A first-of-its-kind research project that will help reshape our understanding of the allocated wine business.
Request to Opt-in
If you would like to participate in this research project, please fill out this form.
A data connection via an API will need to be established for all participating wineries.
Your data and privacy are of the utmost importance to us.
No customer-specific information will ever be presented
Winery names will stay confidential within the research team
All data will be kept on encrypted servers
The performance of individual wineries will not be shared with third parties, including e-comm platforms and other brands.
Participant Benefits
Your time matters. Your focus matters. Your message matters. As a winery selling via allocated offerings, the performance of your offerings is the heartbeat of your business. Understanding how you can improve the offering and mailing list performance is the single most important lever to improve your business. Yet, there have been no studies of allocated offerings for wine to tell you where you should be focusing. Until now.
As a study participant, you will receive early access to research findings, provide input and feedback on research topics, and be eligible to participate in conducting marketing trials to improve your offerings.
Who’s Involved
The Study of Allocated Wine Offerings is led by a team of luxury marketing experts from Northwestern Kellogg School of Management (Gregory Carpenter and Artem Timoshenko), Peter Yeung, and Jo-Anne Ting.
Why Are We Doing This?
As researchers interested in the luxury wine space, we believe the allocated offering channel is fundamentally different from the rest of the market and has unique dynamics that must be understood separately from wine clubs. This research will help wineries that use allocated offerings understand their business better.
Existing research in the wine industry doesn't address allocated offerings, and data benchmarks are primarily focused on wine clubs and tasting rooms.
The Timeline
Spring-Mid 2023
Understand performance in context, including, customer acquisition, retention, and recovery.
Benchmark
Late 2023
Dive deeper into data to better understand the drivers of performance.
Identify key emerging trends in customer acquisition and retention.
Analyze
2024+
We will partner with wineries to:
Understand the drivers of demand and value.
Explore marketing strategies and tactics to enhance the value of wine brands.