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vinSight Dashboard User Guide - Part 4

Wine Club Tab - Member Analytics

vinSight Dashboard User Guide - Part 4

Wine Club Tab - Member Analytics

Overview

The Wine Club tab provides comprehensive insights into your wine club membership health, engagement, and retention. This view helps you identify at-risk members, understand cancellation patterns, track membership growth, and optimize your wine club program.

Wine Club Key Metrics

Top Performance Indicators

At the top of the Wine Club dashboard, you'll see critical membership metrics:

Club

  • Total number of active wine club members at the end of the selected period
  • Shows current member count and percentage change vs. last year
  • Green indicates membership growth; red indicates decline

New Signups

  • Number of new wine club memberships created during the selected period
  • Tracks acquisition success

Cancellations

  • Number of wine club memberships cancelled during the selected period
  • Note: Paused or skipped shipments are NOT counted as cancellations

Retention %

  • Percentage of members retained compared to the prior period
  • Formula: (New Signups - Cancellations) ÷ Total Members
  • May appear negative when cancellations exceed new signups

Club Growth

  • Net change in membership for the period
  • Formula: New Signups - Cancellations
  • Negative numbers indicate net membership loss

Growth Rate %

  • Rate of membership change compared to the prior period
  • Shows Club Growth as a percentage

Avg. Tenure (M)

  • Average number of months members remain in the club
  • Higher tenure indicates stronger member loyalty
  • Measured in months (M)

Understanding Wine Club Visualisations

Membership Trend Chart

The trend line chart shows membership metrics over time with current year (solid orange line) and last year (dotted line) for comparison.

Metric Tabs:

  • Cancellations: Number of cancellations over time
  • First-Time: New member enrollments
  • Growth: Net membership change (signups minus cancellations)
  • Members: Total active membership count
  • Signups: New member enrollments
  • Total Sales: Revenue from wine club members

Click any tab to switch views. The chart updates to show that metric's trend.

Cancellation Reasons Chart

Located on the right side, this bar chart shows the primary reasons members give when cancelling.

Common Cancellation Reasons:

  • Not interested
  • Moving
  • Too Expensive
  • (Custom reasons defined by your winery)

Important Notes:

  • Cancellation reasons are customized by your winery
  • Staff select the reason when processing a cancellation
  • Use this data to identify addressable issues (pricing concerns, lack of variety, etc.)
  • Click on any reason bar to filter the entire dashboard to members who cancelled for that reason

To ensure VinSIGHT provides accurate and actionable insights, Club Cancellation Reasons must be configured in vinSUITE.

When Cancellation Reasons are not set up, the Cancellations module in VinSIGHT may appear empty or incomplete, which limits visibility into member behavior and churn trends.

Why this matters

Cancellation Reasons allow VinSIGHT to correctly interpret member movement. We strongly recommend including a reason such as "Switched Clubs."

Without a "Switched Clubs" option:

  • Members moving between clubs may be counted as cancellations
  • Churn metrics may be overstated
  • Club-level and enterprise-level reporting may not accurately reflect performance

Properly identifying club transfers ensures VinSIGHT distinguishes true cancellations from internal member movement.

What to do next

We've created documentation that walks you through how to:

  • Add and manage Club Cancellation Reasons in vinSUITE
  • Ensure a reason is selected during the cancellation process
  • Confirm that the data flows correctly into VinSIGHT reporting

📎 Please review and configure your Cancellation Reasons as soon as possible.

State Distribution Table

Shows wine club membership by state with two key columns:

Active Members: Number of current members in each state

Average of RFM_Score: Average member engagement score for that state (scale of 3-15)

  • Higher scores indicate more engaged members
  • Use this to identify strong vs. weak geographic markets

Click on any state to filter the entire dashboard to members from that location.

Club Level Table

Shows membership distribution across your wine club tiers with detailed metrics for each level:

Columns:

  • Active Members: Current members at this tier
  • New Signups: New members who joined at this level
  • Cancellations: Members who cancelled from this tier
  • Club Growth: Net change (New Signups - Cancellations)
  • Avg. Tenure (Months): How long members stay at this level

Club Level Names: Your club levels are customized by your winery.

Click on any club level to analyze performance for that specific level.

Member Analytics Table

The detailed Member's Name table on the right provides individual member insights for targeted retention and engagement efforts.

Understanding Member Metrics

Member's Name

Individual member identification

  • Click on a member to see their complete activity
  • Sort alphabetically to find specific members

Churn Risk %

Calculated score indicating the likelihood a member will cancel in the future

  • Higher percentages indicate higher risk
  • Use for prioritization, not prediction certainty
  • Formula considers recency, frequency, and engagement patterns

How to Use Churn Risk:

  • Sort by Churn Risk % (descending) to identify your most at-risk members
  • Proactively reach out to high-risk members with special offers or personal outreach
  • Track whether retention efforts reduce churn risk scores over time

LTV (Lifetime Value)

Total net sales attributed to this member over their entire relationship with your winery

  • Includes all purchases, not just club shipments
  • Helps identify your most valuable customers
  • Use to prioritize retention efforts on high-value members

RFM_Segment

Member engagement tier based on RFM_Score:

  • Gold (12-15 points): Highly engaged, frequent purchasers
  • Silver (8-11 points): Moderately engaged members
  • Bronze (3-7 points): Lower engagement, at-risk members

How to Use RFM Segments:

  • Focus retention efforts on Bronze members moving to Silver
  • Reward and recognize Gold members to maintain loyalty
  • Create targeted campaigns for each segment

RFM_Score

Composite engagement score (3-15 scale) based on three factors:

  • R (Recency): How recently the member purchased
  • F (Frequency): How often they purchase
  • M (Monetary): How much they spend

Higher scores (closer to 15) indicate higher engagement and loyalty.

F_Score (Frequency Score)

How often the member makes purchases (1-5 scale)

  • 5 = Very frequent purchaser
  • 1 = Infrequent purchaser

M_Score (Monetary Score)

How much the member spends (1-5 scale)

  • 5 = High-value spender
  • 1 = Lower-value spender

R_Score (Recency Score)

How recently the member made a purchase (1-5 scale)

  • 5 = Recent purchase
  • 1 = No recent purchases

Understanding RFM Components: The three component scores (F, M, R) add up to create the total RFM_Score (max 15). By examining individual components, you can identify specific engagement issues:

  • Low R_Score with high F and M = Previously engaged member becoming inactive (high priority for outreach)
  • High R and M with low F = New high-value member (nurture to increase frequency)
  • Low M with high R and F = Engaged but low-spending (opportunity for upselling)

Email

Member's email address for contact and marketing

Part 4 of 6 | Last Updated: January 2026