In the bustling world of wine, attracting new customers to your wine club can feel like a full-time job. Tash Stoodley reports.
But let’s be honest – keeping the ones you’ve got is where the real magic happens.
A subscription wine club is where your most devoted customers gather, and your biggest challenge is making sure they stick around.
So, let’s dive into some tried-and-true strategies to keep those subscriptions flowing.
First things first – audit your offering.
Make sure your wine club is following through on its promises and perks; if you consistently meet member expectations, you’ll enhance their overall experience and foster loyalty.
In a crowded market, being reliable and trustworthy can really help you stand out.
Your relationship with each member should be nurtured with care – offering personalised experiences can transform a casual sipper into a lifelong devotee.
Consider creating member profiles to track preferences, past purchases and even personal milestones.
When a member feels seen and remembered, you’re no longer just another winery; you’ve made a real connection, and they’ll love you for it.
Make sure your members know how much they’re valued, and create exclusive events that make them feel special.
The more unique and exclusive the perks, the more valued your members will feel, and by offering unique experiences, your wine club becomes more than a subscription – it’s an adventure.
Entice your wine club members with exclusive offers.
Early access to new releases, members-only wines, and special edition vintages can add that feeling of exclusivity.
When your members feel like they have access to something rare, they’re more likely to stay engaged and eager for the next reveal.
Staying in touch with your members is crucial.
Offer your member exclusive content, and educate them on the finer points of wine.
From understanding tannins to the nuances of ageing, your wine club can be a place of learning and discovery.
Monthly newsletters filled with fun wine facts, a glossary of terms, or hosting virtual webinars with a sommelier can enrich their knowledge – and when they know more, they appreciate more.
And don’t forget to celebrate milestones – a happy one-year subscription anniversary email with a discount code can go a long way.
Loyalty programs aren’t just for airlines and coffee shops.
Consider a tiered loyalty program where the longer members stay, the better the rewards.
For example, after six months offer a 10 percent discount on all purchases; after a year, provide free shipping on all orders.
Milestone gifts are another great way to reward loyalty.
Every now and then, throw in a little something extra.
It could be a small gift, a personalised note, or an extra bottle of wine.
These unexpected surprises can delight your members and reinforce their decision to stay with your wine club.
Use holidays and special occasions as opportunities to send these surprises.
It shows that you go above and beyond to make them happy.
Humans are social creatures, and your wine club members are no exception.
Foster a sense of community with a private Facebook group or an online forum where they can share their wine experiences, ask questions and connect with fellow wine lovers.
Host virtual wine tastings where members can interact with each other and your team, and build a community around your brand.
This might seem obvious, but it can’t be overstated – your wine needs to be good.
No amount of clever marketing or slick events will cover up a subpar drop. Invest in the quality and consistency of your wine because, at the end of the day, that’s what people come back for.
Your members are your best source of feedback.
Regularly ask for their opinions on everything from the wines they receive to the overall subscription experience.
More importantly, act on this feedback.
If multiple members suggest a change or improvement, make it happen and let them know you’ve listened.
This responsiveness builds trust and loyalty.
For instance, if members express interest in more educational content, consider creating video tutorials on wine tasting and pairing.
Increasingly, consumers are valuing sustainability, and in the world of winemaking, this can be a significant draw.
Share your practices regarding sustainable viticulture and how you’re working to ensure that the land producing their favourite wines remains fertile and intact.
This shared respect for the environment can deepen the roots of member loyalty.
Finally, keep an eye on your data.
Track key metrics like churn rate, customer lifetime value, and engagement rates.
Use analytics tools like Google Analytics and your CRM to gather this data.
Identify trends and areas for improvement.
For example, if you notice a spike in cancellations, dig into why that might be happening and address it promptly.
Maybe it’s a seasonal trend, or perhaps there’s a particular shipment that didn’t meet expectations.
Customer retention in a wine subscription club isn’t just about keeping your members – it’s about creating an exceptional, personalised experience that makes them excited to stay.
By implementing these strategies, you’ll not only keep your current members happy but also turn them into enthusiastic ambassadors for your brand.
And that’s something we can all raise a glass to.
Tash Stoodley is director of Savvy Comms – Instagram.com/savvycomms. This article first appeared in the July-August 2024 edition of WBM – Australia’s Wine Business Magazine.
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