A wine club isn’t simply a source of revenue- it’s how the culture of a winery is created and maintained. Over time, though, a winery may see attrition (the slow but steady loss of members), and a lack of active participation by members that remain. As a result it’s important to put time and effort into re-engaging these two groups. Here’s a 3 Step strategic plan how using OrderPort to reduce attrition and get people back in the tasting room!
- Foster a sense of flexibility & participation
To prevent attrition in the first place, make sure members feel like they part of the process. A key reason that members will leave a club is lack of flexibility around wine allocations. Providing options for when a member receives their wine and which wines they receive will encourage more people to join your club and make current members feel like they are in control. OrderPort’s Customer Choice club type is great way to attract new members and engage with current members.
When a member can customize their allocation, they often spend more. OrderPort makes it easy for members to log into their allocation carts and customize the wines they want to receive. It’s also simple for staff to track who is and isn’t participating in the customization process. If a member hasn’t been customizing their order, it’s a great opportunity to reach out and let them know about their options. When staff are engaging directly with members, they are much more willing to participate in the process. It also lets them know that you are interested in them and their opinions. You are able to reach members individually or as group to encourage them to participate in the process.
- Reward Engagement
When people join a wine club, they expect to feel like they are getting something that others aren’t. A major reason people cancel their club membership is that there is a perceived lack of value. To prevent this, it’s important to create an engaging environment that is about more than just consuming wine.
Regular events and exclusive access keep members in the fold. When someone has been a member for a long time, or is becoming one of your best customers, it’s important make sure they feel special. OrderPort makes it easy to track your longtime and high value members. Quickly use reports to find these customers and create targeted campaigns. Offer these members exclusive access to products and events. When other members learn about this perk, they will be encouraged to spend more and keep the membership active. With OrderPort’s Loyalty program, you can add another layer of exclusivity by making certain experiences available only to those with the right amount of loyalty points.
Keeping regular events through the year means that members perceive activity and reasons to go. Better yet, if you can incorporate free events for club members, it enhances the perceived value of the membership.
Physical mail is a wonderful touch that makes members feel special. In the 21st century, receiving mail almost always means receiving a bill or bad news. When a member receives a personal letter from you, it will stand out for both its novelty but also for the time taken to write it. A great way to utilize a handwritten note is on membership anniversaries or birthdays. This information is readily available in OrderPort along with any members notes to make crafting a personalized message quick and easy.
- Reach Out to Former Members
OrderPort makes it easy to keep track of both active and former members. Quickly run reports to see who your former members are and reach out to them at regular intervals. Just because they are no longer members doesn’t mean they don’t want to receive updates from your business.
Offer an exclusive discount or event that reintroduces these former members to your brand. An example is a “alumni” weekend in which former members are given access to club discounts and wines. Getting them in the door and getting reacquainted is not only a great way to drive sales but also hear first-hand about why they left in the first place. Take this time to chat with them and learn more about what are looking for.
Following your Alumni weekend, use OrderPort’s robust CRM tools to follow up and thank them for taking the time to come out to the tasting room. Encourage them to join your club again- especially if you’ve created a new model since they last were members. Creating new membership options will encourage them join again. You can even send them a direct link to your new club’s sign-up page!
To learn more about maintaining your clubs, visit OrderPort Strategies!