![]() So, can you provide the option to actually purchase wines to your waitlist customers? Or is the only option to open up a “wish only” request? (A wish request allows your customers to “wish request” more wines after you have added all of a particular wine in your allocation, or if you simply want to gauge demand.) The answer depends on your winery’s goals and what that waitlist looks like. But because you need to take care of your established tiers first, those in the lowest tier who were expecting three bottles may only get one or two. For example, some of your future vintages may not yield as much production because of drought or fire. The trouble is, there may be production issues and you may not always be able to deliver that same expected amount. Because they’ve started receiving some bottles, their expectations will be such that they continue to receive the same amount every time. How many bottles will you allocate for your top tier, middle tier, and bottom tier? Based on the performance of each customer in each group, you have some decisions to make.īe aware that once you move people from your waiting list to another tier, it may be hard to adjust their expectations. Imagine this scenario: Say you have a wine with very little production and a mailing list 20,000 strong. In other words, they should be earning their top spots. If they miss purchasing a release or two, they could be bumped down to a lower tier to allow more consistent buyers to move up. When it comes time to offer your highly sought-after lineup of wines, those in the higher tiers will need to purchase their max at each opportunity to stay in their tier. You want to consider rewarding the customers who buy a lot and often. Once you establish your tiers and have some customer data under your belt, then you can start to analyze customer behavior and adjust your tiers accordingly. ![]() Do they have a penchant for your single vineyard wines or a soft spot for your estate cabernet sauvignon? Are they big spenders or do they look like they’re on a budget? ![]() Did they buy your top tier wine every fall offer for the last two years, or has their purchasing been sporadic? Have they purchased anything in the last couple of months, or has it been radio silence since 2018? How long have they been a loyal customer of your brand? While there is no one-size-fits-all approach to tiering your customers, using information derived from your customer relationship management software can help. First thing’s first: Set up your tier structure and gather the data after each allocation. ![]()
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