Inside Traditional Clubs:
Customization Drives Revenue
Within traditional clubs, member preference is unmistakable:
flexibility wins.
About 75% of all traditional memberships are in user can choose clubs, where members can decide what goes into their shipment. Only 12% are in fully fixed, set-item clubs. This preference directly impacts revenue.
User can choose traditional clubs average $280 per shipment, compared to just $168 for set-item clubs—a $112 difference.
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Traditional Club Membership Preference
Traditional Club Shipment Value
In just nine months, SMAK Wines grew its wine club by 29% after moving to Commerce7. Founder Fiona Mak wanted one connected system that felt personal for members and efficient for her team.
“I used to worry that giving people too much control would lead to more cancellations, but instead, they adjusted. Some downsized, but they stayed. It made the club stronger and more sustainable.”
When it comes to user can choose traditional clubs specifically, edited shipments average $304, compared to $268 for unedited shipments. Personalization—both at the club level and on a per-shipment basis—clearly drives bigger baskets and more engaged members.
Shipment Value: Edited vs. Unedited (User Can Choose)
Actionable Insights:
- Make customization the default for traditional clubs. If your clubs are still fixed, shift to a “winemaker’s selection, editable by the member” model. It preserves curation while giving members control—and it reliably lifts AOV.
- Promote choice as a core membership benefit. Use phrases like “build your perfect shipment” or “choose the wines you love” across signup pages, pre-shipment emails, and club marketing. Control, discovery, and fewer misses are major value drivers.
- Highlight editing as part of the experience—not an afterthought. Show countdown reminders (“3 days left to edit”), highlight new releases, and surface recommended add-ons during the edit window to boost AOV.
- Use set-item clubs intentionally. Set-item clubs still have a place, but only when curation is the value. Use them for limited releases, library collections, verticals, or themed shipments where choice isn’t the focus.