TALKIN
TECH
76
BEVERAGE MEDIA
April 2013
Beverage Media has built integration to the
following POS systems to varying degrees. The
codes with each vendor correspond with the
integration points noted below:
WEBSITE INVENTORY UPDATES
WEB ORDER IMPORTING
PRICE FILE INTEGRATION
EORDERS SALES HISTORY
EORDERS PURCHASE ORDERS
ORDER SUBMISSION BY BEVMEDIA
For information about any of these
POS companies, please call
201-489-5888, ext 231
AIM
ATLANTIC SYSTEMS, INC.
(ASI - SPIRITS 2000)
CAM COMMERCE
CASH REGISTER EXPRESS
(PC - AMERICA)
CASH REGISTER PLUS
CATAPULT
COMCASH
COMPUTER PERFECT
COUNTERPOINT
CREATIVE INFORMATION
SYSTEM
INNOVATIVECOMPUTER
SOLUTIONS (ICS - VISION)
KBA SPIRITS (KEN BUSH)
LBOS
LSTAR
MAGSTAR
MERCHANT
SOFTWARE -LiquorPOS
MICROBIZ  
MICROSOFT RETAIL
MANAGEMENT
SYSTEM (RMS)
MPOWER
PERVASIVE
POS ANYWHERE
POS-IM
QUICKBOOKS
RCS
TIGER POS
WINE SOFT
LEARN ABOUT
SELLING WINE ONLINE
Sign up for our next
Webinar
on
April 16
th
at 10am EST
.
See how a store uses the
BMG eCommerce system to maintain and
promote products on a website.
For more information visit:
POS SYSTEMS
Giants of Comparison
Wine Shopping
Amazon vs. Google
BY IAN GRIFFITH
N
ot so long ago, wine stores
could afford to be e-compla-
cent. Online traffic would
likely find them from a prod-
uct search on a search engine or wine
directory site. But times have changed,
competition has become more intense
online, and every new customer comes
with a premium.
The biggest change came last sum-
mer when Google announced that their
product listing service would no longer
be free. To add insult to injury they
banned alcohol advertising on the new
platform—a ban that has only recently
been lifted. Fortunately Amazon had
just launched its own product ads ser-
vice for wine stores; as Google Products
went dark, Amazon quickly became the
new source of reliable traffic.
The field of Comparison Shop-
ping Engines (CSEs) mainly consists
of shopping sites that use arbitrage to
convert their search engine ads into
referral fees from retailers who want to
buy that traffic. Margins are thin and
ROI depends on being able to focus
referrals on products that convert well.
What’s different about Amazon and
Google from the other CSEs is that
their traffic is homegrown; it looks like
consumer trust in their brand is lead-
ing to better conversion rates and ROI.
Amazon didn’t sell or advertise
any alcohol until September 2011.
More recently they have been selling
wine from U.S. wineries as a market-
ing agent—a business model that has
been getting a lot of scrutiny from the
New York SLA. Perhaps due to this
regulatory attention, Amazon has
started monitoring retailer listings
for offensive products and aggressive
shipping policies. Stores have been
suspended for carrying products con-
taining the name “moonshine,” in-
fused whipped cream and tequila in
gun-shaped bottles.
Cost-per-Click
Since the beginning of March, Google
has been showing wine ads on Google
Shopping for the first time since
last summer. (At the time of writing,
Google is trying to overcome a tech-
nical problem where “not-family-safe”
products are unable to be displayed as
the default search option. Hopefully
this will be resolved soon.) Google
Shopping’s advertising rates currently
are very low, on average around 10¢
cost-per-click (CPC); this compares
with Amazon at 25-29¢ CPC.
While Amazon’s CPC rates are
more expensive, their site has been
producing conversion rates as high
as 4%, which quickly compensates
for the CPC. This leads to a per-visit
value from Amazon referrals at around
$4 compared to $1 for Google Shop-
ping; both indicate a good ROI against
the CPC rate. The other part of this
story is that both sites can channel
thousands of visits per month towards
your website.
Some stores may not be comfort-
able with the idea of paying for new
visitors online, but this is the new re-
ality for retailer eCommerce. By now,
most stores have come to appreciate
that online customers are just as real as
store customers, and in many cases are
the same customer. Given the alter-
native of dwindling visitors and sales,
stores can no longer afford to be com-
placent. The first step is to list your
inventory with both of these giants.
n
To comment on this column or to learn more about
how Beverage Media can help with a website for your
store, visit BevSites.com, or contact Ian Griffith at 617-
864-1677. Follow us on twitter at twitter.com/bevsites.
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