WineShop At Home is a leading wine processing and selling company in the United States. The company is based in Napa Valley, California, and has been licensed since its inception, which makes it one of the leading wineries in the country. The company promotes a direct selling strategy where wines are delivered at homes for people to taste and then to make the decision to buy the wines. The direct selling strategy has had the following benefits to the company.
1. Increased Income
One of the major benefits that WineShop At Home has been able to gain from the direct selling strategy is that it has recorded increased income as compared to other wineries working in the same industry. The company reaches out to customers who would not have bought wine is nothing was brought to their homes. However, the aspect of bringing wine and allowing individuals to taste without paying anything creates a huge number of customers, which leads to increased income.
2. Cheap Marketing Expenses
Marketing is an expensive undertaking in the operations of any company. Thousands of companies are using a considerable share of their budget to market their products and services. The same happens in the winery industry where most of the companies are using their resources to market the wines produced. However, WineShop At Home is cutting on operational expenses by incorporating direct marketing. There are no advertisements and promotional expenses. The company needs to take its products to the customers for considerations.
3. Marketing Flexibility
Most of the marketing strategies are rigid. A specific script has to be followed to the letter for the whole marketing scheme to work. However, incorporation of direct marketing is changing the whole aspect of rigidity in marketing. WineShop At Home has demonstrated that a company can market its products and services without following the traditional routine that is incorporated by thousands of companies in the industry. With direct marketing, the message is also flexible and creative.
4. Customized Marketing
Thousands of companies are looking for strategies and policies that will have them customize their marketing techniques to address the needs of their customers. However, customization marketing is not a simple undertaking. It involves presenting a product to a customer and then explaining to why and how the product will benefit them. WineShop At Home has been using direct marketing for many years, which has enabled it to become one of the most reliable companies in customized marketing strategies in the industry.
5. Niche Marketing
Niche marketing is a strategic approach that is used by companies to market their products and services to a specific customer demographic. In this marketing approach, the marketing strategies used are geared towards attracting a specific group of customers from the market rather than the entire population.
WineShop At Home has mastered this technique by directing its marketing messages to the wine users only. This is a responsible marketing approach because it eliminates people who do not use alcoholic products from consideration. It also eliminates people who are below the alcohol consumption age to get marketing messages.