ACT 4.A: MARKETABLE IDEA
1. You understand your audience inside and out. Because we are a company with a lot of experience, we know who our target audience is. With this webshop we want to target people who have to work every day and therefore do not have time to go to the wine shop. By using our webshop their products will be delivered on time, so they have more ‘family time’. According to us, our target group is active on social media and they have an email account. So we also made a Facebook page where we will mention certain special actions. 2. You create customer value. To save the customer more time, we made our website very simple. People who like red wine, just have to check that category. To lower the risk of buying by mistake, we made a ‘shopping cart’ where the customer can see everything he ordered. After approving that, he has to pay. This is the most efficient way to avoid mistakes. We also made a sense of ‘status’. People who want to order a big amount of bottles can find our contact data. If they contact us, we will make a special offer to them. This is also mentioned on the website. 3. Your marketing is cross-platform. All the marketing of ‘the vineyard’ will be shown on social media like Facebook and on our website. We don’t think it’s very useful to promote our website on print media since we want to target a big geographic area. On social media we will mention special offerings or certain actions. 4.
You build credibility to your web store. The priority of the website is to work on a good image. We know that we can only do that if our webshop is credible. Therefore we will mention the store’s contact information with a map where the brick-and-mortar store is located. We will also mention a phone number and an email address where the customer can contact us if there are any questions. The company’s policy about shipping and return policies will also be mentioned. After 14 weeks when something is bought, we will send the customer an email if they are pleased with our services. And maybe after some years we will be able to publish awards and recognitions on our website.
5. You make it easy for customers to reach you. We will mention our Facebook page on the website so people can directly like and share our Facebook page. When people are eating at a restaurant and they like the wine they are drinking. They can look at our website and see if that type of wine is procurable on our webshop. So our webshop will be using a responsive web design.
6. You guide your customers to your website. ‘The vineyard’ is a very easy to use website. At every bottle there will be an icon mentioned to put that bottle in their shopping car. On our homepage we will mention special offerings, so the customer can directly see what’s in promotion. All our prices will be mentioned very clearly, together with a small description of the taste of the wine. 7. You give good value. After a few years we will try to attract bloggers to write about our webshop. By giving them a well written article and some bottles of wine we will try to persuade them to post an article. By providing well written descriptions mentioned at the bottles of wine we will try to make sure that the customer can taste the wine in his imagination. We will also mention some recipes that are a great match with that type of wine.