Introducing Our New Memberships Program for Alcohol Brands
Announcing our new membership programs for liquor brands. Learn how AccelPay’s tools can help you create unique experiences, build customer loyalty, and drive consistent revenue with exclusive perks and personalized content.
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As the holidays approach, expect an influx of gift purchases across the next few months — an annual event that’ll only be heightened by the post-COVID e-commerce shopping boom.
Even more so, broader delays in global supply chains are trickling down to affect availability and shipping for e-commerce brands across all segments. Our recommendation? Beat this year’s slowdown by getting a head start on your seasonal campaigns, promotions, and more.
We’ve laid out four steps below that every alcohol brand should take to beat the annual gift rush, while also maximizing the profitability and potential of this concentrated shopping period.
Step One: Time Blocking
First, you can start building out a major messaging campaign by looking ahead on your calendar and selecting key dates to lay out a time frame from early November up until Christmas.
Specifically, we recommend blocking out three primary phases for your campaign delivery.
Pre-Black Friday
By pushing messaging campaigns out as early as mid-November, you’re gearing folks up for the holiday season around the corner, as well as letting potential buyers know to keep an eye out for a promotion in the works.
More importantly, you’re setting your brand up to start the season on a strong note — and to not get caught unprepared by the sudden arrival of Thanksgiving crunchtime.
Thanksgiving & Late November
From Thanksgiving onward, particularly that first weekend including Black Friday, you’ll want to host and advertise some kind of actionable event, i.e. a special release or promotional discount, to jumpstart customers into their seasonal shopping cycles.
Cutoffs for Christmas
Finally, you’ll want to round out the season by selecting a cutoff date for placing new orders.
Seven to 10 days before December 25th is a safe bet for buyers to receive a bottle at their door by Christmas Day, and reminders should be sent out in the days leading up to this cutoff.
In terms of the broader time crunch that’s anticipated due to global supply chain slowdowns, you should emphasize the convenience of purchasing from a domestic brand paired with the reliability that you offer for a timely, safe delivery of your product.
Step Two: Spice Up Your Specials
Once you’ve laid the initial groundwork, it’s time to elevate your campaign by crafting it into something creative and exciting for the spirit of the season.
In other words, your buyer’s inbox may be flooded by holiday deals, but you can capture their attention and help them recognize the thoughtfulness through your core brand messaging.
For instance, Far North Spirits is offering a holiday two-pack for drinks that’ll warm you up in the colder months. Imagine a whiskey, rye, or bourbon for your spicy cocktail or mulled wine.
Ultimately, you’re working with the inventory you have and considering which themed products can play into people’s holiday spirit — even better if it’s in a bundle to boost your AOV.
On the other hand, this period offers a practical opportunity to look back at the year’s releases and offload any remaining inventory through a unique discount or exclusive holiday promo.
Step Three: Ramp Up Your Promotion Game
Next, consider the tactical logistics of your promotions. After all, it can be tricky to time promo launches, depending on whether your customer pool skews toward early or late gift grabbers.
There are two general approaches you can take: 1) offering enticing deals early on to preempt other sales or 2) holding off until late in the buyer’s window to pull the trigger on your promo.
The former can snag early shoppers, or at least convince late shoppers to try an early purchase, but could also lose its appeal by mid-December when fresher deals are dropping every day.
The latter can appeal to buyers who play the long game and wait it out for the most optimal deal, but can still ultimately result in you losing out on early or average shoppers.
Ultimately, there’s no gold-standard method and you’ll need to use your judgement depending on what aligns with your brand’s target demographic, metric goalposts, and even inventory.
For instance, returning to your campaign calendar, you can skew discounts away from marking down products and toward offering cheaper, faster shipping as Christmas creeps closer.
Step Four: Email Marketing On Deck
As we pointed out in our advice for email marketing, setting up your email flow so your comms can run seamlessly is a simple yet essential step of the process that’s easily overlooked.
We recommend starting with a quick info sweep: pull last year’s seasonal purchase data and make sure that customer cohort is consistently re-engaged early on.
In turn, your team won’t be stressed out and frantically attempt to piece together the perfect layout in MailChimp just a few days before Thanksgiving — which circles back to our larger point: the holidays are a time of year with promise of high ROI for your alcohol brand.
You can utilize this opportunity to the max by planning thoroughly and creatively, not stressfully executing a last minute, makeshift campaign.
If your brand has these moving parts staged within the first weeks of November, you should be ready to hook the earliest seasonal shoppers and take full advantage of the holiday rush.
Sit Back and Enjoy the Holidays!
Once you’ve got these steps locked in — a killer campaign calendar, creative promos, and ready-to-launch email marketing — you’ll be the one leading the holiday rush, not falling behind.
Whether your user base is composed of individuals shopping for friends and family or corporate customers with high-volume needs, Accelpay is the platform of choice for your alcohol brand.
To get access to our instant storefront setup and stress-free bulk ordering, get started here.
The liquor industry is crowded. Standing out isn't just about having a great product anymore; it's about creating experiences and fostering loyalty. That's why we've launched our membership program. This isn't just a trendy gimmick; it's a powerful tool for building a community around your brand.
Why Consider Memberships?
Your Fans Are Already There: Craft breweries, small-batch distilleries, boutique wineries - you've already got people who appreciate what you do. A membership program gives them a way to connect more deeply with your brand.
Limited Releases Create Buzz: Exclusive access to limited releases can drive significant interest and engagement. Offering early or exclusive access through a membership can be a major draw.
Regulars Are Key: People tend to stick with their favorite drinks. A membership program makes it easier for them to keep coming back, with perks that discourage switching to a competitor.
Luxury Appeals: If you're in the premium space, a well-crafted membership program can enhance that sense of exclusivity and prestige.
What Makes a Solid Membership Program?
- Exclusive Items: Give members something they can't get anywhere else.
- Good Deals: Discounts, especially on shipping, are always appreciated.
- Personal Touch: Use the data you gather to tailor experiences to individual tastes.
AccelPay: Your Membership Program Partner
We've developed tools to make your membership program effective. Here's what we offer:
Custom Membership Plans: Want to offer different levels of membership? We can help set up plans that cater to various customer segments, whether it's different types of spirits or tiered benefits.
Personalization Engine: Our system allows you to use customer data to tailor recommendations and curate unique selections for each member.
Content Integration: Enhance your shipments with educational content. Tasting notes, distillery info, cocktail recipes - we make it easy to include these extras that keep members engaged.
Automated Emails: Keep the conversation going with automated email campaigns. Share additional product info, upcoming releases, or exclusive offers to keep members excited about what's next.
Flexible Billing: Monthly, bi-monthly, quarterly - whatever frequency works for your customers, we can handle it. Our system adapts to your needs.
User-Friendly Management: Give your members the power to manage their subscriptions online. They can modify delivery schedules or change their membership type without hassle.
Exclusive Product Access: Our platform makes it simple to offer members-only products and early access to new releases.
Community Building: We provide features that encourage members to share experiences and reviews within your platform, fostering a sense of community around your brand.
The Bottom Line
Membership programs can be a significant advantage for alcohol brands. They encourage repeat business, provide steady cash flow, and build the kind of loyalty that can drive success across channels. With AccelPay, you have the tools needed to create a membership program that excites your customers and keeps them coming back.
Ready to elevate your brand? Schedule a demo and let's discuss!
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Braxton Freeman
Grolsch