We recently released “List or Miss” – a new feature for hop merchants and growers that pairs with our long-standing Hop Alert™ to do two things:
- Give brewers a more efficient way to source hard-to-find varieties
- Help hop merchants and growers catch sales they’d otherwise miss
Here’s a real-life example of how it’s working…
A brewer who regularly purchases hops on LEx recently searched for UK Target, but there was no match. Instead of leaving that brewer hanging, we prompted him to subscribe to a Hop Alert for UK Target. During that process, he was able to specify the brands he’d accept, product types (ie T90 vs leaf, Cryo, etc), crop years, package sizes, etc.
A few minutes later, every major hop merchant and grower in our system received an email asking them to list what the brewer was looking for. A few minutes after that, 2 merchants made new listings for UK Target on the site, which immediately triggered a Hop Alert to the brewer (and all other brewers) subscribed to Hop Alerts for UK Target.
A little while later, the brewer made a purchase from one of the new UK Target listings. A few days later, a different brewer purchased the same listing. The brewer got what he wanted, and one of the hop merchants who jumped on the opportunity got sales they wouldn’t have otherwise made.
All of this is optional/voluntary. Nobody forced the brewer to subscribe to the Hop Alert, and every email explains exactly how to unsubscribe or adjust filters. On the merchant side, we call this new feature “List or Miss” and, again, every email has a button to edit preferences/unsubscribe. So if you never want to receive requests for say NZ Superdelic™ or any other variety that you can’t supply, simply uncheck the box for that variety.
Brewers:
Merchants & Growers: