LiberoVino (LV) is not a traditional or subscription wine club. It is a customer-driven benefits program. Even though LV leverages Commerce7's club tiers, members, promotions, and loyalty, it uses them in a very different way. Instead of forced shipping schedules, LV incentivizes members to purchase on their own.

LV offers a very different proposition to your customers. It may not be the best option for all your wine lovers, but for customers averse to traditional club commitments, or who want to control their own purchase options, it offers a compelling alternative.

Here are some key differences:

• LV club members do not join clubs, they qualify for them based on their annualized average LTV or initial purchase. The key here is LV provides an automatic upgrade infrastructure that enables members to increase their benefits based on purchase history.
• LV club memberships are not forever. All tiers have a duration, usually in months. Lower tiers (smaller benefits) should have shorter durations than higher tiers (higher benefits). It is up to the member to maintain or upgrade their benefits based on purchase. LV handles all the logistics and member communication of tracking duration, upgrades, and expiration.
• LV club tiers do not have packages or shipping. Therefore, there is no limit to the quantity or configurations of tiers you can create–enabling you to micro-target specific customer groups. Tastings, discounts, loyalty, allocations can all be mixed and matched based on desired tier value.

With LV, it is not appropriate to ask a customer to “join” a club. It is better to ask if they want to receive future benefits. Depending on how you set up your tiers, there can be any number of offers:

LV can also be used to retain quitting traditional members:

“We hate to see you leave us. Can I at least add you to our benefit program? You can still get 20% off any purchase for the next 12 months with no obligation?”

Of course, the primary purpose of LV is to offer flexible options to sell more wine, but it is also designed to get more customers into your marketing funnel by simply lowering the bar of entry. Prior to LV there were 2 options:

One has a high bar of commitment, the other offers little value to the customer. With LiberoVino you can now ask:

“Would you like to sign up for future benefits?”

With no commitments, why wouldn't they?

LV only works when members are incentivized to maintain or upgrade their tiers. This means constantly communicating with them in a meaningful way. LV supports both transactional and marketing opt-ins for important communication including:

• Signup welcomes
• Monthly status updates
• Benefit extension/upgrade notifications
• Expiration warnings
• Expiration notices
• Re-signup opportunities

To accomplish this LV includes a comprehensive communication infrastructure including:

• Mailchimp email and SMS support. When Mailchimp clients link their accounts to LV they get preconfigured LV triggers. They can also download suggested flows, email templates and documentation for all variable use.
• Klaviyo email and SMS support. When Klaviyo clients link their accounts to LV they get preconfigured LV triggers, flows, and starter templates. They can also download formatted email templates and documentation for all variable use.
• For clients without Klaviyo or Mailchimp, LV offers built-in email and SMS support using our own SendGrid and Twilio accounts at no extra cost. Clients can brand and customize their own email templates and content. In addition to transactional communication, LV supports a marketing opt-in where clients can add promoted products directly from Commerce7 to include in their communication, as well.