Real time analytics helping Ontario wineries drive meaningful marketing and sales results
VINELAND, ON – The Wine Council of Ontario and JR Laboratories Consultants Ltd have collaborated with Conceptual Pathways to develop an innovative technology platform that protects Ontario product in overseas markets while enhancing the brand appeal and marketing analytics of Ontario wineries.
“The completion of the Vinesource project heralds an opportunity for Ontario wineries to interact digitally with consumers and for the first time add digital protection to bottles at a practical price,” said Richard Linley, President of the Wine Council of Ontario. “This will allow for the collection and aggregation of data and analytics from grape to glass, including unprecedented insights into consumer behavior at the retail level anywhere participating wines are sold across the globe.”
Through NFC tagging, the Vinesource system authenticates every wine bottle, providing instant access to product information, communicating to the customer the premises of origin and tracks the location of any smartphone interaction with the wine bottle. In addition, consumers will be assured 100% transparency of the supply chain and bottle contents on their NFC enabled smartphone or tablet at anytime, anywhere.
“Smartphones have changed consumer expectations and purchasing habits,” said Dan Heitbohmer, CoFounder of Conceptual Pathways. “Current VQA labelling supplies only minimal appellation information while space competition in various retail settings limits VQA product exposure. ‘Tapping’ a bottle for information harmonizes with consumer use of Facebook and other social media for information.”
The Vinesource technology is adaptable and can be applied to other food and beverage sectors. It supports quick product recalls (100% compliance in less than 48 hours) and less labour-intensive inventory and shipping activities. Staff will be able to scan inventory in and out using smart phones or tablets with no manual re-counting required. For example, if only 10% of Ontario wineries adopted this approach, it is estimated that the sector could save an estimated $6 million in efficiency and productivity gains over the next five years. Companies in other food & beverage sectors could realize similar results.
The OCW leads the growth and profitability of Ontario’s respected VQA wine sector – through strategic partnership and authoritative trusted advocacy. As a non-profit trade association, the OCW represents over 100 wineries from across the three designated viticultural areas of the province (Niagara, Prince Edward County and Lake Erie North Shore – including Pelee Island) as well as emerging wine producing regions such as Ontario’s South Coast and Georgian Bay/Grey County. OCW members are independently owned small and medium sized businesses – grape growers, manufacturers and leaders in tourism in their communities. Our members are the future of Ontario’s wine industry which is a source of new investment, jobs and award-winning wines.