eKourier Oct 2011

Wine Training Review

I n August we took our Specialist” training. The training has been designed to give our teams a depth of knowledge of wine, wine cellaring conditions and sales. We want our teams to shine above our competition, by being well-versed in wine cellaring, motivated to develop their wine knowledge further and a desire to grow second group of team members to the Hunter Valley for “Wine Cellaring

their wine storage occupancy. Their knowledge on wine cellaring is a crucial component of our customers experience!!!

Lynda Walsh

It’s All About the Internet

like a local business. This means understanding the local subtleties of the market, customers and competitors. Recent initiatives throughout the Company have been embraced well. We have learned of local deficiencies to tackle and improve. Sam Kennard

I n 2007, approximately 25% of our customers found us through the Yellow Pages, prior to that it was even higher. For many decades, Yellow Pages were the primary and proven medium for us. It was indisputable, we could not afford NOT be in the book. The price of Yellow Pages advertisements increased relentlessly year after year. They enjoyed a monopoly. Just a few short years on and the rules have changed dramatically. In 2011, Yellow Pages represents just 8% of our enquiry numbers. They have suffered from the disruptive innovation of the Internet. Perhaps, Yellow Pages is the dinosaur walking toward inevitable extinction. As we all know, the new major source of customers is the internet. The Internet now represents 35% of our the local subtleties of the market, customers and competitors” “We need to think like a local business. This means understanding

enquiries. It has swapped places with Yellow Pages and in an incredible 4 short years. And, Google is clearly the search engine gorilla. Its simple search idea was a game changer to search engines. Previously, the ‘old’ search engines catalogued their

Enquiry Source History (%)

database into different classifications. Google was the disruptive innovator and proved incredibly powerful. The graph showing our enquiry source from data all our teams enter into StorMan illustrates the story quite dramatically. This emphasises the importance or our effectiveness online. Further, recognising the local nature of our business we must remain mindful of our local presence.

We need to think

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Kennards Kourier Oct 2011