all want it instantaneously, but the speed of information will win through over a long journey via your mobile website.
So with all this said, I’m still wondering why don’t wine brands use mobile applications?