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September 23, 2009

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Jon Bjork

Excellent points! Wineries that offer SUPERB customer service keep club members much longer.

Here's another suggestion that we're offering with on of my clients: give the customer the option to tailor-make their shipments. In other words, let them exclude individual wines from your product line, include others and mess with quantities.

From an operations point of view, this is a nightmare, and I even cringed when I first thought of it. But isn't a wine club mostly about building a core group of your best customers that receive wine on a regular basis?

We've found that most customers stay with the standard and reds-only offerings anyway. If we found a group of customers polarizing toward a particular combination of products, we'd probably just make that another club option: the "Eclectic club" or something like that.

Steve Richards

Hi Mike,

Excellent post!

We have seen some wine clubs take some hits in the recent years due to the 'hard selling' tactics involved. I've even seen articles comparing these tactics to time share sales.

From a consumer's point of view, the ability to out of wine clubs easily would be a sign of great customer service. Customers must appreciate the ability to cancel without having to go through a lot of hassle. You wouldn't want the process to be something like calling your credit card company (a sure invite to a hard sell).

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