📋 Summary:
This bookmark reveals high-performing DTC customers who are actively purchasing wine outside of the wine club channel, specifically targeting loyal and top customer segments with strong velocity scores across orders, sales, and bottle volume. The report helps winery sales and marketing teams identify potential wine club recruitment targets by highlighting customers who are already engaging frequently and spending significantly through tasting room and online channels. By focusing on customers with velocity scores above 1.25 across multiple dimensions, the winery can develop personalized outreach strategies to convert these engaged buyers into club members or further incentivize their existing purchasing behavior. Users can leverage this preset bookmark as a flexible starting point for their analysis, easily modifying filters, adding columns, or saving a customized version to suit their specific business intelligence needs.
This summary was generated by AI.
📁 Public Bookmarks Folder: ENO Preset Campaigns/Customer Loyalty/Velocity
📌 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.
🔻 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
📁 Public Bookmarks Folder: ENO Preset Campaigns/Customer Loyalty/Velocity
🔑 Bookmark ID:
85cc2dfc-fc92-4219-9552-937cd859305b