Response to TOTAL WINE’S Customer-centric focus

"Total Wine: The Future Will Be Consumer-Centric"
I read today with great interest an article on Shanken News Daily about a presentation by Total Wines co-founder, Robert Trone, at the 48th Annual Impact Marketing Seminar in New York. With my 35 plus years in hospitality behind me and my current role as Founder and President of the Memphis Wine Society, I am focused on creating exceptional experiences for my guests, members and the general public in any way I can. This holds true with my current mission as I strive to make wine more accessible, fun and interesting to a diverse public through education, corporate partnerships and unique events.
The part of the title, Consumer-centric caught my eye and I read with great interest to find where the consumer actually was going to benefit from Total Wines focus on them. Sadly, all I read was how to leverage data and technology to target and sell more product. Now I get it, Trone's audience was marketing professionals so he was telling them what they wanted to hear. What was most interesting was the comment about how the industry should unite, or as Trone put it, "How do the three tiers- the retailer, the wholesalers, and the suppliers- somehow work together to better satisfy the needs of that consumer in a way that we can all grow?"
His answer, "Hyper-focused" marketing.
How about banding together to educate the public on products, regions and producers. How about helping the consumer overcome angst in purchasing instead of force feeding them marketing messages to convert sales. Build long term consumer loyalty by partnering with them to elevate their knowledge and confidence in wine, beer and spirits. Go beyond an in-store tasting or marketing newsletter and truly invest in your customer; that is being Consumer-centric.
As one of the top retailers in the country, you, Total Wine, are uniquely positioned to move the needle for the benefit of the consumer by uniting the industry and making a true difference in the world through diverse educational efforts.
Food for thought.
Cheers and stay Wine Curious!