These are unprecedented times that make us wish for the previous, simpler “precedented” times. Gone is the gathering at a taproom as more craft beer is being delivered in California now than at any other time that I can remember. With that surge comes the need for serious website skills to make the process of safely delivering beer from brewery to residence as seamless as possible.
I have ordered online from multiple sources in during this Stay at Home time. Both from brewery and bottle shop. Those experiences have led me to come up with my Pandemic Online Craft Beer Ordering requirements:
- Update, update, update – Data entry is a slog. Automating inventory and tying it to your online beer shelf helps but breweries are not stopping adding SKU’s which means your site needs constant updating. Having to send a We’re Sorry, out of stock e-mail could impact future sales. A fancy site with label photos and long beer descriptions looks great but a simple and constantly updated site is better.
- Make it Easy – Your website should be easy to navigate and even easier to add items into a shopping cart. If your customer has to run a gauntlet of sign-in’s and passwords and gets passed from your website to a third party, it will cause some potential buyers to stop. That being said, your site doesn’t need to be Amazon One Click easy but it should have all focus on ensuring that items get placed in the cart.
- Newsletter Sign-Up – Let me now contradict myself. Either of the opt in or opt out variety is crucial. You can use the newsletter in many different ways. To track what content generates more sales. You can use it to promote early bird buys because Craft beer fans love exclusivity or you can use it to promote any specials you have.
- Clear Rules – If you sell by the case or by dollar amount. If you deliver only on Friday and Saturday. If you have purchasing limits. Lay those out clearly and succinctly and most importantly, early in the process. You can always have a link to an FAQ for more details but a summary is needed too.
- The Customer is not always right – There are far too many anti-maskers out there which is why we are in the online ordering world that we are. But that is not the only outrageous customer demand. They are legion. For the business, that means that you stick to your rules. Keep the playing field level. If customers find out rules can be skirted more will ask for that special treatment.
Don’t think for a minute that I don’ have suggestions for the consumer during the online ordering process. I certainly do.
- Tip and tip hard – Breweries are hurting. Sales are not what they were obviously and one way to bridge that shortfall is through tips.
- Give constructive criticism – First, thank them for the beer, then if you see a possible improvement, let them know. It may be something that they had not thought of. Once given, don’t expect your pearl of wisdom to be put into action.
- Practice patience – The entire beer buying experience is totally different now. Expect delays because breweries are not a delivery business. Keep your expectations in line.
This set of suggestions are not written to lay blame or wag a disapproving finger but rather to improve the whole beer buying process for both sides because this may become how we buy beer not just now but going forward.