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August 30, 2013 | Customer Relationship Management (CRM), General , Telesales, Wine Club Management , WineDirect Products and Services | WineDirect Admin

Want to increase Wine Club retention and decrease Credit Card declines?

There are two challenges that I hear consistently from wine club managers:   Wine club retention and declined credit cards when running the club batch.  I have heard statistics anywhere from 5% to 30% declines when processing the club shipments.  Not only do you lose that potential shipment but you lose the customer if you don’t get this taken care of immediately.  As long as their card is good, the more likely they are to stay in the club.  Here are a few ideas on how to keep declines down and membership retention up.

Be proactive by calling your club members:

  • Build a better relationship and keep members engaged with your wines.
  • Make sure ALL their information is up to date.  Billing and shipping addresses (because people move), email addresses, phone numbers, and yes, credit card information changes.  This is a great opportunity to stay ahead of it.
  • Great opportunities to help them get stocked up and buy more wine, not to mention get introduced to other wines in your portfolio.  
  • Great opportunity to invite your local customers to come in and visit– Show them a little love; create a pickup party or special event, particularly during tasting room slow season to strengthen the customer bond so they want to stay in the club
  • Worried about calling them at dinner?  Guess what people do at dinner?  They drink your wine!  Nothing better than catching someone in the middle of drinking your wine.  Guess what they do?  They are happy and they buy more!
  • Customers are busy and they won’t always remember to call and update their information.  Make it easy on your customers and call them.
  • Finally, customers like to hear from you.  They want the personal relationship with the winery.  For wineries, it’s a lifestyle they live every day, but for the consumer it’s a luxury and they eat it up.

If you have to be reactive:

  • Get calling the minute you know the credit card is declined – The longer you sit on it the less likely you are to get them back.
  • Call former members and non-members and introduce them to the club, its features and benefits
  • If it’s too big a project, Call for Wine is definitely here to help.  We typically complete      these types of projects within 7 to 10 business days from when a card is declined.  We average a 50% - 60% reengagement rate.  

Final thoughts:

  • Be prepared with a structured script so you know what to say when you call.
  • Make the call fun, friendly and informative.
  • If you don’t call your customers there is a chance other wineries are – because customers buy from multiple wineries.

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