March 28, 2014 |
Wine Club Management |
Build loyalty with your wine club
The rapid growth of subscription services could be good news for your wine club. Monthly subscriptions of all kids - from beauty products to pet foods - are taking off around the country, and this follows the same basic principle as a wine club. For example, Birchbox is one of the most popular services because people can try new beauty products each month for a fairly minimal fee without committing to the purchase of the items, Pittsburgh-based CBS affiliate KDKA reported. The popularity of subscription services could be a way to engage millennial wine lovers.
In the past, wine clubs didn't have much of a cool factor because true wine lovers typically have well-developed palates and didn't need the help, according to the Los Angeles Times. However, many wineries are finding that these clubs are becoming more desirable. In many of these newer services, bottles are carefully selected and are often highly allocated. Some wines come with tasting notes and recipes for pairing suggestions. Certain clubs will allow members to give their preferences, and they are sent wines based on those tastes. The article gave the example of one club that doesn't use pre-selected wines. It selects bottles for each individual member based on a budget. While this scenario may seem similar to going to a store to purchase wine, it does add convenience for members.
Considerations for a wine club
If you're looking to start a wine subscription or make adjustments to your existing club, Practical Ecommerce stated it's important to think about customer preferences. Wine clubs create the opportunity for a steady stream of revenue, more predictability in inventory management and a chance to cut costs. Having a few different options built into your wine club may help entice increased membership.
These subscriptions are mutually beneficial for customers and the wine merchant when designed well. However, getting consumers to join your wine club is only the first step. The goal needs to be long-term retention. This means you need to carefully assess your inventory management capabilities and ecommerce fulfillment operations. If deliveries arrive late or not at all, customers won't want to continue paying for the service. The first few months of membership are critical for the long-term success of your wine club.
Because of the importance of the first few shipments, it may be beneficial to reward members to create a positive reinforcement. This could be a discount or an extra bottle of wine. If you exceed their expectations, it could significantly boost loyalty. Practical Ecommerce suggested another way to encourage customer satisfaction is to call members after their first delivery to ensure everything went as planned. Sending cards for holidays like Christmas and Valentine's Day can help as well, especially if they include discounts. Excellent customer relations can be a selling point in addition to the features of your wine club.
With the growing popularity of subscription services, you have a chance to increase your wine club membership and secure a steady stream of revenue. It can also give you loyal customers for life.