Have you ever wondered why the wine store is organized by country?
I have too. It literally makes no sense.
No one walks into the wine store thinking 'I just need a bottle of French wine! All I want to see are French wines!' (Perhaps a few die-hard French wine fanatics walk into the wine store with this attitude, but it's probably an edge case.)
Most people enter the wine store looking for:
- A bottle of any decent red wine for under $10
- A dry rosé or sparkling for that summer barbecue
- A spicy, full-bodied red with a price tag around $50 - $100 that will impress new friends at a dinner party where steak is being served
Most people define the bottle of wine they want by:
- Pairing with a specific food
My 3-Step Wine Store Re-org MVP:
- Incorporate a $10 and (at least) 90 Points section of the store.
- Dedicate a few shelves that suggest wines by event. This is a no-brainer. If I'm short on time, and I see a sign telling me 'This wine is best for a wedding shower' - guess what I'm going to pick up?
- Organize the remaining wines by variety, rather than by country.
My Wine Store Roadmap:
- iPad stations where the user can enter what's for dinner and get a list of suggestions organized by price point.
- Rotating seasonal features. i.e. we know poeple want Rosé in the summer. Many wine stores already do this.
- For neighborhood wine stores, reduce the number of different varieties offered. There's no need to have 20 different bottles of New Zealand Pinot Grigio with a $12 price point. This just leads to decision paralysis. Offer 3-5 different options. Offering more options than that gives no real additional value to the user.