Customer numbers add up to profit:Financial benefits flow from knowing and applying the sales figures for cellar door visitors

摘要

In the February, April and October 2017 editions of Australian & New Zealand Grapegrower & Winemaker we acknowledged the importance to the small winemaker of direct to consumer (DtC) or 'cellar door' sales and how to improve performance in this area.The scientific marketing approach to DtC (and wholesale for that matter), can be described as customer relationship management (CRM). Whether they are individuals, bottle shops or restaurants, managing your relationship with them is vital to your profitability.