Published October 22, 2021 at 12:00 p.m.
If the dress does not make a monk, it may be that the label makes an amateur. Switching to online wine shopping is not synonymous with lower quality consumption. On the contrary, it encouraged better knowledge of wine. Connected in its infancy with a big bad discount store, which sells a few cheap nanara, the internet of wines is becoming a fortress with the appearance of sites specializing in top quality wines that attract a rich clientele.
Securing online payments favors credit card purchases, and little by little, the market is becoming more democratic with the advent of a new user: the 1930s. He bought his first laptop at the age of 15 and, of course, he buys behind the screen. “We have won over young casual and unfaithful consumers who go online and dig everywhere. In less than 10 years, the share of online wine buyers has grown from 10% to 46%, ”says Sylvain Dadé of SoWine, a specialized marketing and communications consulting agency. These neo-collectors are looking for lumps and navigating the web towards the site. The Internet steam roller that required colossal stocks to generate significant cash flows must now favor small batches for them, thanks to private sales with detailed, broad and compelling information.
In era 2.0, the customer is a connoisseur
This phenomenon is not only related to wine, the internet and wide access to information have made consumption more respected and informed. The saying Who knows how to taste, never drinks wine again, but tasting secrets is no longer relevant in the era of 2.0 where the customer is a connoisseur: every other Frenchman today declares himself to be an enlightened amateur. If he still sometimes needs the opinion of experts, he favors the opinions of his community. The site then functions as a justice of the peace. This is the case for les-annonces-vins.com who in collaboration with Nysa Cellars created Paloma Ezcurra and Emmanuel Imbert, two former Veepe employees. A model modeled on the Digital Native Vertical Brand is a kind of ideal of the virtue of trade with a strong identity, close to the consumer who eliminates intermediaries.
Posters.com customers are driven by the same desire for wine and united around a unifying visual identity. To convince the customer, the internet is full of tools. A historical player in auctions, iDealwine.com is at the heart of innovation. In 2019, the company created WineDex.io in partnership with Synvance, a traceability app to increase the security and guarantees offered to its customers in the context of rising prices and intensifying trade. Working on a blockchain model, the bottle is equipped with a system that follows all the expertise.
More than 5,000 references on the Vinatis website
Observation is here, e-commerce is moving cursors. Large retailers show a sharp drop in sales from 80% to 70%, purchases have moved to the web. In 2002, Vinatis, which has since become the first pure wine player, offered bottles for 5 euros. Starting with 150 references, the site now offers more than 5,000, announcing 57 million euros in traffic in 2020, compared to 28 million in 2019.
In this context, what about the small world of wine merchants? A rare local firm that remained open during captivity has emerged from a health crisis, but needs to be rethought. It offers new tools, such as bottl.com, recently created by Vincent Cablé-Navarre, a purely BtoB site that aims to put wine merchants and winegrowers in direct contact. Agent replaced VRP, will the network replace agent? And the winemaker in all this?
Faced with distribution giants
Big houses benefit from this, as Mathilde Chapoutier, Chapoutier’s sales director, points out: “We immediately developed an e-commerce channel in synergy with other markets. We respect all our intermediaries depending on the clientele. The internet does not replace the wine merchants, it is a special clientele and during Covid it was a great support, from 17% we went to 30% of sales. ” Mass is scheduled. For others, the bell rings differently. Chantal Gonet, from Champagne Philippe Gonet condemns the effects of the system: “Site prices are incompatible with my other markets. When we bring in a new client, he goes directly to the Net and that punishes us. ” Within five years, 2.0 will revolutionize the market. Big producers will take over the sector, how much weight will a small winegrower, praised by consumers, have in front of these wild distributions?