Platform: Enolytics DTC
Summary:
What it shows: Your highest-value customers who are accelerating their wine purchases through website and tasting room channels (excluding club orders). This ready-made report identifies customers with velocity scores of 1.25 or higher across three key metrics: (1) loyal and top customers based on RFM scoring, (2) wine purchases only, and (3) non-club orders that are growing faster than your baseline trends.
Who should use it:
• DTC managers looking to convert high-velocity customers into club members
• Marketing teams planning targeted campaigns for engaged non-club buyers
When to use it:
• When you want to identify prime club conversion candidates based on purchasing momentum
• During quarterly reviews to spot customers increasing their engagement outside the club program
• Before launching retention campaigns to capitalize on customer buying trends
Questions this report answers:
• "How do I find customers who are buying more wine but aren't in my club yet?"
• "Can I get a list of my best customers who are increasing their purchases through my tasting room and website?"
• "Where can I see which loyal customers have momentum that I could convert to memberships?"
• "How do I identify high-value customers with growing purchase patterns outside the club?"
• "Who are my top non-club customers that are buying wine more frequently than before?"
Tip: Check the "Days Since Contact Last POS Order" column to prioritize recent tasting room visitors who might be most receptive to club membership conversations.
Note: Parts of this article were generated with AI and may not be perfect. If something looks off or could be better, click the 😞 below — it opens a quick chat so you can let us know.
📂 How to Access This Report
This is a public bookmark — a pre-built report ready for you to use. You don't need to create it from scratch.
To open it:
Click the Bookmarks icon in the left sidebar
Look under Public Bookmarks
Open the folder: ENO Preset Campaigns/Customer Loyalty/Velocity
Click Increasing Velocity Outside the Club
Quick Stats:
6 filter(s) applied
8 dimension(s) displayed
3 measure(s) displayed
Report Page: Build Beyond Limits | Advanced Reporting
Filter Behavior: When you select this bookmark, your existing filters will be replaced with the bookmark's saved filters.
📝 Original Description
Identifies high-value customers with velocity scores 1.25+ who are accelerating wine purchases through website and tasting room sales.
Filters Applied
The following filters narrow down the data in this bookmark:
Dimension Filters:
Rfm Category is one of: Loyal Customers, Top Customers, Loyal Customers to Watch, Top Customers to Watch
Product Type is one of: Wine
channel is not one of: Club
Measure Filters:
Net Sales Velocity Score ≥ 1.25
📋 Columns Displayed
Dimensions:
Customer Number — The outbound facing unique identifier. This can be different depending on the CRM. WD and VST use a customer_number (that is what prompted the naming), Commerce7's unique identifier is the email address.
First Name — Contact first name as defined in the contacts table
Last Name — The name of the actual club as specified in the respective CRM. (eg. 3 Bottle Pinot Noir Club). A customer can belong to multiple clubs at once but the club itself can only exist once within the winery data.
Contact Email — Contact's primary email. If contact has multiple emails, this is will be the primary. This is NOT an array of emails.
Contact Phone — Contact's primary phone number. If contact has multiple phone numbers, this is will be the primary. This is NOT an array of phone numbers.
RFM Category — Category associated with the RFM score
Days Since Contact Last POS Order — Number of days since last POS order. **Origin: Calculated**
Small Metro Area — The small metro area the contact is living in (based on the zip code lookup of the census data)
Measures:
ℹ️ Additional Details
Bookmark ID:
85cc2dfc-fc92-4219-9552-937cd859305b