Wine Growers British Columbia is pleased to release the Consumer Segmentation Toolkit. Available exclusively to full member wineries, this toolkit is a tangible resource which complements the BC Wine Consumer Qualitative Study, and BC Wine Consumer Focus Group research. Our goal was to not only provide our members with useful information, but a tool to utilize the data for exciting results.

TOOLKIT – THREE WAYS TO ACTIVATE

THE CONVERSATION CLASSIFIER

How it works: Tasting hosts can classify their guests into a
consumer segment by asking them a simple
question in conversation. Depending on the
answer, the tasting host can tag them in your
POS system.

Recommended for new customers signing up for
your e-newsletter while in person at your winery.

THE POLL CLASSIFIER

How it works: Incorporate a simple poll into your next
newsletter deployment, and newsletter welcome
email, with the results generating a tag for each
contact that answers.

Recommended for existing contacts in your
database and to add to email welcome journeys.

THE SURVEY CLASSIFIER

How it works: Put most important contacts through the
highest accuracy segmentation tool—a full
survey. This classifier uses logic rather than a
linear discriminant analysis to segment the
participant and is recommended to get the
most accurate representation from your
highest value customers.

Recommended for Wine Club Members
or high-purchase customers.

REQUEST THE TOOLKIT

Note: the Consumer Segmentation toolkit is exclusive to full member wineries with Wine Growers British Columbia.

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REGIONAL ONE PAGERS

These one page guides feature each GI individually to fully capture their unique terroir and growing conditions. The regional one pagers are designed for wineries to utilize alongside their wine sell-sheets; save the space typically dedicated to a vintage synopsis and instead provide this page to accompany.