Just completed a cellar door project? Fingers crossed you didn’t commit these design mistakes.
And if you’re about to embark on a transformation in this zone, ensure you avoid these makeover blunders.
1. Wine is not obviously for sale
It seems like some wineries have forgotten that the point of having a cellar door is to sell wine – if you’re going to have a cellar door that has to be staffed and maintained, at least use it to sell wine at the best profit margin to you. Yet few operate a retail style space, preferring to put the onus on staff to sell on the basis of flavour and a price list.
2. Unrelated or uncomplimentary products for sale
Many cellar doors offer other products for purchase. While it’s great to support other businesses, those products need to make your product shine – things that make your wine look and taste even better, and make the whole experience memorable, is vital to your choice of how you display and what you chose to sell.
3. The cellar door style, atmosphere and character is not appropriate to your brand character and quality
Cellar door experience is about getting people to remember your brand. Keep your message consistent across labels, marketing, service and atmosphere so that whatever aspect of their visit they remember, it is within your brand story and forms a memory and relationship with your brand.
People perceive the value of your product based on how it is presented, so it is also critical to get your setting right. Bargain boxes and clean skins might sell pretty well, but they influence what people will pay for your top shelf product. So offer your product in a setting that is true to the quality and price point of the wine.
4. The cellar door experience is forgettable
Everybody is a little unique and has something delightful to offer. Dig deep and find that memorable experience that will help you stand out from the rest.
5. Visitors don’t feel welcome
Visitors are most comfortable entering a new place if there are visible signs of life – unless you are in a shop front, often an open sign is not enough. Find a good way for your brand to show that there are people here and you are open for business.
Even the most premium, exclusive brand must make its target market visitors feel welcome and comfortable. Make the entrance clear, the car parking accessible and the direction obvious so that every visitor feels confident that they are in the right place.
6. It’s way too comfortable
Too many of the award winning wine experiences have a problem with huge volumes of visitors who linger for hours and encumber the tasting space, but never buy any wine. Design a space that is welcoming, but clearly shaped for people to stay just the right amount of time.
7. There’s too many options for tasting
Giving customers options for seated or standing tastings sounds great, right? But are your staff up to the task of remembering who is seated, how long the seated visitors have been there, what they are tasting? Can they service them as well as the customers front and centre at the bar? Do the seated areas actually restrict your staff ability to engage with those customers? Decide on a style of tasting that is right for your brand, and that can be embraced by your staff through successful space planning that makes it easy and natural.
8. People simply cant get to the point of sale
Often cellar door sales are wrapped up with tasting, but if cellar door is 3 deep at the bar it is easy for staff to get caught up in providing a good tasting experience in preference to actually making sales. You may be missing out on a lot of impulse sales because people either can’t get a staff members attention, or they simply can’t get close enough to the bar to make a purchase.
9. The bar is a big imposition
The bar itself tells a strong story about your brand. Some are big kitchen tables where the staff are encouraged to share their stories, others are marble pedestals for all to admire the wine. Some are not ‘bars’ at all. Vitally, your bar needs to foster the kind of service that you want to provide, so design it according to your brand style so that staff and customers naturally move around it.
10. Nothing to do but taste
What do people do in your cellar door if they are not tasting? Transform the experience for the non-wine drinkers and people waiting at busy periods with a great browsing area that is full of product that compliments and flatters your own and gets them in the buying frame of mind.
Our Cellar Door and Tasting Room Design guide can help you sort the disfunctional and create unmissable. Download here.