6 Segments of DTC Customer Data

How to Understand the Six Segments of DTC Customer Data

In this episode of Expert Talks, Lauren Heindel sits down with Paul Leary, owner of Assemblage Strategy Group, to discuss a crucial topic for wineries looking to optimize their Direct-to-Consumer (DTC) sales: understanding and leveraging customer data.

The Importance of a Data-Driven DTC Strategy

The wine industry has increasingly recognized the significance of DTC sales, with financially healthy wineries maintaining a strong DTC focus. InnoVint’s State of the Wine Business survey found that the most successful wineries maintain about a 65/35 DTC-to-distribution ratio, allowing them to control both margins and brand messaging more effectively.

But beyond simply selling wine, how can wineries grow their DTC channels and foster deeper relationships with customers? Paul Leary shares insights on segmenting customer data to enhance engagement and increase customer lifetime value.

Understanding the Six Segments of Customer Data

Leary emphasizes that properly utilizing customer data requires segmenting it into six distinct categories:

1. Active Prospects – Potential customers who have shown interest but haven’t made a purchase yet.
2. Inactive Prospects – Leads who once showed interest but have since gone cold.
3. Active Customers – Those who have made recent purchases and are engaged.
4. Inactive Customers – Previous buyers who have not made a purchase in a significant period.
5. Active Members – Wine club members currently receiving shipments.
6. Inactive Members – Former club members who have canceled their subscriptions.

Each of these segments requires a different approach for effective communication and retention.

Strategies for Engaging Each Segment

Leary provides actionable strategies for wineries to optimize customer engagement:

• Reactivating Inactive Customers – Develop targeted campaigns to re-engage past buyers. For example, sending personalized offers or exclusive event invitations can bring back customers who have lapsed.
• Personalizing the Customer Experience – Utilize data such as order source, purchase behavior, and preferences to tailor offers and communication.
• Turning One-Time Buyers into Repeat Customers – Implement strategic nurturing campaigns, such as offering exclusive benefits for second purchases or rewarding loyalty.
• Re-engaging Inactive Members – For past club members who haven’t ordered in a year, personalized outreach with incentives can encourage them to return.

Acquiring New Customers

Expanding the customer base is also a key focus. Leary outlines innovative acquisition tactics, including:

• Partnering with complementary brands and high-profile events (e.g., collaborations with music festivals or celebrity partnerships).
• Leveraging tasting room experiences and pop-up retail events to drive awareness and trial.
• Utilizing data-driven technology (e.g., Salesforce dashboards) to analyze trends and optimize marketing efforts.

The Role of Technology in DTC Success

Technology plays an essential role in modern DTC strategies. Leary highlights:

• Customizing CRM and e-commerce platforms to align with brand needs.
• Implementing advanced customer tagging and segmentation for more effective marketing.
• Analyzing order sources, purchase behavior, and key metrics to uncover growth opportunities.

Final Thoughts

Understanding and effectively segmenting DTC customer data allows wineries to engage customers at every stage of their journey. By leveraging personalization, strategic reactivation, and smart acquisition techniques, wineries can boost customer loyalty and drive long-term success.

To continue the conversation, connect with Paul Leary via Assemblage Strategy Group. And for more expert insights, stay tuned to Expert Talks on The Punchdown!