The California Wine Club is one of the industry’s oldest wine clubs, and one that specializes in offering wines from artisan wineries primarily – but not exclusively – in California. The 20-year old club has a history of incremental year-over-year growth, but has hit an “ROI wall” on its most recent direct response efforts. As member growth is the most important issue, The Miller Group set out to strategically address customer acquisition to determine how to improve new member response rates.
The Miller Group proposed a round of qualitative and quantitative research to more deeply identify attitudes, interests, and behaviors of potential California Wine Club customers. Using current members as proxy, telephone research and an online survey were conducted over a 30-day period. Nearly 250 current and lapsed buyers were surveyed and the results helped fill in a deeply detailed portrait of wine club prospects. The Miller Group is currently using these findings to develop a number of direct response tests among key segments.