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Much Ado About Wine Clubs

You've got a club, now what?

Last week, we made the case for why you should have a subscription club offered in your wine/liquor store. This week, we’re going to take it a step further and give you the expert tips on how market and manage your clubs to success.

Theme

The theme of the club is one of the most important aspects to draw in your customers. It must be interesting enough to keep customers engaged, but broad enough that you have enough product to create new shipments, and not repeat bottles. Below are some suggested themes and ideas to get you started.

  • Seasonal (Summer Whites, BBQ Reds, Spring Rosés)
  • Featured Bottle (Bourbon of the Month, etc.)
  • Variety (Reserve Club, New Bottles of the Month, Featured Producer)
  • Country (Spanish Reds, French Sparkling, Irish Whiskey)

Liked one of the ideas above? Get started with your clubs by contacting us today!

Preview

Customer Engagement is key. If this is news to you, check out this article here, don’t worry we’ll wait. Now that everyone is in agreement… Each month or quarter before you send out your club shipments, a great way to increase your customer engagement is to send a preview email. A simple product focused email that shows off the bottles that are coming in the next installment, which gets your customers excited, and keeps your store in their minds. And better yet, it creates a piece of content that they can share with friends and family to show off their new wine or liquor club.

  • Seasonal (Summer Whites, BBQ Reds, Spring Rosés)
  • Featured Bottle (Bourbon of the Month, etc.)
  • Variety (Reserve Club, New Bottles of the Month, Featured Producer)
  • Country (Spanish Reds, French Sparkling, Irish Whiskey)

Need help creating a product focused email? City Hive Merchants can use our beautiful email templates right in their dashboard! Contact us today to learn more!

Promote

Even though you have picked an amazing theme, with great products, at an affordable price, sometimes customers need a push in the right direction. The way you promote and market your clubs will get your customers over the hump and into subscribers. The best way to do so is to highlight the immense amount of value that your clubs create. Here are some ideas for your marketing strategy:

  • Discovery: Show your customers how they will be able to discover new varietals, producers, and maybe even their new favorite bottle with your club
  • Convenience: Highlight how easy and convenient it is to sign up and get an expert selection of bottles collected each month/quarter, and if you offer delivery.
  • Value: Offer a case discount on your wine clubs to only your club members to give them an incentive to purchase the subscription rather than buying individually.

Now that you know the best practices, contact us today to get started!

Next week, we’ll give a run down on the difference between subscription and club. Stay Tuned!

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