The Three Things to Consider When Starting a Wine Club
Why You Should Launch a Wine Club
Our first post in this series focused on metrics supporting why you should start a wine club. Now we’ll cover what it takes to get a club off the ground and running smoothly.
To build a long-term lucrative wine club, you need to focus on three areas—marketing, infrastructure, and retention.
Compliance Management Options
Wine is a competitive business—there are lots of wineries producing great wines. So what sets yours apart and why would someone choose your wine over the next one? Knowing the answers to these questions will help you build a successful wine club. Let’s look at some of the data supporting why you should start a wine club.
Transitioning eCommerce Providers
In a recent post, I shared some of the things a winery should consider as they start their compliant DTC program. After deciding which states you plan to sell, ship, and get licenses for, you can kick off your program. However, there’s still quite a bit of ongoing work required to maintain a compliant DTC program. Your winery has to manage product registrations, reporting, tax remittance, and renewals. It can be a lot of work, especially if you’re selling into more than five states.
There are a variety of ways to manage compliance. Here are a few options.
Compliance Considerations for Wineries
Changing your eCommerce provider may sound daunting, but making the move will also solve problems and present new opportunities for streamlining your business. Once you’ve decided on a new provider, there are some important things to consider, including your website, customer data, and payment processing.
The VineSpring Story
Wineries often ask us the question, “How should I handle DTC compliance?” We don’t have the fancy credentials to tell you what to do, but we can share information about your options based on our experience and a few useful resources. It’s up to you and your winery to decide the role that direct shipping will play in your business strategy and how much risk you are willing to take on.
The more states you ship into, the higher your risk—especially, if you’re not operating compliantly. And, as the DTC market and laws mature, states are increasingly enforcing wine shipping laws. Only licensed entities may ship wine across state borders, and each state has their own unique rules.
Great UX in the Wine World
I met my business partner, Jamison Morrow, about 17 years ago in Colorado. After working on several web related projects together, it was clear he was the best web application developer I’d ever met. If anyone could build a system to help manage a wine club, Jamison was the guy. We formed VineSpring in 2011 with the goal of simplifying DTC wine sales.
From the beginning, we’ve been devoted to serving the small winery. It’s where my roots are. We view ourselves as an extension of your winery team, a partner that helps to ensure you can accomplish tasks easier. We solve problems through simplicity and work to build smart solutions for wineries—for your unique needs.
Good UX Promises a Great First Impression
Software in the wine industry is often out-of-date. According to Mckinsey, it’s typical for products in the ‘luxury’ world to be a few years behind other industries. But consumers expectations aren’t out-of-date, and people who buy luxury goods expect the best of the best.
Consider your website and your online store as an extension of your tasting room and take the same careful, intentional approach to the experience you provide online as you do offline. That experience is what sets you apart and keeps your customers coming back.
Make Your Winery's UX Stand Out
Your winery is so much more than a business. It's an experience—a combination of connections and memories made. When a customer commits to your winery, it’s not just a one-time purchase, it's the start of a relationship. But that relationship starts with first impressions. And many first impressions begin with how a visitor experiences your website. Which makes a positive user experience (UX) critical.
Visitors should clearly understand where and how to shop products on your website from both mobile and desktop devices. Make it easy for users to browse and buy on their mobile device. As comScore recently shared, mobile devices now account for nearly two out of every three minutes spent online and four out of five consumers use smartphones to shop.