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Evolving Wine Club (Data) Experiences Hayden Foote, 21st April 2016

Explore how Evolving Wine Club optimizes member engagement, integrates third-party software, and offers diverse experiences to attract new members. From tracking interactions to innovative loyalty incentives, discover strategies to enhance the wine club experience.

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Evolving Wine Club (Data) Experiences Hayden Foote, 21st April 2016

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  1. Evolving Wine Club (Data) Experiences Hayden Foote, 21st April 2016

  2. (Some of) Our Clients

  3. F2 Platfform

  4. Evolving Wine Club Experiences • Continually engage their wine club members, and attract new ones, offering more comprehensive and diverse wine clubs and wine club experiences – with experiences potentially supported via an array of 3rd party software applications; • Solving the problems associated with using these 3rd party software applications, from a data collection and integration perspective, so as to obtain a complete picture of their wine club members’ and customers’ interactions.

  5. Comprehensive Member Profile

  6. Purchase Source

  7. Purchase Source

  8. Rise of the Commitment Club

  9. Engage

  10. Tours and Tastings

  11. Rezdy Channel Bookings

  12. Rezdy API & Data Access

  13. Comprehensive Member Profile

  14. Evolving Wine Club Offerings & Ideas • Phase I Development: Platfform taking the booking details and tracking experience purchases via a Rezdy purchase form on the website. • Phase II Development: Platfform to take over Rezdy booking process so that members can purchase using points/dollar rewards and at different price points, etc.

  15. Wine Club Offerings & Ideas • Enable tourism experience alternatives to opting out of an upcoming wine club run/allocation: E.g. Instead of taking $350 worth of wine, book a tour and tasting experience for yourself OR as an experience for someone else. • Enable restaurant alternatives to opting out of a wine club run/allocation;

  16. Wine Club Offerings & Ideas • Use experiences as a means of keeping wine club members on each wine club ‘run’. E.g. stay on all 4 club runs and receive a complimentary tour and tasting experience. • Include loyalty dollar/point incentives for tour booking purchases as well. I.e. accrual across all purchase sources. • Experience bookings can count towards calculation of spend for higher reward shopper groups.

  17. Wine Club Offerings & Ideas • Promote the inclusion of different experiences at different price points for each club level and member-only tours and tastings. • Tours operators as resellers. Enable tour operators to earn commissions on tour bookings from their websites. (E.g. can we get the names of people on a tour bus BEFORE they hit the cellar door so that they can be input into our system mitigating cellar-door congestion and promoting member sign-ups!!)

  18. Wine Club Offerings & Ideas • Track check-ins from local tour operators. E.g. IF checked in on tour bus, THEN pull into CRM and flagged against the respective tour operator. • Promoting experiences that have or have NOT been purchased. Why is this tour NOT being purchased? • How many customer purchasing experiences go onto being wine club members? (Tracking degree of engagement)

  19. Wine Club Offerings & Ideas • Earn commissions reselling experiences from local tour operators. I.e. Take a hit on the wine BUT keep the member engaged. • Earn commissions reselling restaurant experiences from some of our on-premise stockists. I.e. Take a hit on the wine BUT honour the distribution chain and promote our brand. Again, include this as an alternative to opting out of the wine club ‘run’. • What else can you think of?

  20. Thank You & Questions

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