growing your wine club - miryam chae - constellation
TRANSCRIPT
Wine ClubWhat works
Miryam ChaeDirector, DTC
Guaranteed Money
Why should you focus on your wine club? “Guaranteed” profitable customers
What are your levers?
Wine club only wine Unique events VIP Area User-choice club Surprise!
Exclusive Wines
Shipment only wines
Unique Events
VIP Area
User Choice Club
Surprise & Delight
Other Resources
Your Star Players95% of signs up are generated in the Tasting Room
Staff Incentives Training/Tasting Ongoing contests
Staff PerksIncentives What do you pay? Keep them engaged
Contests Best team Best % growth
Training Wine Club Details Shipment Tastings
Brand Ambassadors
Use your members
Refer a Friend
Give them a place
Follow up
Gifting Options Retention Email
Communication
How do you communicate? Action-based emails Feedback tools
Action Emails
More Action Emails
Welcome to the club 80-90% open rate
Declined credit cards 50-60% open rates Allow online account updates
Birthday and Club Anniversary Increased revenue
Feedback Tool
Feedback
Voice of the Customer Real-time customer insights
Emails team immediately Address and react to issues & answer questions Look for trends & opportunities
“Make font bigger on mobile”
“Your [online] prices are much higher then what I pay for your products [at retail]. What kind of deal is this? I buy most of mine from Target. This is insane.”
“We have found a few of your reds we love and direct from you is much better than trying to find them locally. Especially love the Briarcrest!”
What’s success?
Benchmarks Conversion Rates Retention Rates
Integrated Systems
Questions?
