Instead of losing wine club members or putting their accounts on hold for 3 months, why not be creative and flexible?
I work for a small local wine retailer with a monthly wine club of 70 members. Our wine club retention is about average, but we are not as confident as we should be. We took a survey of our customers and found that they would certainly enjoy and appreciate a new "economy " tier. The average customer's response was, " hey I love my wine, I just can't afford my usual bottles anymore." and " I don't want to go without wine, so what do you have that I can afford?"
So we created a new tier with two bottles of wine a month for $25. Normally, we do a tier of two for $45. and a single bottle for $20. You can find great wines from Chili, South Africa, Argentina, and even France and Spain. And since we already have those wines onboard, we will start it March 1st. and........guess what?
We are already getting sign ups! It also attracts the 21 -30 yr olds! Once we get them in, we can offer them tastes of the 'more expensive' wines and offer a little wine education to boot!.
My point being, be flexible and be as creative as you can in your wine clubs. Invent new tiers, take surveys, find out what you are missing, give folks a reason to buy wine that they can afford and you will be more appreciated in the long haul. We all have to do our part! And we all want to keep our customers!
And please give them 'green' wine bags, so they can bring them in to refill.
Would appreciate hearing your ideas!!!! What are you small winery wine clubs doing?
And the large ones as well?
Maybe another topic would be..."And just HOW do you get them to pull off the road into my winery?" Or "WAIT, WAIT,turrn around and go back."
Carpe vino, Judith V.