Platform: Enolytics DTC

Summary:

What it is: Contact Second Varietal Pct shows the percentage of each customer's total wine purchases made up by their second most-purchased varietal (like Pinot Noir, Chardonnay, or Cabernet Sauvignon).

How to use it:
• Identify cross-sell opportunities by finding customers with strong secondary varietal preferences who might be interested in limited releases or new offerings in that style
• Segment customers for targeted marketing campaigns based on their secondary preferences, especially when their primary varietal is out of stock or unavailable

Tip: Look for customers with secondary varietal percentages above 20% — they're showing genuine interest in that style and are prime candidates for varietal-specific promotions.

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 wine purchases represented by their second most-purchased varietal (such as Pinot Noir, Chardonnay, or Cabernet Sauvignon). Understanding secondary varietal preferences helps identify cross-sell opportunities, inform allocation offerings, and develop more targeted product recommendations beyond the customer's dominant preference. For example, a customer whose purchases are 60% Cabernet and 25% Pinot Noir might respond well to limited Pinot Noir releases.

Contact Segmentation

Type: float

Format: ##0%