Custom Wine Club - an ORM Group Option
Introduction
The Custom Wine Club feature is an extension of existing wine club programs. Use Custom Club to give members the opportunity and independence to make additions and substitutions to their regularly scheduled club shipments without winery intervention. Custom Club accommodates members with particular wine preferences and, especially, those who prefer to pick their own wines. Members can go online to customize their order to their liking or do nothing at all and accept orders created for them as usual.
The Custom Club feature was developed ...
- to increase sales
- to avoid cost
- to improve service
- to increase member engagement
- to increase member autonomy
- to decrease attrition
- to decrease back-office intervention
Wineries can attest to a growing membership segment that no longer fits the winery-defined club model. DTC analysts frequently discuss how the customary"one size fits all" club program no longer satisfies the more mature and savvy wine club subscribers. Historically, the winery chooses what wines to ship out. All have a default shipment, and most offer a red-only or white-only option. Some go further, allowing members to increase their bottle quantity as well.
Not always, but wine selections are frequently not to the member's liking. For example, some may not want to receive sweet wines, rosés, or wines of a particular grape varietal. Others may be satisfied with what is chosen for them but want to keep the cost of each shipment below a specific dollar amount.
Custom Club enables wineries to easily accommodate these members by giving them options and control. Custom Club will continue to support subscribers who are usually satisfied with wine selections but invite them to opt-in for more bottles, customize, or simply add more of their usual favorites.
Custom Club lets your members tailor their packages online, at their convenience, 24 hours a day. While there, members can update their payment information, change delivery addresses, or change a projected shipment date without reaching the winery during regular business hours. Or worse, to follow up on email or voice messages that went unacknowledged. In turn, wineries can focus more on meaningful outreach and customer engagement and less on back-office data-entry work.
Your online shopping cart(s) must be programmed to use the Custom Club feature. Your shopping cart and custom wine club orders must both identify with the same tasting room. Newer carts have custom club built-in; older ones may need updating. If so, eight to ten hours of paid programming is required for implementation. If you are interested in using this program, please get in touch with the Helpdesk to determine the status of your cart.
Custom Club may not be suitable for all wineries. But if you are seeking ways to expand your wine club program and further engage your customers while continuing to support your loyal membership, Custom Club has something for you.
Table of Contents
Where Is It Found
Process Overview
Process Overview
The custom club workflow is identical to the current process with only slight modification. Here's a high-level overview of the steps involved.
Authorize 8-10 hours of programming time to enable each shopping cart.
Define an ORM Wine Club Group.
Define packages for each combination of wine club and wine preference desired. Designate packages as [x] Custom Club and define a date range during which time, orders will be available online for customization.
Define the package's default content by entering part numbers and quantities. Permanent orders will be created with these wine or item parts.
Define add-on items by entering part numbers without quantities. These items will not be part of permanent orders but will be offered when members view their orders online.
Create permanent orders as usual.
Notify the membership that orders are available online. Members can review their order and customize it or do nothing at all. Back-office is free to customize as usual.
Review orders and resolve those with issues before payment processing. Problems include orders that were modified online but were not saved or failed to meet any rules you've defined.
When ready, process payment as usual. Print documents, extract orders, and send orders to fulfillment.
Each step is further defined below.
Getting started .... Create an ORM group as usual
Launch ORM and choose [Work with Groups] |  Menu Option PSORM.ORM |
Create [New Group] | Group Selection Screen |
Give it a name and designate group type as (•) Wine Club [Accept] to close and save | Group Maintenance |
Highlight grid row containing the new group and [Select] to open. The system manages checkmarks in the Custom column. | |