Upping the Ante on Customer Service

Yesterday’s tip was a couple of sentences encouraging you to take a leaf from Amazon’s book (no pun intended) and create a way to emulate Amazon Prime. For anyone who is unfamiliar with Amazon Prime, when you join you get free Two-Day Shipping for all eligible purchases, as well as a host of other benefits including borrowing books from the Kindle Owners’ Lending Library, streaming movies and much more.

Since yesterday I have done some very unscientific research among my friends who belong to Amazon Prime asking the simple question, “Since you got Amazon Prime are you spending more money with Amazon?” The answer to my question was a unanimous “Yes I am spending more money with Amazon.” Now granted this was a very small sampling, but the wineries that have already started their own version of Amazon Prime are finding it is increasing their business tremendously.

For example, Constellation Wines offers what they call Star Shipping to wine club members. Simply members of their Expressions of the Vine wine clubs purchase a one-year Star Shipping membership for $99.00. Whenever they place a wine order for $49 or more (and this includes wine club shipments) the wine is shipped without any further cost to them by ground shipping.

Take a look at your customer records for wine club members and figure out how much they pay to ship their wine club wines for the year and charge them a little less than that to become a member of your pre-paid shipping program. Not only will it make your existing wine club members happy, it will also encourage non-members to join the wine club. Most of us are willing to spend money to save a little. It’s just the way our brains work.

It also gives you another reason to contact your wine club members. When you are presenting a special offer you remind your customers of the pre-paid shipping, which is another reason for them to buy. For those who are already members of the pre-paid shipping program you let them know that they won’t be paying any shipping if the purchase the required amount.

There are a number of benefits that can be added into this program, so put on your thinking caps and start creating your program.

A tip of the glass from me to you!

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