If you’re in the business of selling wine, you probably have -- or are seriously considering -- a wine club. Reaching your customers directly with automatic shipments of wine is a great way to build your business and your profitability.
In this free 30-minute webinar, we will explore the best ways to build your wine club and share proven strategies for making your club attractive to your best customers. We'll also review the key components of a successful wine club and tips for continued success once your club grows.
The story of the California wine industry is replete with interesting characters, historical milestones, and wacky situations.
Indeed, the history of wine in California is tied to the history of modern California itself. It all began with the Spanish colonization of the area. During the 18th Century Spanish missionaries, led by Franciscan friar Junípero Serra Ferrer established a series of missions ranging from San Diego to Sonoma. And, of course, the one thing that is absolutely necessary for Catholic mass is nor a chapel or church, but WINE for the sacrament. It was the friar, monks, and their parishioners who first discovered that California provided ideal conditions for the making of good wine.
It wasn’t until the 19th century and immigration of other Europeans that California wine became a commercial proposition. The discovery of gold in 1848 in the Sierra Nevada Mountains brought an influx of fortune seekers from around the world. The discovery preceded the annexation of California from Mexico by only about a month, and the following year saw the population of the state explode. While a few made their fortunes, many did not. But, one fact was certainly true… they were a thirsty bunch.
It was a ready and open market for alcohol that spurred many of the early pioneers in the business to plant a few acres and start making wine for the “forty-niners” and others who followed in their wake.
While today, we tend to think of Napa Valley as the best that California has to offer, the early pioneers settled in other areas like Sonoma and Livermore. In 1882, three Czech brothers named Korbel built a winery in western Sonoma County and began making sparkling wine, one of the earliest wineries to do so. A year later in 1883, Carl Wente planted 43 acres in Livermore Valley and began a 130 legacy that is still owned and operated by the fourth and fifth generation Wente family. Their contributions to California wine include the Wente clone of Chardonnay, which is widely planted throughout the state and the backbone of many great wines from many producers.
Other’s followed and carried the industry into the 20th Century… Georges de Latour, Andre Tchelistcheff, Cesare, Peter, and Robert Mondavi, and Ernest and Julio Gallo are but a few of a long list of names of individuals whose vision, determination, and spunk have made California wine what it is today.
In this slideshow you will learn how grapes go from being in a vineyard to becoming that seductive beverage love all over the world. We will also share the secret, how the bubbly gets its bubbles in the process of making Champagne.
Our Vision !! Educaterer India is an unique combination of passion driven into a hobby which makes an awesome profession. We carve the lives of enthusiastic candidates to a perfect professional who can impress upon the mindsets of the industry, while following the established traditions, can dare to set new standards to follow. We don't want you to be the part of the crowd, rather we like to make you the reason of the crowd. Today's Effort For A Better Tomorrow
The story of the California wine industry is replete with interesting characters, historical milestones, and wacky situations.
Indeed, the history of wine in California is tied to the history of modern California itself. It all began with the Spanish colonization of the area. During the 18th Century Spanish missionaries, led by Franciscan friar Junípero Serra Ferrer established a series of missions ranging from San Diego to Sonoma. And, of course, the one thing that is absolutely necessary for Catholic mass is nor a chapel or church, but WINE for the sacrament. It was the friar, monks, and their parishioners who first discovered that California provided ideal conditions for the making of good wine.
It wasn’t until the 19th century and immigration of other Europeans that California wine became a commercial proposition. The discovery of gold in 1848 in the Sierra Nevada Mountains brought an influx of fortune seekers from around the world. The discovery preceded the annexation of California from Mexico by only about a month, and the following year saw the population of the state explode. While a few made their fortunes, many did not. But, one fact was certainly true… they were a thirsty bunch.
It was a ready and open market for alcohol that spurred many of the early pioneers in the business to plant a few acres and start making wine for the “forty-niners” and others who followed in their wake.
While today, we tend to think of Napa Valley as the best that California has to offer, the early pioneers settled in other areas like Sonoma and Livermore. In 1882, three Czech brothers named Korbel built a winery in western Sonoma County and began making sparkling wine, one of the earliest wineries to do so. A year later in 1883, Carl Wente planted 43 acres in Livermore Valley and began a 130 legacy that is still owned and operated by the fourth and fifth generation Wente family. Their contributions to California wine include the Wente clone of Chardonnay, which is widely planted throughout the state and the backbone of many great wines from many producers.
Other’s followed and carried the industry into the 20th Century… Georges de Latour, Andre Tchelistcheff, Cesare, Peter, and Robert Mondavi, and Ernest and Julio Gallo are but a few of a long list of names of individuals whose vision, determination, and spunk have made California wine what it is today.
In this slideshow you will learn how grapes go from being in a vineyard to becoming that seductive beverage love all over the world. We will also share the secret, how the bubbly gets its bubbles in the process of making Champagne.
Our Vision !! Educaterer India is an unique combination of passion driven into a hobby which makes an awesome profession. We carve the lives of enthusiastic candidates to a perfect professional who can impress upon the mindsets of the industry, while following the established traditions, can dare to set new standards to follow. We don't want you to be the part of the crowd, rather we like to make you the reason of the crowd. Today's Effort For A Better Tomorrow
presentation on world renowned scotch whisky, Glenfiddich. This presentation will help the HM students in food and beverage operations, to understand the manufacturing process of any scotch whisky and reveal interesting facts.
Wine Clubs and Recurring eCommerce: the times a-changingBruce McGechan
This presentation was from a workshop series done in New Zealand in Q1 2015. It covered:
- why traditional eCommerce and email marketing has failed to increase direct-to-consumer sales
- how to grow your wine club and successfully sell it at the cellar door
- how to calculate wine club profitability
- how to structure a wine club, including schedules, quantities and prices
Note a wine club is not a newsletter rather it is a "subscription" agreement. The wine consumer gives the winery their credit card details and agrees to periodically buy wine. This credit card subscription is the fundamental difference between selling multiple bottles over time rather than a single bottle at the cellar door.
Indeed 83% of wineries in the US have this sort of wine club and the Australian wine industry has started to notice and now the likes of Brown Brothers, McWilliams, De Bortoli and many more have moved to subscription-type wine clubs.
Bruce McGechan is a wine digital media expert, the author of "Wine Marketing Online: How to Use the Newest Tools of Marketing to Boost Profits and Build Brands", and head M&P a specialist wine ad agency.
Merrill Research, Wine Club Dynamics: Topline Report - 2018the Hartsook Letter
OBJECTIVES:
Understand winery club member profiles, behavior, and wine club preferences in order to reveal ways to keep members happy, or win them back if they’ve left. This report leverages 3 research projects conducted by Merrill Research:
presentation on world renowned scotch whisky, Glenfiddich. This presentation will help the HM students in food and beverage operations, to understand the manufacturing process of any scotch whisky and reveal interesting facts.
Wine Clubs and Recurring eCommerce: the times a-changingBruce McGechan
This presentation was from a workshop series done in New Zealand in Q1 2015. It covered:
- why traditional eCommerce and email marketing has failed to increase direct-to-consumer sales
- how to grow your wine club and successfully sell it at the cellar door
- how to calculate wine club profitability
- how to structure a wine club, including schedules, quantities and prices
Note a wine club is not a newsletter rather it is a "subscription" agreement. The wine consumer gives the winery their credit card details and agrees to periodically buy wine. This credit card subscription is the fundamental difference between selling multiple bottles over time rather than a single bottle at the cellar door.
Indeed 83% of wineries in the US have this sort of wine club and the Australian wine industry has started to notice and now the likes of Brown Brothers, McWilliams, De Bortoli and many more have moved to subscription-type wine clubs.
Bruce McGechan is a wine digital media expert, the author of "Wine Marketing Online: How to Use the Newest Tools of Marketing to Boost Profits and Build Brands", and head M&P a specialist wine ad agency.
Merrill Research, Wine Club Dynamics: Topline Report - 2018the Hartsook Letter
OBJECTIVES:
Understand winery club member profiles, behavior, and wine club preferences in order to reveal ways to keep members happy, or win them back if they’ve left. This report leverages 3 research projects conducted by Merrill Research:
Benefits of Mobile Ordering and Rewards for Coffee Shopsjoecoffeeapp
Mobile has completely transformed how goods and services are consumed. It's already made a massive impact on the lunch and dinner crowd with services like UberEats, GrubHub, and DoorDash, but those services don't work for coffee & snack behavior. National chains like Starbucks offer a mobile ordering experience people can trust and indie coffee shops and stands have been unable to keep up until now.
Chamber Membership Brings Credibility to Your Business
Positive perception increases among consumers and business owners when a business is identified as a member
of the local chamber of commerce.
A national study by the Schapiro Group, an Atlanta-based market research firm, reveals a number of important
findings about how consumers and business
Technology is playing an ever greater role in how you connect with customers, provide good service, and market your coffee shop. Shop operators around the nation are utilizing technology to entice customers to visit more frequently and spend more with each visit!
In this complimentary 30 minute coffee tech webinar recording, we’ll discuss some of the tools and techniques available to engage customers in new ways, build customer loyalty, and increase profits. We’ll also review the key components of a successful loyalty program and tips for getting started with a custom loyalty program for your shop.
Loyalty Strategy & Management in Hospitality - Course 1Ryan Draude
A small percentage of premium guests in the hospitality industry represent a majority of the profit, especially for hotel, restaurant, transportation, and credit card companies. But, how does a company give consumers a compelling reason to choose and frequently return to a brand won via a true connection with the organization?
Moving beyond this repeat business and into true loyalty and brand advocacy is big business in hospitality and travel. The landscape of loyalty and customer expectations is evolving dramatically due to new customer segment needs, the complex and expensive financial structures of programs, the ubiquity of programs across industries, and the transformation and accessibility of technology and information. The question for companies is how can they win in the ever-growing loyalty war.
The question for customer is whether the program is worthwhile to join. And, the overall question for the industry is whether true loyalty exists. This course looks analytically and creatively at the future of these programs, including deep insights into the business, finance, and design of loyalty programs, consumer perspectives, partnerships, and marketing efforts.
Digital Marketing Strategy Project: Airlie WineryChris Robisch
An example of a complete digital marketing strategy presentation. Online and Social Media audit, recommendations, and plan to improve the client's online presence, brand awareness, build a community, and generate leads and inbound traffic.
Kick-Start your Holiday Fundraising with eTapestryMichael Beahm
End-of-Year giving accounted for over 17% of overall giving in 2012. As we approach this year's holiday giving season, does your organization have a plan in place to make this year its most successful ever? Join eTapestry expert Brooke Csukas for a free live webinar as she shares how eTapestry's simple, automated, and affordable tools help nonprofits raise more money with fewer resources.”
Credit Card Processing Industry Response to the Increasingly Tech Savvy CustomerGranbury Solutions
Credit card processing is a critical component of your business, but maintaining a secure processing environment is more challenging than ever. Sid will discuss ways you can protect your business and your customers’ data in an every changing world of technology innovation.
It’s no secret that online ordering boosts ticket averages for restaurants and coffee shops, but how do you get started? In this session, we’ll dive into one of the easiest, most profitable ways you can grow your online ordering sales right away – suggestive selling.
As you see in the news every month, credit card breaches are on the rise. Recent investigations into credit card merchant breaches indicate that many attacks have been aimed at insecure remote access. In this session, Matt will cover how a credit card breach happens, what you should do to protect your business and your customers, and how you can take action to secure remote access in your system.
Learn how and why to control your Wi-Fi and add real dollars to your bottom line! As a founding partner at WEBbeams, Brian will share the company’s expertise on deploying a national Wi-Fi network in coffee retail stores, with the goal of creating more loyal customers and revenue for you! Having "free with purchase” Wi-Fi will create a better user experience, and promote table turnover. Wi-Fi is a valuable opportunity to engage your customers through social media, and keep them informed. Find-out why a commercial grade service is needed to make them happy, and help protect you from Wi-Fi related hassles and liabilities.
Continuous innovation is an imperative for any hospitality business as their customers and vendors rapidly adapt to an evolving technology landscape. Emerging technologies supporting seamless integration across channels, mobility, socially-aware applications, big-data, and real time predictive analytics are all contributing to profound transformations of today’s business models. During this presentation, you will learn best practices for remaining innovative and asking critical organizational questions as you consider similar efforts in your own business.
Granbury Customer Conference Introduction Keynote. Covers details about our expansion into wine and retail industry, company health, what's new in point-of-sale technology, tablet POS, and more!
For independent restaurant owners, competing with national and global chain restaurants can seem like a daunting challenge. With the growth of major chain restaurants on the rise, independent or small chains looking to grow have to spend their time and money more wisely.
In this 30-minute, complimentary webinar, Fred Dilkes (Granbury Restaurant Solutions), will walk us through surprisingly effective ways that restaurant owners are using innovative marketing strategies, a new approach to customer relationships and powerful technology to grow their bottom line.
Coffee Shop Manager Headquarters offers you the powerful management tools and complte control you need to grow your multi-store cofee shop business! Coffee Shop Manager Headquarters(HQ) is designed for the multi-location company that wants to consolidate transaction, inventory employee and customer information.
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Fred Dilkes, VP
WineWare Software
Introduction
• Serving wineries since 2003
• WineClub, E-Commerce & Tasting Room POS Software
• Hundreds of wineries nationwide use our solutions
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For most small wineries, Direct-to-
Consumer sales represent nearly
70% of all case sales.
Why A Wine Club?
That’s why 75% of
wineries have a wine club
Source: http://www.winebusiness.com/wbm/?go=getArticle&dataId=89075;
http://www.winebusiness.com/wbm/?go=getArticle&dataId=99945
70%
75%
4. 3/13/2014 43/13/2014 4
DTC wine sales expected to rise this
year
Why A Wine Club?
While other wine sales
may fall
Source: http://www.cnbc.com/id/100966091
13%
-8%
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Club Benefits
Source: http://www.winebusiness.com/wbm/?go=getArticle&dataId=99945
2/3
It’s estimated that the wine club
contributes 2/3 of the profitability at most
wineries.
• Guaranteed, reliable income & Cash flow
• Direct access to end consumers
• Higher margins
• More likely repeat purchases
• Loyal Advocates = New Customers
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Emotional Benefits:
• Enjoy a treat
• Have something special
• Easily entertain
• Impress your friends
• Be part of a community
• Bring friends to events
• Use wine as gifts
Member Benefits
Intellectual Benefits:
• Discounts
• Free Tastings
• Exclusive Events
• Exclusive Wines
Appeal to both sets of benefits when
selling your club!
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Create A Club
Source: “Using Data for Better Decision Making” presentation at the Unified Wine
& Grape Symposium, Jan 28, 2014
59%
Of wine clubs offer the guest a
choice of clubs to join
Consider:
• Reds / Whites / Mixed
• Price point – entry level, premium
• Quantity of bottles (2, 4, 6)
• Frequency (Quarterly, Semi, Yearly)
• Personality / themed clubs
• 1 to drink, 1 to share, 1 to collect
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Shipping Strategy
Source: http://simplehedonisms.com/archives/4353
Consider subsidized shipping to boost volume
& stand out
Example 1:
Customer Pays Shipping
100 customers, 4 bottles ea.
Avg. $20 per bottle
30% margin
Net Profit: $2400
Example 2:
Free Shipping on 6 bottle club
100 customers, 6 bottles ea.
Avg. $20 per bottle
23% margin
Net Profit: $2760
9. 3/13/2014 93/13/2014 9
Create A Club
Do:
• Reflect Your Brand
• Think “Value Add”
• Personalize
• Have Fun
Don’t:
• Let Customers pick the
wines
• Dump overstock or excess
inventory
• Send the same thing each
time.
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Create A Club
Source: http://www.winebusiness.com/wbm/?go=getArticle&dataId=75974
$25 and less
4%
$26-$50
19%
$51-$75
27%$76-$100
12%
$101-$150
19%
$151-$200
5%
> $200
6%
Don’t Know
8%
Average Price of Wine Club Shipments 2010
Most
Popular
Also Good!
11. 3/13/2014 113/13/2014 11
Boost Your Club
Creative Ideas:
• Exclusive wines
• Discount on wine purchases
• Member events
• Added benefits for higher club tiers
• “Velvet rope” club-only tasting area
• Concierge services in area – help with trip planning
• Pick up parties for members
• Pairings with artisan cheese, chocolate, olive oil
• Lifetime tasting pass
• Refer a friend promotion
• Wine Seminars
• “Education” such as science of wine or aromas
• Organize a wine tour or vacation for members
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New Competition
• Winery Growth
• Web-based multi-winery clubs
• Magazine, Hotel & other branded clubs
• Chain tasting rooms (Vino Volo)
Interactive Small Sample Bottles
Vote For Favorites
Feedback from customers
“Customized” shipments
Focus on education
Vertical tastings / regions / flights
“Competitions” & “Status”
Source: http://www.cnbc.com/id/100966091
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Brand Your Club
Your club should be a unique reflection of your
brand!
• Think about what makes your winery unique
• Structure your club around your brand
Be sure you can continue to offer the promised
benefits when your club grows in membershipTIP
14. 3/13/2014 143/13/2014 14
Promote Club
Source: http://www.winebusiness.com/wbm/?go=getArticle&dataId=75974
1084
Average number of members in a
winery’s club
10%
Average conversion of tasting
room visitors to club members
15. 3/13/2014 153/13/2014 15
Promote Club
Source: http://www.winebusiness.com/wbm/?go=getArticle&dataId=46704
http://www.winebusiness.com/wbm/?go=getDigitalIssue&issueId=6633
In the Tasting Room:
90%
Of club members are signed up
in the tasting room
34%
In a 1000 tasting room visit study,
only 34% mentioned the wine club
16. 3/13/2014 163/13/2014 16
Promote Club
In the Tasting Room:
• Train & Script Staff
• Provide proper incentives: Cash, gift cards,
logo apparel, merchandise, team & individual
• Brochures & Signage visible
• Show club prices on wine lists
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Train Staff
Uncover hidden objections:
• Do they know why the club is important?
• Do they feel the club is a hassle to manage?
• Do they feel it is a benefit to your guests?
• Do they understand your brand’s story?
• Do they understand the structure of the club?
• Do they have materials to present?
• Are they incented properly?
• Are you keeping score and celebrating success?
Do a tasting before each shipment so staff can answer
questions and promote reorders
TIP
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Promote Club
Outside The Tasting Room:
• Outside events, tastings.
• Cultivate your e-mail list
• Social media
• Target customers who have purchased a case
• Refer a friend promotion
• Promote Gift Memberships
• Work with businesses who send customer gifts
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Manage Your Club
The Power of Wine Club Software
• Easy to process shipments
• Complete customer history
– purchases & interactions
• Manage compliance issues
• Inventory Tracking
• Easy, secure credit card
processing
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What to Look For
Flexibility
• Multiple club types
• Configurable pricing tiers / discounts
• Customizable Reporting
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What to Look For
Integrations
• Integrate with your tasting room POS
• Share inventory info
• Share customer data, pricing
• Ship Compliant integration
• Shipping software integration
• Easy print of labels, pack slips, etc.
• E-Commerce integration
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What to Look For
Customer Service
• Member self-serve form
• Join or update profile from tasting
room or website
• Complete customer tracking
• Pre-paid, gift, no charge memberships
• Skip shipment for vacation or absence
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What to Look For
Credit Card Processing
• Security – PCI Standards!
• Decline Minimizer:
• Automatically updates expiration & new card
number
• Reduces need to call / potential cancels
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What to Look For
Communications
• Always get an e-mail!
• Segment “E-mail only” customers &
recruit them
• Stay in touch with club members
• Easy integration from club software
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What to Look For
Cloud vs. Local?
• Our software keeps data locally in your winery.
• Reliable access to data – many wineries are in
remote areas with unreliable internet.
• Cloud Outages
• Ownership / control of data.
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Tracking Results
What to Track:
• Membership Growth – new members added
• Membership Attrition – members who cancel
• Sales per Member – above & beyond club
• Conversion in tasting room – for email & club
Graph Courtesy VingDirect
27. 3/13/2014 273/13/2014 27
Improve Retention
Average member lifespan is 18-24 mo.
What is yours?
18-24
mo.
30-60%
You may experience 30% -
60% attrition per year!
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Improve Retention
Communication:
• Welcome members to the club
• Special thank you on anniversary of club
membership
• Communicate between shipments
• As members get close to average drop-out
time, reach out, give extra benefits.
• Escalate benefits in 2nd year.
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Improve Retention
Connection:
• Encourage members to share with social
media
• Issue a membership / loyalty / gift card
• Encourage guests at events
• Foster community
• Make it fun – surprises, gifts, treats
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Improve Retention
Flexibility:
• Offer a lower priced option or
less frequent shipments
• Allow a 6 mo. Hiatus from
shipments while keeping other
benefits
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Improve Retention
Follow Up:
• Survey customers who leave – why?
• Stay in touch after they leave – keep
marketing. They may still purchase a gift
membership or wines.