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vinSight Dashboard User Guide - Part 5

Wine Club Workflows and Use Cases

vinSight Dashboard User Guide - Part 5

Wine Club Workflows and Use Cases

Identifying At-Risk Members

Goal: Find members likely to cancel and take preventive action

  1. Click on the Member's Name table
  2. Click the More Options (three dots) menu
  3. Select Sort descending on the Churn Risk % column
  4. Review the top members with highest churn risk
  5. Export this list for targeted outreach
  6. Consider personal calls, special offers, or surveys

What to Look For:

  • Members with 80%+ churn risk and high LTV (protect valuable relationships)
  • Bronze segment members with declining R_Score (re-engagement needed)
  • Members who recently downgraded club levels

Analyzing Cancellation Patterns

Goal: Understand why members are leaving and address root causes

  1. Review the Cancellation Reasons chart
  2. Identify the top 2-3 cancellation reasons
  3. Click on the top reason (e.g., "Too Expensive")
  4. Examine which Club Levels have the highest cancellations
  5. Check the State table to see if cancellations are geographic
  6. Review the trend chart set to Cancellations to identify seasonal patterns

Action Items Based on Common Reasons:

  • Too Expensive: Consider introducing a lower-tier option or more flexible pricing
  • Not Interested: Review product variety and club benefits; survey for preferences
  • Moving: May be unavoidable but check shipping coverage and costs

Monitoring Membership Health

Goal: Track overall club performance and growth trends

  1. Review the top metrics: Club count, Growth, Retention %, Growth Rate %
  2. Set the trend chart to Members to see membership trajectory
  3. Compare solid line (current year) to dotted line (last year)
  4. Check Avg. Tenure - increasing tenure indicates improving member satisfaction
  5. Review Club Level table to see which tiers are growing vs. declining

Red Flags to Watch:

  • Negative Club Growth for multiple consecutive periods
  • Declining Retention % (especially below -10%)
  • Decreasing Avg. Tenure
  • High cancellations in your premium club tiers

Optimizing Club Tier Performance

Goal: Understand which club levels perform best and why

  1. Review the Club Level table
  2. Compare Avg. Tenure across different levels
  3. Identify levels with negative Club Growth
  4. Click on an underperforming club level to filter the dashboard
  5. Examine the Cancellation Reasons for that specific tier
  6. Review member demographics (State table) for that tier

Questions to Ask:

  • Do higher-tier clubs have better or worse retention?
  • Which club level has the longest Avg. Tenure?
  • Are certain states more likely to join specific club levels?
  • What's the typical upgrade path from entry-level to premium clubs?

Segmented Member Engagement

Goal: Target different member segments with appropriate strategies

For Gold Members (RFM 12-15):

  1. Filter the Member's Name table by clicking Sort descending on RFM_Score
  2. Export your Gold segment
  3. Develop VIP experiences, exclusive releases, first access
  4. Monitor to ensure they stay engaged

For Silver Members (RFM 8-11):

  1. Identify Silver members with declining R_Score
  2. Create campaigns to increase purchase frequency
  3. Offer incentives for upgrading to premium tiers

For Bronze Members (RFM 3-7):

  1. Sort by Bronze segment members
  2. Cross-reference with Churn Risk %
  3. Implement win-back campaigns before they cancel
  4. Survey to understand engagement barriers

Geographic Performance Analysis

Goal: Understand regional membership strength

  1. Review the State table
  2. Sort by Active Members to identify your largest markets
  3. Review Average of RFM_Score by state
  4. Compare states with high member counts but low RFM scores (quantity without quality)
  5. Click on a state to see specific cancellation reasons and club level preferences

Strategic Considerations:

  • High members + High RFM = Strong market (maintain and grow)
  • High members + Low RFM = Large but disengaged (needs attention)
  • Low members + High RFM = Small but loyal (growth opportunity)
  • Consider shipping costs and logistics by region

Tracking New Member Onboarding

Goal: Ensure new members become engaged, long-term customers

  1. Set the date filter to the last 90 days
  2. Click the trend chart First-Time tab to see signup patterns
  3. Review New Signups by Club Level - which tiers attract new members?
  4. Filter by new members (click on "New Signups" in Club Level table)
  5. Check their RFM scores - are new members engaging with additional purchases?

New Member Success Indicators:

  • New members making additional purchases beyond club shipments
  • New members with R_Score of 4-5 (recent engagement)
  • Low cancellation rate within first 6 months

Lifetime Value Analysis

Goal: Identify and protect your most valuable customers

  1. Sort the Member's Name table by LTV (descending)
  2. Review your top 10-20 highest LTV members
  3. Cross-reference with their Churn Risk %
  4. High LTV + High Churn Risk = Urgent intervention needed
  5. Export high-LTV member list for white-glove service

Protecting High-Value Members:

  • Personal outreach from ownership/management
  • Exclusive events and experiences
  • Priority access to limited releases
  • Special recognition and benefits

Part 5 of 6 | Last Updated: January 2026