Beyond the Wine Club: Innovative Marketing Strategies Using Commerce7
In today’s competitive wine industry, wineries must continuously find innovative ways to drive sales and build customer loyalty. While traditional wine clubs and tasting room experiences remain essential, forward-thinking wineries are using eCommerce strategies inspired by major retail brands like Amazon, Sephora, and Costco to boost revenue and customer engagement. With Commerce7’s powerful features, wineries can implement creative programs that encourage repeat purchases, increase customer lifetime value, and differentiate themselves from competitors.
In this blog, we’ll explore three innovative marketing strategies you might not have thought of—Prime-style Free Shipping Programs, Tiered Discounts Based on Yearly Spend, and Executive Memberships—and how they can help grow your winery’s business.
Free Shipping Programs Inspired by Amazon Prime
Amazon Prime has revolutionized the way people shop. With an annual fee of $79 (now higher in many regions), Prime members gain access to free shipping, exclusive deals, and additional perks. But what’s more important is how it influences purchasing behavior—Prime members spend three times more than non-members. They are more likely to make frequent purchases and less likely to shop elsewhere due to the added convenience and value.
Wineries can apply the same model by offering a subscription-based free shipping program. Here’s how you can implement it using Commerce7:
Create a Subscription Club – Commerce7’s Subscription feature allows you to charge customers on a recurring basis. Set up a subscription club with a 12-month frequency and one product—the annual free shipping fee.
Set Up a Promotion – Create a free shipping promotion that applies exclusively to club members of this subscription.
Market It Effectively – Promote the program through email campaigns, social media, and tasting room signage. Highlight how members save on shipping costs over the year, making it a great deal for frequent buyers.
Amazon Prime members spend three times more than non-members
This approach works because it encourages customers to commit to buying from your winery throughout the year, making them more likely to purchase regularly. The program creates a sense of exclusivity, where customers feel they belong to an inner circle with added perks. Most importantly, it reduces hesitation about shipping fees, which are a common barrier to online wine sales, leading to more frequent purchases and higher overall spending.
Tiered Discounts Based on Yearly Spend
Many leading retailers, including Sephora, Nordstrom, and airline loyalty programs, use tiered rewards systems to encourage spending. The idea is simple—the more a customer spends, the better their rewards. This strategy is designed to foster loyalty while increasing revenue by encouraging customers to reach higher spending levels.
With Commerce7’s Dynamic Tags, you can automatically categorize customers based on their yearly spend and reward them accordingly. Here’s how to implement a Tiered Benefits Program:
Set Spend-Based Tiers – Use Commerce7’s Dynamic Tags to categorize customers:
Silver: Spend over $500 in a calendar year.
Gold: Spend over $1,000 in a calendar year.
Platinum: Spend over $2,000 in a calendar year.
Offer Exclusive Benefits – Assign different perks to each tier, such as:
Silver: 15% discount on purchases.
Gold: 20% discount + early access to new releases.
Platinum: 25% discount + early access to new releases + VIP access to events + free shipping.
Automate Email Notifications – If you use MailChimp or Klaviyo, set up automated emails to notify customers when they reach a new tier. This creates excitement and reinforces the incentive to spend more.
WestJet’s tiered rewards program based on yearly spend and benefits for each tier.
A tiered discount system is effective because it gamifies the purchasing experience, making customers feel rewarded for their loyalty and continued purchases. It drives engagement by encouraging customers to reach higher spending thresholds to unlock greater benefits, increasing both their order frequency and order value. Additionally, by creating a structured rewards system, wineries can build long-term relationships with customers and ensure repeat business by providing incentives that grow with their loyalty.
Executive Memberships (Costco-Inspired Bulk Buying)
Costco has built a multi-billion dollar business based on a simple concept—customers pay a membership fee to access exclusive bulk discounts. This model works because:
Membership fees generate recurring revenue.
Customers feel they are getting exclusive deals.
It creates brand loyalty and repeat business.
Wineries can implement an Executive Membership Program using Commerce7’s Subscription feature. Here’s how:
Create a Subscription Club – Set up a subscription club with a 12-month frequency and one product—the annual membership fee.
Offer Exclusive Bulk Pricing – Use Product Security to make certain product bundles (e.g., 6-bottle or 12-bottle cases at a discount) available only to members.
Highlight the Savings – Promote the program by showing how members can save over the year compared to non-members.
Example: If a typical case of wine costs $300, offer it to members for $250. If the membership costs $100 annually, customers will see the benefit of joining after just a couple of purchases.
Customers pay a membership fee to access exclusive bulk discounts
This strategy works because it provides wineries with upfront, predictable revenue from membership fees while encouraging customers to buy in larger quantities. The exclusivity of the program makes customers feel like they are getting insider access to premium pricing, fostering a sense of loyalty. As a result, customers are more likely to make repeat purchases to justify their membership, increasing their overall lifetime value to the winery.
Why These Strategies Matter for Wineries
Traditional winery sales models—wine clubs, one-off eCommerce sales, and tasting room purchases—are effective but have limitations. Customers today expect more flexibility, exclusivity, and incentives when shopping online. By adopting these modern strategies, wineries can:
Increase Average Order Value (AOV) – Subscription members and tiered loyalty customers are likely to spend more per purchase.
Boost Customer Retention – Customers enrolled in a program are more likely to return for repeat purchases.
Create Recurring Revenue Streams – Subscriptions and memberships provide predictable revenue, helping wineries manage cash flow better.
Moreover, big brands have proven these models work. Amazon Prime has over 200 million members worldwide, driving billions in additional sales. Costco’s membership model has helped it become one of the largest retailers globally. Implementing similar strategies, tailored to the wine industry, can give your winery a competitive advantage.
Final Thoughts
Many wineries rely solely on traditional sales channels, missing out on the potential of modern eCommerce-driven strategies. By leveraging Commerce7’s powerful features, you can implement subscription-based free shipping, tiered rewards, and executive memberships that drive more sales, deeper customer loyalty, and increased profitability.
Ready to implement these strategies? If you need help setting up these programs in Commerce7, reach out to our team for a consultation. Let’s make your winery’s eCommerce experience as seamless and profitable as possible!
