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IT Secrets


Cellar doors can produce a range of reports for up-to-date and instant access to statistics. You can track and measure your own performance confidentially, as well as compare against regional, national and international benchmarks. And as subscribers vary from small, direct to consumer winery operations, to large multinationals, you can also select parameters to compare results with others of a similar size; or those that are smaller or larger. We will send out a monthly Summary Report but you can aslo run your own reports in a variety of formats, if you wish to do so, at any time.

By using CellarDoorMETRICS®, you can look at what others are achieving and set realistic benchmarks through which to capitalise on opportunities at your cellar door. For example, report ‘Selection criteria’ provide the ability to customize reports to answer specific questions about your business. Questions like:

‘I want to know if it’s worth my while opening my cellar door each Thursday. Show me the average visitor numbers that other wineries in my region attract on this day. What is the value of their average sale? Does this value increase or decrease during school holidays?’

Some sample reports are provided below. Click on report icon for .pdf sample

Summary Report Download Sample

This is the report you should run to answer the questions (above) about opening on a Thursday.

The Summary Report is one of the most powerful reports provided by CellarDoorMETRICS®. User feedback indicates that it is certainly the most popular report as cellar doors can compare their performance against others in their region; identifying benchmarks and opportunities for improvement.

The report provides comparison of sales revenues, visitor numbers and average visitor spend by facility (ie: cellar door, functions, restaurant and accommodation) plus a further breakdown of the sales mix achieved through the ‘cellar door’ - wine sales, merchandise & produce sales, services and food & beverage sales. It also provides ‘transaction ratios’ such as ‘Visitor conversion rate’ and ‘Average sales transaction amount’. Cellar doors can compare their individual performance in these areas with others.

My Cellar Door Report Download Sample

The My Cellar Door Report enables users to view trends in sales revenues, bottles sold, visitor numbers and average sale per visitor, for their own cellar door over a period of time.

Event Report Download Sample

The Event Report shows cellar door sales or visitor numbers over time, while listing events for the selected time period. The report enables cellar doors to identify the impact of events on visitor numbers or sales revenues, and compare their results with those cellar doors in a selected region, state or country.

“I find the reports really fantastic. It is really good to be able to compare average spend within the region and other regions. It has been especially helpful for our Coonawarra region . W ith the introduction of cheap flights, our visitor count has fallen there and with CellarDoorMETRICS® we have been able to map which regional promotional activities are successful for increasing visitors. CellarDoorMETRICS® has also shown which promotions for our winery are successful.

Rina Lockwood, Cellar Door Event Manager of Leconfield Wines, Coonawarra, South Australia

Recommend to a friend.