Besides the key KPI’s for wine club management, you might also be asking yourself:
Why is only 10% of my email marketing contact list wine club members?
How well are we staying engaged with our members in between shipments?
Are my wine club shipments offering a unique enough experience beyond the wine?
Building an engaged group of loyal wine club members is increasingly vital to maintaining and increasing total winery revenue.
Wine club sales remain the second largest slice of total DTC revenue for most wineries, which is why wineries rely on their wine clubs to generate a predictive, consistent stream of revenue. However, wine clubs are constantly competing with other wineries to attract new members in order to balance out attrition rates, which continue to rise.
Your members often belong to more than one wine club.
You also have to take into consideration wine subscriptions. It's estimated that the average person is also a member of two re-occurring wine subscriptions. The primary consumers for subscriptions are between the ages 25-44.
Wine Club Members Are Liquid Gold to A Brand
They are not only your inner circle for consistent revenue. Wine clubs also gather valuable data to personalize member experiences, generate upselling opportunities, and to foster a sense of community around your brand.
Unfortunately, wine club shipments have become predictable for members.
We find that where it falls apart is when members receive consecutive seasonal wine club shipments after about a year, which is when they evaluate their memberships and subscriptions, and begin to cut back. A lot of this is due to economic issues, but members also get bored and compare the value they are receiving from other clubs and subscriptions.
On average, wine club members stay with their wine club for 18-36 months.
Now, there are many things your team is most likely already doing, like offering a curated wine selection, creating different member tiers with varying benefits. Hosting wine tastings, vineyard tours, and member-only dinners.
But, not providing enough unique experiences or opportunities for interaction with your winery that differentiate you can make members feel disconnected and less likely to renew.
One of the key factors for members to feel valued and stay is through regular engagement that shows you care, and by creating elevated wine club shipment experiences that go beyond the normal and are unexpected.
Heighten their Expectations
Provide a better experience that delivers a strong emotional connection by letting them know something special from the winery is waiting for them in their next wine club shipment.
This Is No Ordinary Experience
It’s a luxury concierge wine club experience.
We help you deliver a unique experience to your members right from the box and their mobile phone. The minute they scan the QR code from the box, they will experience a richer, more immersive experience of visual imagery, sound, and motion.
This emotional feeling will captivate your members and lead to better retention, upsell additional wine purchases and drive more visits back to the winery, making them feel connected rather than disconnected. Your members will feel like they are part of the winery, and will be able to experience their wines in a whole new way.
Our “Concierge Wine Club” portal is a unique and proven tool.
It enables us to bring your existing wine tasting notes, wine club benefits, and special events more to life, and heighten the member's imaginations of what these experiences would be like.
The portal is a lean-back technology using video, but not just any ordinary video.
Our videos are designed to move consumers from attention, to reaction, to a form of action. The videos automatically play through within a self-contained branded environment.
This self-contained environment is structured to guide your members through an experience that leads to an elegant path to buy more wine, and come back to the winery for events and special tastings that only members receive. There is no scrolling or navigating around. The only tap or click is when the customer is ready to buy.
Best of all, we do it all for you.
We use your existing content and assets, and our vast library. If you need a video strategy, we will do that too so you can leverage the content wisely across all of your marketing campaigns. We create your own branded portal, we update it as needed, and scorecard it for anytime optimization.
The portal can be used through the entire wine club experience - from your first outreach, to the time your guests step into your wine tasting room, through the tasting experience, when they leave your winery, and how you continue to engage with them.
At KAI2, our expertise is in crafting those signature moments for wine clubs and turning them into profitable and consistent revenue streams.
To learn more about how we do it differently and better, click on the link below. We would also like to offer you an opportunity to have us design a complimentary concept for your wine club.
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