Enjoy a Tasting at a Winery: It's More Than Just the Sip
Key Highlights :
A visit to a winery is more than just a sip of wine. New research from the University of British Columbia's Okanagan campus has determined that enjoying a tasting at a winery goes well beyond the sip. Professor Annamma Joy, with UBCO's Faculty of Management, conducted a three-year study to comprehensively document the experiences of visitors to several Okanagan wineries. The results of her research, published in the Journal of Retailing, confirm that people are judging more than what is in the glass.
The researchers detailed a number of items including the material features of the winery and the sensorial theme, such as music and lighting. They took note of everything including the landscape, architecture, views from the windows, layout of the store and the physical space of the tastings. Even the social interaction between staff and customers was considered. Each of these elements are subjectively perceived and work together in the co-creation of "affective atmospheres" that are central to the success of a winery.
The findings have implications for winery operators when they consider the desired consumer experience. For instance, visitors with a high level of expertise may view sensory stimulation and social interactions with other experts as more important to the visit. Dr. Joy explains that wineries that consider the dynamic interaction between customer's orientation and their level of expertise may create more positive experiences.
Overall, it is clear that staff being themselves and being sensitive to specific visitor needs and making them feel welcome, is crucial for visitor appreciation of the winery. The findings also have implications for retailers outside of the wine industry. Experience-driven and knowledge-based industries where there are discernable differences between novices, experts and enthusiasts may consider how to—through their retail atmospherics—respond according to these needs and expectations.
So, what does it take for a first-time customer to experience a sense of belonging at a winery? According to Dr. Joy, the answer is quite simply connection. People desire connection to enhance their experience, and wineries need staff members who are prepared to respond and improvise as needed to strengthen that connection between the customers.
The research findings of Dr. Joy and her team demonstrate the importance of a holistic approach to achieving consistency across material features, sensorial modalities and social interactions of a winery. By recognizing the interplay of these elements, retailers can strategically design their spaces and interactions to cultivate specific emotional experiences for their customers.
BC's wineries welcome more than one million people each year, and this research provides valuable insights into the experiences of visitors. It is clear that enjoying a tasting at a winery is more than just the sip, and that the connection between customers and staff is a crucial factor in creating a positive experience.
