By nurturing the relationships your winery has with its customers, your wine club members will engage with you, spend more money and churn less. In this blog we are looking at 4 ways to hold on to your valuable club members.
1. Create convenience
While it’s important for all your customers to have a smooth buying experience, we recommend that you also differentiate between members and non-members so that your club members feel the perks of membership and stay enrolled.
It is so important to listen to your customers. If you are frequently hearing the same request, consider creating a new club tier to offer this. For example, if you only send six bottles in an order and you are hearing of people cancel because they have too much wine, consider a two or four bottle club. Frequent meetings with your staff selling the club might provide more ideas.
2. Focus on Your Tasting Room
Consumers love in-person experiences and focusing on your tasting room experience is a good way to impress members. Need some inspiration? Follow these 6 steps to improve your tasting room experience.
With the resurgence in tasting room traffic, ensure that your onsite experiences are engaging and memorable, delivered by hospitality driven tasting room associates. Club members will be reminded of why they joined your club in the first place and will be eager to share the experience with their friends and colleagues.
Tip: WineDirect's powerful List Builder tool can help you segment your customer list into categories. This will give you more insight into your customer database.
Segmenting your audience will also help you to identify club members that are at risk of ending their membership and give you the tools to investigate past cancellations in order to really understand where you can proactively reduce churn.
Tip: Use WineDirect's carrots to flag these important details in your customer's record and have it display for staff in the tasting room.
4. Stick to Your Long-term Strategy
Offering discounted wine to your members can be a great way to entice people to join, but it may not be the best long term strategy. So, before you mark all of your exclusive wines down, think deeply about your master plan, and how discounts will really factor into this.
For example, we know that shipping incentives are more successful than purchase discounts. There are different ways to implement shipping incentives, of course. Here are a few ideas:
Offer low, flat-rate shipping ($10-15) that may vary based on each club tier. You can also make shipping included (free) for your highest tier.
Allow members to add on to their club order without payment more for shipping.
Offer discounted shipping to out-of-state members who can’t take advantage of other more “local” perks like events.
We hope we’ve given you some ideas on how to make sure those very important club members don’t take a back seat. We would love to see your member benefits so be sure to send them to us on social media!