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vinSight Dashboard User Guide - Part 6

Wine Club Tips and Best Practices

vinSight Dashboard User Guide - Part 6

Wine Club Tips and Best Practices

Effective Use of Member Data

Regular Health Checks:

  • Review Wine Club dashboard weekly for emerging trends
  • Set a calendar reminder to check Churn Risk monthly
  • Compare month-over-month changes in Retention % and Club Growth

Proactive Retention:

  • Don't wait for cancellations - use Churn Risk to intervene early
  • Reach out to Bronze segment members before they leave
  • Monitor R_Score drops (engagement declining) as early warning signals

Segment-Based Communication:

  • Use RFM_Segment to tailor messaging and offers
  • Gold members deserve VIP treatment and exclusive access
  • Bronze members may need education on benefits and value

Data-Driven Program Changes:

  • Use Cancellation Reasons to guide program improvements
  • If "Too Expensive" is top reason, test pricing or introduce lower tier
  • If "Not Interested" dominates, survey for product preferences

Understanding the Metrics Together

Wine club success requires looking at multiple metrics in combination:

Healthy Club Indicators:

  • Positive Club Growth (more signups than cancellations)
  • Retention % above 0% (ideally 5-10% or higher)
  • Increasing Avg. Tenure over time
  • High proportion of Gold and Silver segment members
  • Low Churn Risk % across most members

Warning Signs:

  • Consecutive periods of negative Club Growth
  • Declining Retention % trend
  • Decreasing Avg. Tenure
  • High Churn Risk % among high-LTV members
  • "Too Expensive" as top cancellation reason with economic indicators stable

Exporting for Action

Make member lists actionable by exporting data:

  1. Apply filters to identify target segment (e.g., Bronze members in California with high Churn Risk)
  2. Click More Options (...) on Member's Name table
  3. Select Export data
  4. Use exported list for:
    • Personalized email campaigns
    • Direct mail outreach
    • Phone call lists
    • CRM integration
    • Sales team follow-up assignments

Combining Sales and Wine Club Views

For comprehensive analysis, use both dashboard tabs together:

  1. Identify high-LTV members in Wine Club tab
  2. Switch to Sales Overview tab with same member filter active
  3. Analyze their purchasing patterns, product preferences, timing
  4. Return to Wine Club tab to inform retention strategy

Getting Help

For technical support or questions about your vinSight Dashboard:

  • Visit vinSUITE Community at https://vinsuite.my.site.com/community/s/
  • Contact your vinSUITE account representative
  • Refer to this guide for common questions and workflows
  • Contact Support at support@vinsuite.com

Glossary

AOV (Average Order Value): Total sales divided by number of orders; average dollar amount per transaction

Avg. Tenure (M): Average number of months members remain in the club before cancellation

BillCity: City on customer's billing address

BillState: State on customer's billing address (customer's home location)

Cancellation Reasons: Customizable reasons defined by your winery; staff select reason when processing cancellations

Cancellations: Wine club memberships cancelled during the period

Card Type: Payment method used (Visa, MasterCard, American Express, Non-CreditCard)

Churn Risk %: Calculated score (0-100%) indicating likelihood of future cancellation based on engagement patterns

Club: Wine club sales channel; also refers to total active club members

Club Growth: Net change in membership (New Signups - Cancellations)

Club Level: Wine club tier or membership configuration (customizable by winery, e.g., 3-Bottle Reds, Case Club, Custom Club)

Cross-Filtering: Dashboard feature where clicking one element filters all other elements

Discount %: Percentage of total sales attributed to discounts

F_Score (Frequency Score): How often a member purchases (1-5 scale, 5 = very frequent)

Growth Rate %: Rate of membership change compared to the prior period

Heat Mapping: Color intensity showing relative values (darker = higher)

Hour_Group: Sales organized by time of day

KPI: Key Performance Indicator; critical business metrics

LTV (Lifetime Value): Total net sales attributed to a member over their entire relationship

M_Score (Monetary Score): How much a member spends (1-5 scale, 5 = high-value spender)

Member's Name: View showing all customers, including wine club members

MobilePOS: Mobile point-of-sale system transactions

Net Sales: Total revenue after refunds and adjustments

New Signups: New wine club member enrollments / New wine club memberships created during the period

R_Score (Recency Score): How recently a member purchased (1-5 scale, 5 = recent purchase)

Refund Amount: Total value of refunded transactions

Retention %: Net change in membership, calculated as (New Signups - Cancellations) ÷ Total Members

RFM_Score: Composite engagement score (3-15 scale) based on Recency + Frequency + Monetary behavior; higher = more engaged

RFM_Segment: Member tier based on RFM_Score (Gold: 12-15, Silver: 8-11, Bronze: 3-7)

Sales Associate Name: Staff member who processed the transaction (cashier)

ShipCity: City where order was shipped

ShipState: State where order was shipped (may differ from billing for gifts)

Tip Amount: Total tips received

Total Orders: Number of individual transactions

Volume (L): Total wine sold measured in liters

Volume 9L: Total wine sold measured in 9-liter case equivalents (industry standard)

YoY (Year-over-Year): Comparison to the same period in the previous year

Part 6 of 6 | Last Updated: January 2026