Last March 6th, more than 270 Vinocampers met in the Maison des Métallos, in the capital (Paris) to participate in the 2015 Paris edition in partnership with Vin et Société.
On the agenda: meetings and exchanges with a diverse audience of professionals- from wine growers and traders, community managers, advertising agencies, bloggers, entrepreneurs, students, all curious to exchange on digital issues regarding the wine industry. This Vinocamp Paris was also an opportunity to discover many wine startups together in the startup corner, savour dishes prepared by food startups and to taste the wines of our partners (Amorim, the Nicolas stores, the group Castel, the wines of Bordeaux, the Loire Valley Wines, Champagnes de Vignerons, the Bureau National Interprofessionnel du Cognac and the Wolfberger group) we would like to thank for their support and collaboration.
”BIG DATA, SOCIAL COMMERCE, CONNECTED OBJECTS” – THE HEART OF THE EVENT
For this 2015 edition of Vinocamp Paris, three digital trends were the order of the day: “Big Data” and its opportunities for the wine industry; “Social Commerce” and the issues facing their development and online communities for wine professionals; the “Internet of Things” finally present in day-to-day life and the possibilities for our industry.
During this Vinocamp Paris, we also had the chance to attend several lectures conducted by wine and digital professionals who shared their experience and analysis of the sector with us:
-Emmanuel Vivier, co-founder of HUBINSTITUTE and HUBFORUM, also of Vanksen Group, gave us his advice as an expert in advertising, buzz, viral marketing and social media marketing:
-Thimothé Bardet, co-founder of Wiine.me, passionate about wine and new technology explained how to use social commerce as growth driver:
- Torben Mottes, head of Vivino global strategy on all platforms, gave us the keys to implement Big Data to the wine world, and derive benefits for consumers.
REPORT OF THE WORKSHOPS
As at every Vinocamp, many topics were discussed during the different sessions of workshops. Here is the summary of some of them:
“Applications: What will change for the wine consumer?”
In this workshop, participants first arrived at an obvious conclusion: the difficulty of identifying a single type of consumer. The market for wine dedicated applications is in fact very heterogeneous, consisting of several types of stakeholders for adaptation to different consumption patterns, and therefore users. This makes it quite difficult to actually identify the main expectations of wine consumers. According to the participants, one can still distinguish two types of consumers:
- The “expert consumer” who will take their wine photo and share it on social networks. They have their tips in terms of applications but is not necessarily an automatic purchaser thereof.
- The “buyer neophyte consumer” who is seeking advice and will therefore find and use a variety of mobile applications for information.
Finally, according to the participants, mobile applications dedicated to wine face several challenges. For example, knowing how to distinguish themselves, while creating elemental dissociation between their different applications. They must also push the user to the final act of purchase either online or offline (partner shop).
“Creating a crowdfunding project: Why, How, What will happen after?”
This workshop was interested in the trend of crowdfunding as applied to the wine industry. First, the participants wished to remind each other that France was just beginnings to embrace this trend, compared to the United States-a market that generates a turnover of US$1million per year.
Subsequently, they could benefit from two different perspectives: that of Stéphane Riss, founder of Fundovino (a crowdfunding platform specialized in the vineyard), as well as participating in a finance project through an international crowdfunding platform. After several exchanges, they came to the conclusion that we should not overlook the importance of communication in such projects, in particular on social networks in order to attract the attention of potential donors and to collect as many funds. It is also important to think about the project upstream and to prepare for possible difficulties. The proposed compensatory measures to donors are also essential, and can be in many forms such as bottles of course, but also wine tourism services for example.
Finally, the participants wished to remind that since this trend is new in France, there is still no real guarantee and should therefore be cautious and well informed on the reliability of the company provides such funding.
“How can consumers enjoy wine from the startup boom in the gastronomy sector?”
This workshop was first started with an observation: to interest the general public, wine must be used through food and wine occasions. Specialised wine blogs attract a higher audience when speaking of gastronomy. In this context, the participants paid tribute to an interesting initiative with the launch of a matchmaking platform between a wine and a gastronomy blog. According to them, the problem many specialised wine blogs have is that they are so focused on their subject- they are struggling to reach a wide audience (with the exception of some bloggers, such as Miss GlouGlou or Emmanuel Delmas, who present a more general discourse to attract people.)
Participants are then asked about the possibility of attracting people to restaurants by using wine. There are indeed a number of such initiatives that have had great success, organized by The Wine Country Duclot or blog Paris By Wine that list various places depending on their wine list. They then point the finger at a significant problem many restaurants illegibility of their wine or the absence of sommeliers. The consumer finds themselves lost in front of a wine list that often resembles a bible. It is therefore necessary to train the restaurant about it, and give the tools to improve the readability of the menu.
“Boom of label recognition applications: how to differentiate and exist when an application is launched?”
To start the workshop, participants highlighted the multiple label recognition applications that have appeared in recent years on the market (Vivino, WineAdvisors, Winewoo, Millesimu (beta) Goot, Delectable, etc .. .). For them, there is often a recurring problem on these applications: no opportunity to correct the non-recognition of a label or error in a result, which is very annoying for the user. So the reliability of these applications is, in their view, one of the major challenges of this new market.
They then asked about achieving the databases that were hiding behind these applications. According to them, for some fans, it is not always easy to recognise the name of a grape variety or wine; so it is important to moderate this in order to ensure quality. There are several ways of differentiation for those applications other than the recognition of label, which is only a tool, such as geolocation outlets or e-commerce.
Finally, the group insisted that these applications had different wine cultural approaches, and also various markets, therefore raising the important question of the target: who is the customer and what are their behaviors? It is also important to remember that these applications are meant to be tools to facilitate buying and increase wine knowledge among consumers, therefore apps must accompany the users and simplify the process.
“Evin Law and digital: what should we expect?”
In this workshop, the participants posed many questions around the Evin Law: what is allowed, what is not … many difficult answers given the case law makes it all rather vague. In general, according to them, the Evin Law is fairly general and not so restrictive, but in fact “navigating it is a big blur.” Following this, the participants raised the following questions: Can we talk about wine in moderation without falling foul of the Evin Law? May we advocate moderation with the Evin Law? The highlights from a specialist in the field allowed them to see it a little clearer.
They then were especially interested in communication on social networks, and in particular the presence of minors on the latter and therefore the position to be adopted accordingly. It is important to install filters when dealing with wine groups to prevent minors to access them since, according to case law, is the author of the content who is responsible. This is also the case for tasting, that often has comments on online shopping sites. So be especially careful with this.
Other topics addressed at the different meetings included:
- “Big Data: For what might you use data collected by applications, sites, Open Data and the connected objects?”
- “How can new technologies enhance wine as a cultural heritage?”
- “What is the ROI for digital communication: Web, social networks, applications, how to measure the effectiveness of the image and how to generate web sales to in-store?”
As you can now see , the exchanges have been numerous and intense in this 2015 edition of Paris Vinocamp. This was also the occasion to present new wine startups and discover Caveasy, Winner # 33CONTEST Vinocamp to Paris in 2015.
Thank you all for coming and see you soon for a new Vinocamp. Meanwhile, you can relive the 2015 Paris Vinocamp tweets and images.