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From Awareness to Evangelism: Top 3 Takeaways from Our Customer Journey Webinar

04/22/2025

Turning one-time visitors into passionate brand advocates can transform your DTC business. Our recent webinar with winery DTC expert Laura Simons revealed what industry leaders are doing differently to nurture stronger customer relationships throughout the entire journey. The insights shared apply to wineries of all sizes and provide actionable strategies that can be implemented immediately.

Creating a meaningful customer journey isn't just a buzzword—it's the key to unlocking deeper loyalty, stronger retention, and long-term wine club growth.

Missed the session?
🎥 Watch the full recording here »

🔑 1. Every Winery Already Has a Customer Journey. Whether You're Tracking It or Not

As Laura pointed out, every interaction—from website visits to in-person tastings—is a touchpoint. The question is whether you’re shaping those moments with intention.

Awareness → Consideration → First Purchase → Membership → Evangelism

Discover Your Current Path

Identify missed opportunities across digital and in-person touchpoints
Spot and fix friction points that may be driving customers away
Document the emotional highs and lows customers experience

Design With Purpose

Create consistent, delightful experiences across all stages
Connect previously disconnected interactions into a cohesive story
Align touchpoints with your unique brand values and voice

Take Action Now

List every customer touchpoint chronologically, from discovery to repeat purchase. Schedule a team meeting to identify which moments create the strongest positive impressions and which need improvement.

💬 2. Membership & Evangelism Start Before the Club Sign-Up

The strongest wine club members don’t just show up—they’re nurtured along the way. Laura broke down how early-stage interactions (like email tone, tasting room ambiance, and website usability) influence long-term decisions.

First Impressions Matter

Develop email communications that educate and engage
Design tasting room experiences that tell your authentic story
Ensure your website is intuitive and reflects your brand personality

Building Relationships

Make purchasing seamless and personalized across channels
Follow up after visits with genuine, non-salesy messages
Create moments of recognition that make customers feel valued

Creating Belonging

Let members customize shipments based on preferences
Make club members feel special when they visit your space
Provide opportunities for members to share their enthusiasm

Take Action Now

Review your last five customer communications. Revise your next message to focus more on building relationships rather than simply selling products.

📈 3. Measure What Matters—Then Optimize

It’s not enough to build the journey. You need to measure it, learn from it, and improve over time. Laura encouraged wineries to track engagement across stages using tools like Google Analytics, surveys, and heat maps.

Key Metrics to Track

Website engagement and conversion rates
Tasting room visit-to-purchase conversion
Club join rates and average membership tenure

Watch For Warning Signs

High bounce rates on key pages
Low conversion from big spenders to club members
Fewer referrals and social shares over time

Continuous Improvement

Use surveys to gather feedback at critical journey points
Test small improvements before full implementation
Review journey metrics quarterly with your team

Take Action Now

Set up tracking for three key conversion points on your website or in your tasting room experience. Commit to reviewing these metrics monthly to guide improvements.

What stage of your customer journey needs the most attention right now?

Is it creating awareness, improving the purchase experience, or nurturing long-term loyalty?

🎥 Watch the full webinar here to hear all of Laura’s insights, examples, and practical tips.

Post By: vinSUITE