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In our analysis of Wine Club Scorecard responses, some surprising trends have emerged. Many wineries are missing crucial strategies that could dramatically boost growth and member engagement. Here are some of the biggest opportunities revealed so far:
1. Tracking Member Churn: A Critical Oversight for Retention
Surprisingly, 40% of wineries don’t track their membership churn—the rate at which members leave the club. Without churn data, understanding why members are leaving becomes difficult, making it challenging to take proactive steps to keep members engaged.
Tracking churn allows wineries to spot trends, like when members are most likely to leave or what offerings might need improvement. For wineries new to tracking churn, the Wine Club Scorecard offers straightforward steps and retention strategies to reduce attrition and maintain a thriving membership.
2. Offering Flexible Membership Options: Personalization Matters
While traditional wine clubs are known for their set structures, 19% of wineries don’t offer flexible membership options to meet diverse member preferences. Today’s consumers increasingly expect customization, and by not providing it, wineries may be missing out on higher engagement and satisfaction rates.
Flexible options might include letting members pick specific wines, offering seasonal skips, or creating tiered membership levels. Wineries that offer these choices often see greater retention, as members feel empowered to shape their experience. The scorecard provides actionable steps to help wineries introduce or enhance flexibility, making memberships more attractive and sustainable.
3. Personalized Communication: The Power of Relevance
Email marketing is a primary strategy for engaging wine club members, yet 40% of wineries aren’t personalizing their communications. Sending generic messages risks making members feel like just another name on a list rather than valued participants in a community.
Personalized communication goes beyond using a member’s name; it can include relevant content based on past purchases, interests, or milestones. Wineries using personalization report higher email open rates, stronger engagement, and increased loyalty. Our scorecard highlights easy ways to personalize emails—from segmenting lists based on purchase behavior to including member-specific content—to drive engagement and retention.
4. Upselling to Members: Unlocking Revenue Potential
Another finding shows that 19% of wineries don’t take advantage of upsell opportunities, such as premium memberships, exclusive releases, or member-only events. Upselling increases revenue while enriching the club experience, making members feel like they’re receiving something special.
Whether it’s offering a limited-edition wine, hosting exclusive tastings, or adding a VIP club tier, upselling can be an effective strategy to boost revenue and member lifetime value. The scorecard shares creative, resource-friendly upsell ideas that wineries can adopt to deepen member relationships.
5. Gathering Member Feedback: An Overlooked Tool for Improvement
Nearly half (47%) of wineries don’t systematically collect feedback from members about their wine club experience. Without feedback, wineries miss out on valuable insights and may struggle to identify what’s working well versus what could use improvement.
Collecting feedback doesn’t have to be a formal, time-consuming process; it can be as simple as a post-shipment survey or a follow-up after events. The scorecard encourages wineries to make this a priority and guides gathering and using feedback to fine-tune wine club offerings and improve satisfaction.
The Impact of Ignoring These Key Strategies
These insights reveal significant opportunities for wineries to strengthen their wine clubs. Neglecting areas like personalized communication or member feedback can result in disengaged members and lower retention rates. On the other hand, personalization and responsiveness foster deeper connections, creating a loyal and satisfied membership base.
Using the Wine Club Scorecard, wineries can easily pinpoint which of these areas need attention and receive tailored recommendations to address gaps.
Why We Created the Wine Club Scorecard at vinSUITE
For over 20 years, vinSUITE has partnered with wineries to build stronger DTC channels and thriving wine clubs. We created the Wine Club Scorecard to provide wineries with a clear path to improvement, backed by proven strategies and industry insights.
Our mission is to help wineries grow their memberships, increase retention, and maximize the lifetime value of each club member. With personalized, data-driven insights, the Wine Club Scorecard equips wineries with the tools to elevate their wine club operations and engage members like never before.
Take the first step in uncovering hidden opportunities and building a more profitable, resilient wine club. Try vinSUITE’s Wine Club Scorecard today to see where your club stands and discover actionable ways to strengthen it.