Wine Club Members at Risk? How to be Proactive and Lower Attrition

October 5, 2021

For many wineries, Wine Clubs are the single biggest driver of sales. Wine clubs create loyal customers, drive repeat purchases, create personalized experiences, and offer exclusive perks and discounts to those who join.

While there are many reasons for a consumer to join a wine club, there are also many reasons for a member to leave. From health concerns and change in lifestyle, to preference, looking for more flexibility - the list goes on. It’s not only critical for wineries to identify what the reasons are, but also to understand their own club average tenure, and understand which members may be at risk. Conducting a membership analysis is not only great insight for wineries, it also makes room for wineries to be proactive and make the right moves to retain members.

Step one: Understanding Average Tenure

Average tenure refers to how long a member stays with your club, exactly what we were referring to above. With insight into this metric, wineries are able to make better-informed decisions for their members, determine where the drop-off is throughout their lifespan, and learn where they can interfere to reduce member attrition. This allows wineries to put in place strategic initiatives to improve Wine Club performance and lose fewer members.

Step two: Identify members at risk

It’s important for wineries to understand the average lifecycle of how long members stay with their club. On average, a wine club subscriber keeps their subscription for 18-36 months. What does this look like for your winery? Once you understand the average timeline that a member stays with your club, you can dive into which members have passed or are approaching that timeframe. Take this as an opportunity to check in to see how satisfied they are with their club offering and make room for them to provide feedback.

Step three: How to reduce attrition (the rate at which members churn) 

When wineries stay on top of their club metrics and members at risk, they are able to easily view membership churn and are able to reach out to learn more about the reason they are canceling. While the reason that a member leaves your club can vary, the most critical part for wineries is understanding why and having the opportunity to incentivize them to stay or what will keep them as members. Communication alone will be a large driver in member retention, staying up to date with their preferences, learning what’s missing for them, and showcasing what the club has to offer will keep them engaged and satisfied. The happier the members, the higher retention, and lower attrition. 

Step four: Find a solution to help

Wineries that rely on manual processes are often bogged down by multiple spreadsheets and overloaded with data, making it extremely difficult to pull insights and uncover findings. With DTC Reporting Software like WinePulse, wineries can easily identify Wine Club members at risk before they cancel their club membership. 

WinePulse automatically identifies club members at risk by comparing their current tenure to the average tenure of members in their dedicated clubs. Automated reporting is the easiest way to stay on top of Wine Club metrics and lower club attrition. Request a demo to learn more.