By Kathleen Willcox
Direct-to-consumer (DTC) sales account for almost 75% of the average winery’s sales, up from 50% a decade ago, according to a DTC Wine Survey from the Silicon Valley Bank. But those sales dry up quickly if the people you’re selling to don’t feel like they’re part of something larger. WineWallet by Bottle360 is a loyalty, rewards and subscription platform that was designed to redefine the DTC experience and turn fragmented consumers into a cohesive community.
“Connection with the community is important in the tasting room, but it’s also important within the e-commerce space, so prospective and existing customers can build relationships with staff members,” says Katherine Adams, president and CEO of Bottle360.
WineWallet’s customizable rewards and loyalty points let wineries create branded or white labeled loyalty programs. They can also offer subscription club memberships with lower price points and more frequent shipments (or options for experiences) and can enable mobile access to points and subscriptions, eliminating the problems and disconnect with paper coupons and plastic gift cards.
“Wineries can create their own distinct and unique offering, helping them to connect in a way that feels special and personalized,” says Tim Murry, co-founder and COO of Bottle360.
Uplifted Winery in Rapid City, S.D., one of WineWallet’s first users, experienced double the projected wine clubs sign up in a month, with more than 50% attributed to WineWallet. “The ability to seamlessly integrate points into our Subscription Clubs has significantly helped drive sign-ups and engagement,” says Adam Martinez, owner and winemaker. “Our customers love the rewards, and we love the enhanced connection we’re building with them.”
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Kathleen Willcox
Kathleen Willcox writes about wine, food and culture from her home in Saratoga Springs, N.Y. She is keenly interested in sustainability issues, and the business of making ethical drinks and food. Her work appears regularly in Wine Searcher, Wine Enthusiast, Liquor.com and many other publications. Kathleen also co-authored a book called Hudson Valley Wine: A History of Taste & Terroir, which was published in 2017. Follow her wine explorations on Instagram at @kathleenwillcox
