Roche Family Vineyard Wine Club CX Study

I've been contracted by Roche Family Vineyard to redesign their Carneros Wine Club subscription. I'm currently in Phase 2, following Phase 1, which involved a guest preference CX study.

Roche asked me to create a new presentation process for their group tasting team, update printed materials, and develop a digital subscription option if needed. Wine memberships are sold during winery tours, and wine is only available through the club, at the winery, or online. Currently, there are 4,050 members, and the goal for 2025 is to increase new memberships from 30 to 40 monthly. Tours occur four times weekly with 30 attendees per tour, aiming for a 30% monthly increase within the first quarter.

This task is critical. Roche wine is exclusively available through the winery or their website, not in stores or restaurants. As a result, wine club subscriptions account for 65% of their annual revenue, making membership growth essential to their survival in a market that's currently struggling.

Phase 1 (below) focused on understanding guest preferences, identifying issues with current sales materials, and streamlining the sign-up process. Basically, I asked guests, “How would you like to be sold a wine club membership?” Based on feedback, I provided recommendations to enhance the customer experience. Phase 2 is underway with the implementation of a QR code and a simplified sign-up form.