Winery Passport, the iPhone and Android app for discovering wineries across the US and Canada, has launched what it says is the wine industry's first direct-to-consumer mobile lead-generation technology. The feature aims to help wineries increase direct-to-consumer wine sales, tasting room appointments and wine club memberships. According to ShipCompliant, direct-to-consumer accounts for nearly $2bn in wine sales in the US.
Winery Passport users on iPhone and iPod touch will notice ‘Buy Wine’, ‘Book Tasting’ and ‘Wine Club’ buttons on each of the 5,000+ winery listings in the app. Once a request is made, Winery Passport will contact the winery, which will have the option to buy the lead for a small referral fee. Wineries with upgraded paid status, however, will receive unlimited complimentary leads. Wineries are encouraged to make sure current email addresses are on file with Winery Passport in order to receive leads.
“We remain poised to refine our mobile marketing technology to help wineries grow their direct-to-consumer revenue,” said Winery Passport creator, Scott Stanchak. “The world is increasingly going mobile and we've worked hard to create a product that capitalizes on this massive audience to benefit the wine industry. This lead technology provides wineries an opportunity to obtain valuable customer information from someone explicitly interested in their brand, This is true even for wineries that don’t offer a wine club, wine sales or accept tasting appointments.”
Winery Passport’s goal has been to drive consumers to tasting rooms, while also helping wineries monetize that traffic post-visit. Leads complement the app’s growing list of mobile marketing tools for its Recommended Winery partners, including the ability to message all users who stamp at their winery or have it on a wish list. This helps wineries fill the gap where only 23 per cent of consumers who enter a tasting room ever leave an email address.