The Challenge
Reimagining the Traditional Club
Ling, Wine Club Manager at Konzelmann Estate Winery, was determined to find a better way to manage their club. Ling recognized that a traditional wine club model was creating friction for members and a heavy manual workload for the team. The goal was clear: find a model that empowered members while creating a more efficient operational flow.
The Strategy
A Collaborative Transformation
Through close collaboration with the Commerce7 Support team, Ling explored various ways to achieve these goals. The C7 team guided Ling through every step to uncover an effective operational flow specifically designed for a subscription-based club rather than a traditional one.
“A great wine club feels like hospitality, not a transaction. Empowerment is simply extending that hospitality into the shipment” -Britney Yunker, Customer Education Specialist at Commerce7
To support this shift, Ling leveraged Commerce7’s Campaign system to bridge the communication gap. By sending simple “step 1, 2, 3” instructions, Ling provided members with a clear roadmap for managing their own selections, ensuring the process was streamlined and consistent across the board.
The Results
High Engagement as a Revenue Driver
The transition to a subscription model has significantly improved the customer experience and the winery’s bottom line.
- +28% Member Engagement: Within weeks of the shift, nearly one-third of all upcoming shipments are now customized by members.
- Impact on Revenue: This engagement is a direct driver of growth. Commerce7 data from over 3,500 wineries shows that customized
- A Foundation for Loyalty: By removing the friction of pre-set shipments, Konzelmann is building long-term retention. Empowered members who feel in control of their selections are significantly more likely to remain active, protecting the winery’s Lifetime Value (LTV).
“By replaceing pre-set shipments with user choice, wineries reduce friction and increase revenue. Members feel in control, engage more deeply, and consistently spend more per shipment.” Robert Ziraldo, Head of Support at Commerce7
Conclusion
A Trusted Partnership
“I honestly felt supported every step of the way,” Ling shared. This partnership allowed Ling to bridge the gap between “managing a tool” and “mastering the strategy,” proving that when wineries put the power in the members’ hands, everyone wins.
