Catch up with WineDirect – Wine Industry Advisor


What’s new with the wine industry’s leading DTC solution?

WineDirect has announced the construction of the brand new WineDirect platform. But what does that really mean?

WineDirect is currently the only complete end-to-end solution serving the wine industry, providing wineries of all shapes and sizes with everything they need to develop and manage a successful direct-to-consumer (DTC) program. . This includes wine clubs, outlets, e-commerce and top fulfillment capabilities.

The all new WineDirect
The brand new WineDirect interface

“As outlined in our 2021 Direct Consumer Impact Report, the past few years have proven the growing importance of DTC channels to wineries. The industry has grown exponentially, even in the face of rapidly changing and challenging market conditions,” says Andrea Smalling, Director of Marketing at WineDirect.

WineDirect’s mission to be the winery champion

“We have worked tirelessly to ensure wineries have all the tools necessary to drive sales in this new environment,” says Smalling. “As we begin an exciting new chapter to become the ultimate DTC sales and marketing solution for all wineries, our goal is even higher as we continue to develop the best technology and support to improve the industry. some wine.”

The all-new WineDirect will bring together the best commerce solutions for wineries of all sizes with a reimagined all-in-one platform. “The new platform will combine modern technology and best-in-class partners with our years of DTC expertise to help wineries deliver the experiences that today’s wine buyers expect,” said Jim Agger, senior vice president of e-commerce. “It brings to life our mission to be the champion of The Winery.”

The all-new WineDirect will feature a new architecture, infrastructure and code that Agger believes will best enable the next generation of DTC tools and services for wineries.

“Our team is focused on creating modern experiences,” says Agger. “Beautiful in-store experiences, more marketing automation, better visibility across your entire business, and the most flexible and converting online store available. We’re also building powerful analytics, customizations through APIs flexible and third-party apps, plus a list of top-tier integrated partners to help sell in new and exciting ways.

The all-new WineDirect is built with the consumer in mind, added Agger. Its team is committed to using its experience, research, scale and unique perspective in new ways to help its clients succeed by providing all the tools necessary to attract, delight, nurture and retain consumers across multiple channels. .

Flexible website design tools available on the all-new WineDirect

What’s next for WineDirect and its customers

After strengthening its product and engineering teams, WineDirect is now at an important stage of the project: actively building and testing the platform. They are preparing to share a showcase site in the coming months that will highlight the design and digital marketing features of the new platform. They are also finalizing relationships with key partners and developing unique benefits that will be available exclusively to customers using the brand new WineDirect platform. The e-commerce-only feature is on track for a mid-2022 release.

“It’s worth mentioning that we haven’t stopped working on the current WineDirect platform,” says Agger. “While most of our team is focused on planning the all-new WineDirect, we also have a dedicated team working exclusively on the current platform.”

Over the past few months, WineDirect has focused on system stability and performance, as seen during the busiest Cyber ​​Weekend yet on the WineDirect platform. “We keep performance, availability and security at the forefront,” says Agger.

“We also have the best onboarding, training and support teams in the industry,” added Smalling. “These teams are available to our customers by email, chat and telephone, and our response times are generally less than 24 hours. This level of service will only continue with the deployment of our new platform.

Easily accessible, holistic and detailed view of orders and customers

What wineries need to know now about the all-new WineDirect

Wineries want to know what they need to do now and how the transition from the current platform to the all-new WineDirect will happen.

A strategic plan is in place to integrate wineries that meet the technical criteria over time. WineDirect says they will support customers every step of the way and make it as easy as possible. They will continue to benefit from the best onboarding experience, training and support in the industry. “We understand the importance of being able to focus on making and selling wine rather than worrying about setting up your technology,” says Agger.

The WineDirect project is to be deployed in three phases, built around the main sales channels:

Phase 1: E-commerce only
Phase 2: E-commerce + Wine Club
Phase 3: E-commerce + Wine Club + Retail (POS).

It should be noted that there will be no additional costs to switch to the new platform. When the time comes, the transition will be seamless, with all winery key data and configuration remaining intact, and WineDirect monitoring every step of the process.

Cultivating the future of DTC trading

While the past few years have challenged the DTC wine industry in ways never before imagined, they have also powerfully highlighted the incredible opportunities for growth. WineDirect is dedicated to helping wineries of all sizes grow and scale with the all-new WineDirect platform and collaborating with wineries to cultivate the future of DTC commerce together.

One thing is guaranteed: while the brand new WineDirect platform will feel familiar to you, it will be a great upgrade across the board. What won’t change is the all-in-one nature of the system, which never sacrifices the 360-degree view of winery customers.

Stay tuned for more information on this exciting initiative!



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