Crush Direct Expands With Addition Of Wine Industry Veteran
We would like to take this moment to thank for contributing this article: Crush Direct Expands With Addition Of Wine Industry Veteran. Anyone that contributes is a welcome addition to EverythingOnWine.com!San Francisco, CA (ContentDesk) December 1 2003--Crush Direct further strengthened its leading wine-industry direct marketing and e-commerce services this week with the addition of wine industry veteran Daniel LeFrancois as Partner. LeFrancois brings more than 13 years of experience in wine & spirits direct marketing, brand marketing, merchandising and sales."We are thrilled to have Daniel join our team", said John Hingley, CEO. "Daniel is a perfect fit to help Crush Direct continue to expand at the rapid pace we've experienced since our launch. His expertise in working on both the producer and retailer sides of the wine and spirits business, combined with his direct marketing and ecommerce knowledge, is virtually unsurpassed."LeFrancois joins Crush Direct from wine.com, Inc., the nations largest online wine retailer. As Vice President – Merchandising, he oversaw all website strategy, product buying, wine club development and sales promotions.
Prior to joining wine.com, LeFrancois was the Merchandise Manager – Wine & Tobacco for DFS (Duty Free Shoppers, a division of LVMH) where he was responsible for global strategy and all buying and promotional activity in DFS' network of stores across 13 countries. As Vice President of Camus Cognac, he managed all international marketing activity, global strategy and brand development.Given Hingley and LeFrancois' experience with brands at wine.com, they see an opportunity to help wineries and importers improve their communications to consumers and trade partners to drive sales and improve customer acquisition and retention. Consumers as well as retailers are increasingly turning to the Internet for information about wine.A Wine Trends Quarterly Report published recently by industry consulting firm Motto Kryla Fisher indicates the volume of wine sold through consumer direct channels increased by more than 15% in 2002, far outpacing the industry's overall growth of one percent in 2002.According to Hingley, "Due to significant changes in the wine industry and a competitive economic climate, it has become vital for wineries and importers to embrace direct marketing as a communications and sales channel. Easing direct shipping legislation combined with the consolidation in the distributor space and the proliferation of wine brands makes direct marketing a perfect medium to capture brand share of mind and generate increased sales. Brands need to reach out and develop a direct dialogue with their customers, or risk losing share to their competition." Recent statistics support their assertion that brands should be investing more resources on Internet and direct marketing.
According to Nielsen, approximately 128.9 million people used the Internet in the United States in October. Jupiter Research estimates that there will be 115 million active e-mail users by the end of 2002. Bizrate.com has predicted that online sales will increase by 35 percent increase over last year.According to LeFrancois, "it is clear that consumers are using the Internet and email more and TV and newspapers less. Brands should take advantage of this change in consumption habits and develop Internet and email distribution channels in order to keep pace with other industries. Direct marketing is a cornerstone of consumer goods marketing strategies, and we're happy to see the wine industry join the trend."About Crush DirectCrush Direct, Inc.
is a full-service direct marketing and eBusiness consulting firm for the wine industry. Crush Direct specializes in helping wineries and importers increase sales and brand awareness through website development and evaluation, targeted promotions and search engine marketing, communications plans, and eCommerce and database marketing. They have been retained by a number of leading Napa and Sonoma wineries as well as importers.
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