growing your wine club - miryam chae
TRANSCRIPT
Wine Club
What Works
Miryam ChaeDirector, DTC
Guaranteed Money
• Why should you focus on your wine club?– Club members are your most “guaranteed”
profitable customers.
CONVERSION
Are you “attractive”?• What makes you more better than the next?
Review Benefits
• Special wine for club only• Unique event• Different tasting area• User-choice club• Shipping Incentives
Measure Success
Your Star Players
95% of signs up are generated in the Tasting Room
• Staff Incentives• Training/Tasting• Ongoing contests
RETENTION
Are you loved?
What are your “perks”?
• Anniversary Perks– Clos du Bois Anniversary Gifts
• Wine Club status– Allow them to upgrade to a more exclusive level
• Special events
Break Up Rebuttals
COMMUNICATION
Stay in Touch
• Action-based emails• Feedback tools
Action Emails
• Open Rate: 45-50%
• Provides contact info
• No Sales Pitch
Other examples
• Welcome to the club– 80-90% open rate
• Declined credit cards– 50-60% open rates– Declines rates have gone from 15% down to 5%– Allow online account updates
• Birthday and Club Anniversary – Increased revenue ($5-10k monthly)
Feedback Widget
Feedback WidgetMobile Version
Questions68%
Like9%
Dislike20%
Suggestion3%
Customer Feedback Submissions
“The BDAY code of 25% I was inform coupon does not exist!! What's up with this!!”
“In the 80's we used to drink Gamay rose, then all of a sudden it was no where to be found. We heard because of weather conditions the "gamay" grapes were ruined. If so boo hoo, we are sad!”
“The best wine my fiancé and I have ever had. We have been to Napa twice just to get this wine.”
“We are from the UK and have noticed that you do not ship internationally. Is there any other way to purchase this product?”
“I was at your winery and Phil introduced me to some nice red wines. I did not like red wine but I loved the wines he had for available for tasting. He was very helpful and really knows his wines. ”
“Do u have concerts? Thought I heard on KRSH.”
QUESTIONS?
