Australian Distillers Association - Wrap-Up: eComm Know-How with Will Edwards of Archie Rose

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Wrap-Up: eComm Know-How with Will Edwards of Archie Rose

28 Oct 2024 10:07 AM | Anonymous member (Administrator)

Key Insights from the Archie Rose eCommerce Webinar with Will Edwards

Thank you to everyone who joined us for the recent NSW | ACT Distillers eCommerce webinar, hosted by Will Edwards of Archie Rose. For those who couldn’t make it here are some key takeaways.

1. Avoid Custom Websites:

Lesson from Archie Rose: Archie Rose initially spent big on a custom website, which they later realised was expensive and difficult to maintain, and made future growth and integrations more challenging.
Recommendation: Instead, use platforms like Shopify for flexibility, ease of use, and compatibility with various plugins and third-party tools. It’s more scalable and cost-effective, especially for small to medium-sized distilleries.

2. Value of E-Commerce:

E-Commerce Growth: In their first years, only a very small amount of Archie Rose’s sales came from e-commerce. However, over the past five years, this has grown to 20-30% of their total sales.
Recommendation: Prioritise e-commerce. Direct-to-consumer sales provide control over brand presentation, higher margins, and diversification from wholesale dependency.

3. Mailing List is Key:

Competitions for Growth: Competitions have been one of the most consistent ways for Archie Rose to build their mailing list. Collaborating with other brands on joint competitions has also allowed them to reach new audiences while offering mutual benefits to both partners.
Pro Tip: Run your own competitions or partner with brands that have similar but different audiences. This cross-promotion helps both parties grow their mailing lists.

4. Pre-Sale Subscriptions:

Subscription for Out-of-Stock Products: Offering a subscription option for customers to be notified when popular items are back in stock or available for presale helps build anticipation and secure early interest.
Action Point: Add “notify me” features for out-of-stock items and use pre-sale sign-ups to capture leads early before a product is launched.

5. Segment Your Mailing List:

Targeted Campaigns: Archie Rose sends highly targeted email campaigns by segmenting their audience into groups such as gin lovers, whiskey enthusiasts, high spenders, and seasonal buyers. This segmentation increases engagement and conversions.
Best Practice: Don’t send the same email to your entire list. Instead, segment your customers based on their purchasing behaviour and interests. This will ensure they receive relevant content that encourages higher engagement and sales.

6. Managing Inventory with E-Commerce:

Handling Slow-Moving Stock: E-commerce allows Archie Rose to manage slow-moving or seasonal stock without discounting heavily in the wholesale market, which could cause conflicts or negative perceptions. Instead, they run targeted promotions directly on their website to move inventory.
Advice: Use your e-commerce platform to run flash sales, bundle offers, or buy-one-get-one promotions to move surplus stock while maintaining margin integrity.

7. Lessons from Early Mistakes:

Mailing List Oversight: Archie Rose initially did not prioritise building a mailing list and relied heavily on social media for customer engagement. In hindsight, email marketing has proven to be a stronger tool for customer retention and direct sales.
Takeaway: Start building your mailing list as early as possible. It’s a valuable asset for driving repeat business and communicating directly with your most engaged customers.

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Australian Distillers Association

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