221: Future Proof Your Wine Business |with Omnichannel Communication While the tradition of wine is still important to how we connect with customers, the way that we communicate has changed. David Avrin, President of The Customer Experience Advantage explains why brands must have an omnichannel approach to their customer communication. Identify which channels are most valuable to your business by defining your core audience. Then find out what they watch, what they read, and where they recreate. Use these insights to harness the technology that your customers use whether it’s snail mail or TikTok. David reminds us that there is no shame in not being comfortable with technology but there is no excuse to not work with a technology native who does understand the platforms that best reach your audience. LISTEN IN Resources:         82: Getting to Know Your Wine Customer 85: It‘s Time for New Wine Sales Strategies 98: Selling Wine in Non-Traditional Channels