In my opinion, the real digital marketplace's value for winery, is to know who its end-customers are. Winegrowers sell their wine to a middle-person in the supply chain, not to the wine lover, the person who will uncork the bottle to drink it at home. Winegrower knows, in the best, what wineshop or restaurant have that bottle. In a marketplace instead, I, the drinker, am logged in, with all my stuff in the marketplace's dB. Nike, for example, sells only in its branded shop, it knows its customers' name (and email, and budget....). It has an app to know when the customers wear the shoes and run in a park, how minutes in one lap and the improvement in the performance. Wineries haven't that app, so how can they know when I'll drink their bottle of wine?
this takes me back to my earliest days at AOL and working with ebay over the course of 10 years. I learned a ton about marketplace dynamics and the nicks and cuts along the way that leads to the demise of "owning the customer". Another great book to read is "Dee Hock, the Birth of the Charodic Age" - it is his vision for creating Visa - based on chaos theory. Which to me is the root of the marketplace.
hey paul - great post, would love to chat with you about the topic and will reach out on linked in.
Looking forward to it.
Yes...yes....to all of this!
In my opinion, the real digital marketplace's value for winery, is to know who its end-customers are. Winegrowers sell their wine to a middle-person in the supply chain, not to the wine lover, the person who will uncork the bottle to drink it at home. Winegrower knows, in the best, what wineshop or restaurant have that bottle. In a marketplace instead, I, the drinker, am logged in, with all my stuff in the marketplace's dB. Nike, for example, sells only in its branded shop, it knows its customers' name (and email, and budget....). It has an app to know when the customers wear the shoes and run in a park, how minutes in one lap and the improvement in the performance. Wineries haven't that app, so how can they know when I'll drink their bottle of wine?
this takes me back to my earliest days at AOL and working with ebay over the course of 10 years. I learned a ton about marketplace dynamics and the nicks and cuts along the way that leads to the demise of "owning the customer". Another great book to read is "Dee Hock, the Birth of the Charodic Age" - it is his vision for creating Visa - based on chaos theory. Which to me is the root of the marketplace.