For organizations in the beverage alcohol industry, it is very important to stay on top of shifts in customer preferences. That may seem obvious, since it’s good business to know what your customers want, but there’s an added complexity in this industry compared to others. Trends can shift suddenly where people are changing from one type of beverage to another, or perhaps alcohol drinkers are making a shift to non-alcoholic beverages as part of a focus on health and wellness.
Hope Family Wines is taking on this challenge with data. It is working to identify consumer preferences using data, and using the data to tell stories in order to increase sales. Here’s some of what Hope Family Wines is undertaking, and how it is using Dimensional Insight to achieve its goals.
About Hope Family Wines
Hope Family Wines is a family-owned and operated company that was founded in 1978 in the Central Coast of California. It consists of six individual brands: Liberty School, Treana, Quest, Austin Hope, Troublemaker, and Austin. The organization is proud of the work it does partnering with more than 50 growers in the region to ensure only the best grapes are being used for its wines.
Hope Family Wines has worked with Dimensional Insight for years. “I’m always grateful to Dimensional Insight because it’s always been a great partner,” says Jenny Boyd, Director of Sales Analytics for Hope Family Wines. “Everything it creates, I feel like is created for me.”
Working with Dimensional Insight
Hope Family Wines had two goals in its work around consumer preferences. First of all, it wanted to identify the proper data points to figure out what conclusions they could draw about its consumers. The next part involved storytelling. The company wanted to figure out how to present what it learned from the data about customers and their preferences in order to increase sales.
Hope Family Wines uses a number of reports that help it understand consumer preferences. These include:
- Shipments/Depletions: If customers are buying the items that are shipped, they know their cycle is working and the right products are being shipped.
- Forecasts/Actuals: While Forecasts provide them with an estimate, the Actuals are showing them what the customers want.
- Goals/Incentives/ROI: ROI tells the company whether the product was what consumers wanted.
- Pricing: This helps Hope Family Wines understand if its portfolio meets the trends, narrowing down whether buying habits are based on a price point.
- Depletion Allowance: This can offer insight into trends about what is being sold, and whether customers came back for re-purchases.
- DTC: Direct-to-consumer updates helps the company understand who is coming to the product, whether that is at tastings, through e-mail campaigns, or based on who wine is being shipped to.
- Production: This data provides information such as varietal preference, tasting profile, and price segments.
Hope Family Wines takes all of this information from a monthly report and uses Dimensional Insight to present it to the executive team and sales reps. Boyd explains to them how all of the data applies to individual markets, and they can then go and explain that to their customers.
Hope Family Wines can also use the same consumer buying information to understand what its competitors are doing, so it can strategize and sell against the competition. It is a small company that is always looking to expand. It uses Dimensional Insight to identify its strongest-selling products and to try to figure out how to get those products into more chains.
Hope Family Wines has been a long-time Dimensional Insight customer because of how easy to use the platform is and because it can get results quickly. Hope Family Wines is able to make informed decisions because of the ease of report writing, publication, and analysis. Dimensional Insight can also integrate data from different sources, so Hope Family Wines is always using one single source of data truth.
With Dimensional Insight, Hope Family Wines can tell stories about its products through data. “You can take the information and look at it to figure out what is important to your customer. What’s important to how you’re going to sell it? What message are you trying to get there?” Boyd says. “Once you’ve written the report and made it public, you still need to tell the rest of the story. Don’t just send a report. Do the deep dive, look at it, understand it. Use the data in the most compelling, impactful way.”
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