Case Study: California Winery boosts wine club reacquisition with Mather Economics

California Winery Company - Customer Case Study

Mather Economics worked with California Winery to help score former wine club members for their likelihood of being reacquired. The winery wanted a better way to identify which past members were most likely to resubscribe to the wine club and focus its outreach more effectively.

Mather Economics combined membership history and purchase behavior into a predictive econometric model that used factors such as time since last membership, lifetime value, state of residence, newsletter subscriptions, and allotment bottle count. Applied to the former-member list, the model showed that restart rates rose with predicted score, and members in the top 10% of scores were eight times more likely to be reacquired than those in the lowest quartile. The testing also showed that concentrating direct mail and email efforts on the highest-scoring former members could deliver significant cost savings.