Limited offer to find out how your cellar door compares?
March 2008 When Hannah Logan, owner of Logan Wines, heard about CellarDoorMETRICS® she did not hesitate to register online. Logan had been looking for software to help to track and measure her cellar door performance but had found nothing that would provide the information she needed.
“Cellar door is an important part of our distribution channel. It’s an opportunity to deal directly with customers and get instant feedback on our products. As profit margins are greater through this channel, it’s an important piece of the pie,” said Logan.
She wanted to compare her performance with other cellar doors to find out just how well her facility was performing and be able to identify what factors were contributing to greater sales revenues in other winery cellar doors.
“We want to increase cellar door sales by 100% in the next 12 months and are constantly looking for ways to help achieve this goal”.
“We registered on the CellarDoorMETRICS website straight away”, said Logan. “There’s nothing else out there quite like this”.
For a limited period, New Zealand winery cellar doors can register online to experience CellarDoorMETRICS at a special reduced rate - with 50% OFF the subscription price each month until the end of September 2008 at www.cellardoormetrics.com.
CellarDoorMETRICS is unique in that it provides a tool for winery cellar doors to record cellar door sales and visitor numbers, as well as sales and visitor counts of other wine tourism facilities at the winery – such as a café or restaurant, winery tours, tasting fees, functions and special events. Data is recorded for each day that the facility is open and, therefore, daily data can then be reported on and analysed. This was important for Logan as she wanted to know things like:
- Which days of the week attract the most visitors to winery cellar doors?
- What kind of revenues are other wineries achieving from each customer to their cellar door?
- What facilities contribute most to overall revenues of other cellar doors? Bottle sales through their cellar door? Restaurant sales? Function sales? What else?
This could only be achieved through an online service that enables wineries to contribute and access data confidentially through their own subscription, as well as accessing aggregated benchmarking data for their region or country. As such, Logan can compare against wineries of a similar size (revenue range) and drill down on the information available to benchmark her own cellar doors’ performance.
“I will be able to benchmark my cellar door against others in my region and in NSW. It’s also a good tool for reporting history of our own sales. The website is easy to use and it's not a big commitment in terms of loading sales data to get the reports,” says Logan.
Register today at www.cellardoormetrics.com.
About CellarDoorMETRICS®
CellarDoorMETRICS® is an online cellar door benchmarking tool developed by Morton Blacketer and the Winemakers’ Federation of Australia (Australia’s peak wine industry body), with the cooperation of the Australian State and National Tourism Organisations, to analyse the performance of Australia’s cellar doors and create national benchmarks.
With an established subscription base across Australia, from Margaret River to the Barossa, from the Hunter Valley to the Yarra Valley, the program is now being offered internationally and is available to New Zealand wineries at www.cellardoormetrics.com.
CellarDoorMETRICS® subscribers vary from small, direct to consumer based winery operations like Hahndorf Hill Winery, to large multinationals. Wineries can track their own performance over time, establish which wine tourism offerings contribute most to bottle sales and revenues in their own operation and then compare this with other wineries of similar size across New Zealand, Australia and around the world. Sales reporting is provided in New Zealand dollars, converting international data to the local currency, at the average daily rate, to enable realistic, timely comparisons.
Further information:
Stephen Blacketer T:+61 8 8357 9500 F: +61 8 8357 9400
Chief Executive Officer Mobile: +61 438 941 418
Morton Blacketer Online Email: sblacketer@mortonblacketer.com.au
CellarDoorMETRICS website: www.cellardoormetrics.com
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