Know Your Customers, Sell More Wine

It’s no secret that customers are more likely to buy when the experience feels personal. Whether it’s being greeted by name, receiving a birthday discount, or being offered wines that actually match their taste, these moments add up. When wineries know their customers and act on that knowledge, they create stronger relationships, drive more sales, and build lasting loyalty.

So how do you get there?

Why Knowing Your Customers Matters (Everywhere)

Personalization should span your entire brand experience — online, in person, and through your wine club.

Think about it: a guest who feels recognized and understood in the tasting room should have that same experience when they visit your website or open an email from your team. The goal is to create a seamless, tailored experience that reflects where they are in their journey with your brand, whether they’re a first-time buyer or a longtime club member.

The result? More relevant interactions, higher conversion rates, and deeper customer loyalty.

How to Show You Know Your Customers

Knowing your customers is one thing. Showing them you do is where trust and loyalty really start to grow. Whether it’s in your tasting room, on your website, or through your wine club, every interaction is a chance to demonstrate that you understand who your customers are and what matters to them.

Make Every In-Person Experience Informed and Intentional

The most memorable experiences are often built on small moments, like knowing a returning guest’s favorite wine or recognizing a long-time club member without having to ask. That kind of personal touch is easier when your team has the right context in front of them. Commerce7’s POS Customer Insights tool surfaces key customer details like club status, visit frequency, lifetime value, and personalized product recommendations that are easily accessible throughout the interaction. It gives staff the information they need, exactly when they need it, so they can skip the guesswork and focus on delivering thoughtful, personalized service every time.

Tailor the Online Experience to the Individual

Personalization shouldn't stop at the tasting room. Your website, emails, and club communications are all opportunities to reflect where someone is in their relationship with your brand. A first-time buyer might appreciate a welcome message or a curated intro offer. A long-time member might be looking for early access or a reminder about their next shipment. Platforms like Commerce7 support this by letting you display dynamic content based on customer data, making it easier to deliver the right message to the right person without extra manual work. These kinds of thoughtful, relevant interactions help your customers feel recognized every time they interact with your brand online.

Be Proactive, Not Reactive

Sometimes the best hospitality is the kind your guests don’t even notice because everything just works. That could mean reminding a customer about an upcoming pickup or addressing a failed club payment before it becomes a frustration. Having tools that notify your team about key customer updates in real time helps ensure small issues are caught early and handled smoothly. With Commerce7, Smart POS Notices can be set up to automatically trigger reminders right on screen, so your staff has the context they need to offer timely, proactive service.

Give Customers Control and Flexibility

Customers feel understood when they’re offered choices that fit their preferences, especially when it comes to wine clubs. Offering flexibility in how shipments are built or when they’re received shows you’re not just delivering a product, you’re building a relationship. Systems like Commerce7 allow club shipments to be personalized based on past purchase history, while still giving members the option to edit, skip, or pause shipments as needed. It’s a small shift in control that can make a big impact on loyalty and retention.

Wrap-Up: The More You Know, The More You Sell

At the end of the day, showing that you know your customers is about helping them feel seen, valued, and understood. The right tools make it easier to deliver the right message at the right time, in the right place.

Know your customers. Sell more wine. It really is that simple.