talkin
tech
68
Beverage Media
July 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
201-820-4903
AIM
ATLANTIC SYSTEMS, INC.
(ASI - SPIRITS 2000)
CAM COMMERCE
(RETAILSTAR)
CASH REGISTER EXPRESS
(PC - AMERICA)
CATAPULT
CELLAR TRACKER POS
COMCASH
COMPUTER PERFECT
(LIGHTNING POS)
COUNTERPOINT
CREATIVE INFORMATION
SYSTEM
INNOVATIVECOMPUTER
SOLUTIONS (ICS - VISION)
KBA SPIRITS (KEN BUSH)
LBOS
MAGSTAR
MERCHANT
SOFTWARE -LiquorPOS
MICROBIZ
MICROSOFT RETAIL
MANAGEMENT
SYSTEM (RMS)
MPOWER
PERVASIVE
POS ANYWHERE
POS-IM
QUICKBOOKS
RCS
UNIFY POS
POS SYSTEMS
LEARN ABOUT
SELLING WINE ONLINE
Sign up for a
FREE DEMO
and see how a store uses the
BMG eCommerce system
to maintain and
promote products on a website by visiting:
or email our U.S.
eCommerce Marketing representative
J.C. Milam
at
Like Starting Over
Rebuilding Traffic Sources After the
Demise of Amazon Product Ads
By ian griffith
I
n his classic text on the history of
California wine, Leon Adams de-
scribed the cycles of boom and bust
that characterized the early days
of that state’s budding wine industry.
Sometimes it feels like he might as well
have been discussing the options for
selling wine online for retail stores. Re-
cent changes in the available marketing
options for wine stores have some won-
dering if recent years were part a boom
cycle that is coming to an end.
Google
Last summer Google pulled the plug
on free traffic from their shopping feed
service and converted it to a paid ser-
vice now called Google Shopping. The
larger problem was that alcohol ads were
banned while Google worked on rolling
out their new program. In April of this
year the advertising ban was lifted, but
not completely. Wine stores must iden-
tify their selections as “non-family-safe,”
which severely limits the available traf-
fic. So far Google Shopping has not pro-
duced the expected results, however it is
likely they will continue to tinker with
and improve their policy toward wine.
Amazon
The impact of Google’s alcohol ban was
lessened by the success of a powerful
new advertising option from Amazon.
While it was not free, Amazon traffic
had a high conversion rate and stores
found it a profitable replacement. Then
in early June this year, Amazon can-
celed its Product Ads program on wine,
beer and spirits. Now wine on Ama-
zon’s website is only sold on behalf of
wineries using a marketing agent busi-
ness model that, while popular in Cali-
fornia, has been heavily scrutinized by
the NY State Liquor Authority (SLA).
Fees for the “Selling on Amazon” pro-
gram can run a winery as much as 35%
of their margin, a price structure that
doesn’t work for retail stores.
With Amazon out of the picture and
Google’s feed traffic still “missing in ac-
tion,” retailers are casting about for new
sources of referral traffic. A review of
affected websites on the Bevsites eCom-
merce platform shows the value of build-
ing your web business around a broad base
of traffic sources. The impact of losing
this business from Amazon ranges from a
drop of only 2% of sales to a high of 78%
of sales. With all their eggs in one basket,
stores at the upper end of this range have
experienced a bust and need to work on
replacing the traffic fromAmazon.
It is worth noting that while Ama-
zon delivered a healthy conversion
rate on its traffic, stores found it chal-
lenging to build repeat business from
these customers; their loyalty really re-
mained withAmazon. As always, stores
need to follow up on any advertising
with email marketing that reaches for
that second sale. Without those repeat
sales the average lifetime value of an
Amazon customer is less interesting
than a new customer that might cost
more to acquire but is a candidate for
additional business.
There are other sources of traffic for
stores that like to use shopping feeds;
they may not be as sexy as Amazon
but they represent the slow and steady
growth of a business around customers
you can keep. Building a diverse port-
folio of marketing options will protect
your store from the recurring boom and
bust cycle of marketing wine online.
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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