Featured Research

from universities, journals, and other organizations

Service is key to winery sales

Date:
March 7, 2014
Source:
Cornell University
Summary:
To buy, or not to buy? That is the question for the more than 5 million annual visitors to New York’s wineries. Researchers found that customer service is the most important factor in boosting tasting room sales, but sensory descriptions of what flavors consumers might detect were a turn-off.

To buy, or not to buy? That is the question for the more than 5 million annual visitors to New York's wineries. Cornell University researchers found that customer service is the most important factor in boosting tasting room sales, but sensory descriptions of what flavors consumers might detect were a turn-off.

The findings stem from two studies on how the tasting room experience affects customer purchases and what wineries can do to create satisfied sippers, published in the current issue of the International Journal of Wine Business Research.

"On average, nearly 60 percent of New York wine sales occur during visits to tasting rooms," said Miguel Gómez, professor in the Charles H. Dyson School of Applied Economics and Management. "For this reason, they play a strategic role in the overall business and marketing strategies of New York state wineries."

Despite their importance as a sales venue and the significant investments wineries make in their location and appearance, few studies have looked at tasting room sales, and it is difficult to apply research from other foods and sales venues to wine.

"Wine is a complex product for consumers. There are so many attributes, and customers don't always know their own preferences, especially tourists who may be casual wine drinkers," Gómez said.

Thus, Gómez and Marin Shapiro surveyed 450 Finger Lakes winery visitors in nine tasting rooms over four months on 25 aspects of their experience, from the elbowroom at the counter and the friendliness of staff to the prices and number of wines offered. Service was by far the most significant factor.

"You can make a customer happy or unhappy by the service you provide and the ambience you create," said Gomez. "Those factors were more important than quality or price of the wines as drivers of customer satisfaction."

Moreover, the researchers could quantify the effect of satisfaction on sales. "If you can convert a satisfied customer to a very satisfied customer, they are likely to spend about $10 more and buy an additional bottle of wine in a given visit," Gómez said. "And to increase satisfaction, managers need staff who are friendly and patient, who will spend time talking with the visitors and have solid knowledge of the story behind the wines."

The second study, co-authored with professor of enology Anna Katharine Mansfield, tested the effect of various adjectives (or lack thereof) on tasting sheets to describe the taste and aroma of wines in partner wineries. The wineries alternated use of two tasting sheets over the course of six weeks and tracked sales.

Controlling for variables that affect sales, such as the day of the week or the weather, the researchers found that sales were lower when tasting rooms provided sensory descriptions that consumers might detect, like "notes of peach or lychee," said Mansfield.

"The written descriptions may just be less important in tasting rooms than wine stores, since visitors are often allowed to sample several wines. They may even frustrate the novice wine tasters, by setting up sensory expectations that are not met," she said. The two studies concur that "relying on the staff as guides can create an intimate and more interactive experience," Mansfield said, and thereby increase wine sales.

The work was funded in part by the U.S. Department of Agriculture's National Institute of Food and Agriculture.


Story Source:

The above story is based on materials provided by Cornell University. Note: Materials may be edited for content and length.


Cite This Page:

Cornell University. "Service is key to winery sales." ScienceDaily. ScienceDaily, 7 March 2014. <www.sciencedaily.com/releases/2014/03/140307143023.htm>.
Cornell University. (2014, March 7). Service is key to winery sales. ScienceDaily. Retrieved September 30, 2014 from www.sciencedaily.com/releases/2014/03/140307143023.htm
Cornell University. "Service is key to winery sales." ScienceDaily. www.sciencedaily.com/releases/2014/03/140307143023.htm (accessed September 30, 2014).

Share This



More Plants & Animals News

Tuesday, September 30, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

California University Designs Sustainable Winery

California University Designs Sustainable Winery

Reuters - US Online Video (Sep. 27, 2014) — Amid California's worst drought in decades, scientists at UC Davis design a sustainable winery that includes a water recycling system. Vanessa Johnston reports. Video provided by Reuters
Powered by NewsLook.com
Argentina Worries Over Decline of Soybean Prices

Argentina Worries Over Decline of Soybean Prices

AFP (Sep. 27, 2014) — The drop in price of soy on the international market is a cause for concern in Argentina, as soybean exports are a major source of income for Latin America's third largest economy. Duration: 01:10 Video provided by AFP
Powered by NewsLook.com
Mama Bear, Cubs Hang out in California Backyard

Mama Bear, Cubs Hang out in California Backyard

Reuters - US Online Video (Sep. 27, 2014) — A mama bear and her two cubs climb trees, wrestle and take naps in the backyard of a Monrovia, California home. Vanessa Johnston reports. Video provided by Reuters
Powered by NewsLook.com
'Crazy' Climate Forces Colombian Farmers to Adapt

'Crazy' Climate Forces Colombian Farmers to Adapt

AFP (Sep. 26, 2014) — Once upon a time, farming was a blissfully low-tech business on Colombia's northern plains. Duration: 02:05 Video provided by AFP
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
 
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:  

Breaking News:

Strange & Offbeat Stories

 

Plants & Animals

Earth & Climate

Fossils & Ruins

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:  

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile iPhone Android Web
Follow Facebook Twitter Google+
Subscribe RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins