Club Member Behaviour:
Holds, Skips, and Rejoins
Skips and Holds Are Normal. Rejoins Are Real.
Skipping a shipment isn’t a sign of failure, it’s part of how modern members manage their spending and inventory.
Across all clubs:
- 1 in 10 members skipped a shipment.
- Subscription members are the most likely to skip (17%)—which makes sense given the flexible nature of subscription and the ease of pausing.
- Traditional clubs see lower skip rates overall (9.6%), with modest differences between user-choice and set-item structures.
Skip Rate: Subscription vs Traditional
Hold Rate: Subscription vs Traditional
Pausing a membership looks different depending on the club type.
When it comes to pauses and holds:
- Subscription members are rarely “put on hold” in the system (0.35%), likely because skipping is their main tool.
- Traditional members use holds more frequently (4.28%)
- For set-item traditional clubs, formal holds are almost nonexistent (close to 0%), suggesting members either stay in or cancel rather than pausing.
Easy Cancellations Don’t Cause an Increase in Churns.
When members reach the point of cancellation, offering an easy online process does not lead to an increase in overall cancellation rates.
75% of wineries on Commerce7 offer online cancellation and 25% still require a manual or staff-assisted process, yet both groups see nearly identical cancellation rates. The difference is less than one percent.
Removing the friction of having to cancel manually via phone or email improves the member experience and lightens the workload for teams, with little to no impact on overall churn.
How Wineries Allow Members to Cancel
And importantly: not all cancellations are final.
About 3.3% of members who cancel their memberships eventually rejoin the same club.
Actionable Insights:
- Normalize skipping. Make skipping easy and visible in your communications. A skipped shipment is far better than a cancellation.
- Use holds as a retention tool in traditional clubs. Offer “skip or hold” in cancel flows to catch at-risk members.
- Build rejoin journeys. Since a meaningful share of canceled members come back, send targeted “we’d love to have you back” campaigns 6–12 months after cancel.