Ready to boost wine sales? Join the club.
Tips for creating a wine club every customer will want to be a part of.
The great Groucho Marx said, “I refuse to join any club that would have me as a member.” He might have changed his tune, though, if he’d known about the right wine clubs.
Wine clubs are a critical component of a winery’s revenue—contributing an average of nearly 50% of total direct-to-consumer (DTC) sales.* But, in recent years, clubs have been taking a hit: Fewer people are visiting wineries, so fewer people are signing up. We’ve all got our fingers crossed that visits will pick back up this summer. But what can you do, in the meantime, to keep club sales growing in the face of changing times and a challenging economy?
It comes down to a 3-pronged strategy: keeping current club members happy, converting occasional buyers into regular customers and expanding membership to new audiences. Let’s take a look at some ways to spark new life into each of these areas:
Retention
You’ve already got these customers—make sure you hold onto them!
Make it personal: Keeping your club engaged means more than just discounts. Make sure you’re offering reasons to be a member beyond wine
This Article was originally published on Wine Enthusiast
