The end of one year and the fresh new beginning of another is often a time of reflection.
And it's no different for your winery Tasting Room.
Yes, you'll no doubt be pouring over year-end statistics soon enough, but there's more to reflect upon than numbers.
Consider the plans you made at the beginning of last year: what worked and what didn't? What surprises came your way and what expectations never materialized?
When you ponder the ups and downs of your wine club memberships, pause to think-why? Are you treating your most loyal customers with the love and respect they need to remain devoted?
This is a terrific time to do a bit of brainstorming and come up with some new and novel ideas to enhance the membership experience. Remember, customer loyalty is like a marriage - it's ever evolving and takes a bit of effort to succeed.
What about having a contest for your Tasting Room staff to see what terrific incentives they might have? After all, no one spends more 'one on one' time with members than your front line hospitality staff. They are certain to come up with some novel ways to show your appreciation.
This is also a great time of year to re-evaluate your CRM software. Does it still fit your needs or perhaps you need a bit of training in order to get the most out of what you already have. Your data base is such an invaluable tool to keep track of your customers habits, likes and dislikes. Take advantage of that information to continually strengthen the bond.
Reward your longest standing members with something special in the new year and on landmark dates such as birthdays and anniversaries. How about some free shipping on their birthdays? Or re-orders of club shipment selections.
The possibilities are almost endless. So grab a glass of some Holiday cheer and start planning for an amazing New Year.
Wine lover, educator and writer.