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Best Practices for Wine Clubs: Wine clubs are not new and many wineries have one or more clubs. Active Club Management works with over 200 clubs and we have learned what does and what doesn't work. We share that information with you so that all of you can have successful and profitable wine club program.

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BEST PRACTICES
  • Clearly define your goals and clubs: Often this is the most difficult part of the business. Knowing your goals will help you determine if you are on track or if you need to make adjustments with your program.
  • Define your clubs: Know exactly what you are offering, the frequency of delivery, options for returns, cancellation, minimum participation, promotional offers, advantages of being in the club. By defining these in the advance expectations can be set for your team members and customers.
  • Secure club information: Clubs can generate a significant portion of an organization's revenue. Losing that information to a hacker or virus, equipment malfunctions, flood, fire, or an angry employee can be devastating.
  • Securely backup your data and Encrypt your data: People often feel a firewall will secure their system, however many firewalls fail and a virus infects and destroys sensitive information. If the virus can penetrate a firewall so too can a hacker. Protect your data!
  • Communicate with team members: Your entire team needs to know the goals and all the details of the clubs prior to getting started. That way, they can support the program with a consistent message. Keeping your team informed will create enthusiasm and support for the success of your club.
  • Communicate with club members: Club members become a part of your business's community. Let them know what's happening, announce new products, promotional offers, events, etc.
  • Optimize the efficiency of your club(s): Don't get caught doing the same things over and over. If a club member changes address the new address has to be updated in the billing, email, club and accounting systems. If you have multiple systems which require you to make duplicate entries, find a way to eliminate that duplicate work.
  • Automate as much as possible:

    •     o  If you pre-authorize credit cards 15 days prior to a shipment, schedule your system to automatically do that for you.
        o  If you have shipping rules, enter the rules in your system and let the system do that work for you.
        o  Instead of spending your time preparing the reports, schedule the reports to be generated and delivered automatically by your club system.
  • Make informed decisions: Knowing the progress of your club will allow you to make informed decisions. Knowing where you stand will change behavior and maximize your chance for a successful club program.

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