Platform: Enolytics DTC

Summary:

What it is: Membership Outside Club Risk Factor indicates the risk level of a club member based on their purchasing behavior in non-club channels like tasting room or website sales.

How to use it:
• Identify club members at risk of cancelling by spotting those who've shifted their spending away from club purchases to other channels
• Prioritize retention outreach by focusing on members with higher risk factors who may need re-engagement before they churn

Tip: Members who stop buying outside the club and only fulfill their club obligations often signal they're preparing to cancel, so higher risk scores warrant immediate attention.

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.

Quick Stats:

risk factor based on whether the member has bought in channels outside the club

Type: float

Format: #,##0.00