Benjamin Gibson on enhancing direct-to-consumer wine engagement

Benjamin asked the Wine Business Forum audience to divide their purchasing into "the browsing experience" and the "buying experience", and to think of companies that succeed on both fronts.

"The reason why this matters is because the browsing experience is something that you can control uniquely and directly. You can change your cellar door, you can change your labels, you can change your marketing."

But the buying experience is typically third party, and the final engagement with the customer.

"So when you're making technology decisions, I really want you to start thinking about, 'does this technology support the browsing and customer experience that I want to deliver?'"

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