Wineries and craft beverage businesses can significantly increase sales by leveraging Recency, Frequency, Product, and Monetary (RFPM) customer filters in combination with targeted digital marketing strategies. Here’s how:

1. Recency (How recently a customer made a purchase)

• Target Recent Buyers: Use customer filters to focus on those who have made recent purchases and are more likely to buy again. Send follow-up emails or special offers to keep them engaged.
• Re-engage Lapsed Customers: Identify customers who haven’t made a purchase in a while and offer incentives to bring them back, such as “We Miss You” discounts or exclusive invitations to tastings or events.

2. Frequency (How often a customer purchases)

• Reward Loyal Customers: Create targeted campaigns for your most frequent buyers by offering loyalty programs, exclusive member discounts, or early access to new releases.
• Encourage Infrequent Buyers: For customers who buy occasionally, use personalized marketing messages like “Since you enjoyed [specific wine], we think you’ll love [new product]” to increase their purchase frequency.

3. Product (Customer preferences for specific wines or products)

• Personalized Recommendations: Based on past purchase history, recommend wines that match customer preferences or suggest complementary products (e.g., a new release similar to their favorite).
• Cross-Sell & Upsell: Use product filters to cross-sell accessories (e.g., wine glasses, openers) or upsell higher-end wines to customers who typically purchase mid-tier products.

4. Monetary (How much customers spend)

• Segment by Spending Level: Tailor offers based on customers’ typical spending habits. High spenders can receive VIP offers or invitations to exclusive events, while budget-conscious customers might appreciate promotions or value bundles.
• Offer Tiered Promotions: Provide discounts or bonuses for spending a certain amount, encouraging customers to increase their order value.

5. Digital Marketing Strategies

• Email Marketing: Use RFPM filters to send highly personalized and timely emails. Segment your list by recent activity, preferred products, or average spend, and tailor messages accordingly.
• SMS Marketing: Send reminders for club releases, exclusive offers, or event invitations to customers based on their purchasing behavior. Automated follow-ups based on recency or frequency can drive repeat sales.
• Retargeting Campaigns: Retarget customers who have visited your online store (look for abandonned carts) or engaged with your brand but haven’t made a purchase recently. Combine RFPM data to show them tailored ads promoting products they’re most likely to buy.
• Loyalty Programs: Implement a loyalty program that rewards customers based on their purchases on all your sales channels.

6. Combining RFPM with CRM Insights

• CRM Data Integration: Use your CRM and POS systems (like Activ8 Commerce) to integrate RFPM filters and get a holistic view of customer behaviors. Automate personalized offers, segment campaigns, and track responses to continually optimize your strategy.
• Omnichannel Promotions: Leverage data across online and offline channels. For example, use RFPM data from tasting room purchases to target customers with personalized email offers or social ads that promote wine club memberships or exclusive releases.

By using RFPM filters alongside digital marketing, wineries can offer personalized, targeted experiences that drive higher sales and customer loyalty—while Activ8 Commerce seamlessly manages all your sales channels and helps you effortlessly implement these strategies for maximum growth. Book a demo today!