Platform: Enolytics DTC

Summary:

What it is: Contact Second Wine Name Pct shows what percentage of a customer's total purchases comes from their second most-purchased wine (specific brand and varietal combination). Values range from 0% (very concentrated preferences) to higher percentages indicating more diversified wine buying patterns.

How to use it:
• Identify customers with strong secondary wine preferences who might be perfect candidates for mixed case offers or wine club memberships that emphasize variety
• Spot opportunities for cross-selling by understanding which customers already show interest in multiple wines versus those with very concentrated preferences

Tip: Customers with higher percentages here have demonstrated they're open to variety, making them ideal targets for new release introductions and seasonal collections.

Note: Parts of this article were generated with AI and may not be perfect. If something looks off or could be better, click the 😞 below — it opens a quick chat so you can let us know.

Quick Stats:

The percentage of a contact's total purchases represented by their second most-frequently purchased specific wine (brand and varietal combination). This metric reveals secondary wine affinities and helps identify customers whose preferences are diversified versus highly concentrated, informing personalized recommendations and inventory allocation strategies. Contacts with strong secondary wine preferences may be good candidates for mixed case offers or club programs featuring variety.

Contact Segmentation

Type: float

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