Wine Producers Online Stores
A producer's Online store represents a higher level of digital maturity because it enables consumers to purchase wine directly from the vineyard, as popularised by Black and Ulin (2013).
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October 23, 2024
The Portuguese wine sector has seen substantial changes in recent years, particularly with the emergence of online retailing, creating the need for small producers and distributors to adapt to new marketing challenges. One promising strategy to address these challenges and achieve economic sustainability is the application of hyper-personalisation.
Hyper-personalisation is a marketing approach that uses user data, artificial intelligence (AI), and algorithms to tailor marketing content, products, or services to suit individual customers (Maddodi & Kumar, 2020). This method leverages extensive consumer data to deliver personalised experiences that resonate with each customer’s preferences.
In the context of the wine industry, hyper-personalisation is particularly relevant due to several factors. The online marketplace has increased consumers’ selectivity and demand for personalised experiences. As customers are more informed and seek a broader range of choices, wineries must provide tailored marketing offers to engage them effectively (Aswani, 2022).
The increasing number of Portuguese internet users—from 51% of the population in 2010 to 81% in 2021—highlights the growing online consumer base that wine producers can tap into (Lone et al., 2021). However, online products are no longer sufficient; companies must develop strategies prioritising hyper-personalisation to maintain relevance and competitiveness in this new landscape.
The transition to online retailing presents both challenges and opportunities. Traditional market players were forced to adapt due to the COVID-19 pandemic, leading to online transactions surging. Producers like Sogrape and Garrafeira Nacional have successfully navigated these challenges by embracing digital channels. Implementing hyper-personalisation strategies can provide the best product to the right client at the expected time, enhancing customer satisfaction and loyalty (Gustavo et al., 2022).
As the research on hyper-personalisation in the wine industry is still in its infancy, there is significant potential for future studies to explore its applications and implications. By focusing on hyper-personalisation, wine producers can effectively respond to changing consumer behaviours, achieve economic sustainability, and enhance their market presence in an increasingly digital world.
A producer's Online store represents a higher level of digital maturity because it enables consumers to purchase wine directly from the vineyard, as popularised by Black and Ulin (2013).
The Wine Industry Trends: Hyper-Personalisation. One promising strategy to address these challenges and achieve economic sustainability (Félix et al., 2023).
The emergence of online retailing has significantly transformed the Portuguese wine sector, creating both challenges and opportunities for producers.
How AI and Big Data Revolutionize Wine Marketing .The wine industry is experiencing a significant transformation as big data and artificial intelligence (AI).
The wine industry is on the verge of a significant transformation driven by two critical trends: personalisation and sustainability.