Reactivation Test

We'll be performing outreach to several thousand of canceled members. Our goal will be to get these people to rejoin the Winc Membership and become members again.

 

Reactivation Test: The Basics

Reactivation Test

Testing Reactivation Outreach

  • What is the purpose of this test? 
    • Our purpose is to get these select canceled members to rejoin the Winc Membership and become members again.
  • What role do agents play in this test? 
    • Whenever we have a customer from this test group reach out we want you to be able to fully assist them through the whole process
  • How will we test reactivation?
    • We will be emailing a couple thousand  preselected canceled members offering some of them $26 credits OR quarterly deliveries if they sign back up depending on their cancellation reason
      • this means that only those chosen for this test will receive our offer and will have their account set up correctly with the offer already 
  • How are the customers split?: 
    • We'll be targeting members based on why they previously canceled. Based on their specific cancel reason, we'll be making a specific welcome back offer.

    • Quarterly Delivery 
      • Cancellation Reason: Shipping, Inactivity, Too Much Wine, Cost
    • 2 Bottles On Us ($26 off)
      • Cancellation Reason: Other

Agent Role

What is my role within the reactivation test?

  • You will have a clear understanding of how the reactivation process works so you can support any members who are trying to sign back up & may have questions or need assistance
  • You will be a pro at identifying members who are part of the reactivation test prior to assisting and/or making changes to their account
  • You will not be offering credits or quarterly delivery to any customers, no exceptions!

Two Reactivation Offers

Below are the two reactivation offers listed along with their description. 

$26 Credits

A group of members that previously canceled due to an other reason will be emailed an exclusive offer to rejoin Winc with $26 off. This means when they rejoin, they'll receive $26 off their first reactivation order. Please note these members will receive a shipment on a monthly basis, they are NOT offered the quarterly delivery option since they're getting $26 off on us.

Quarterly Delivery

A group of members that previously canceled due to either shipping, inactivity, too much wine, or cost will be emailed an exclusive offer to rejoin Winc through a quarterly delivery option. This means when they rejoin, they'll receive a shipment of wine once every 3 months. Because it's a very special and exclusive offer, please note these are the ONLY members that can be included in this quarterly delivery option.

2 Bottle Offer

2 Bottle Offer Checkout Flow

How does someone offered 2 bottles to reactivate sign back up?

  1. Receive an outreach email promoting $26 off 
  2. Email takes you to landing page that further explains their offer: https://www.winc.com/wemissyou2
  3. If they click on the landing page's "learn more" button it will guide the member to Sign In (they'll want to sign in with the email address that received the outreach email. It must be their existing log in credentials from when they were a member. You may help them reset their password, if needed.)
  4. They'll be led to checkout, and this is where they'll see their recommendations in their box. They'll also see a green violator that explains their discount has been applied. (The number of recommendations they'll receive will be based off of their previous Recommendation Settings. They can of course edit their box, if they prefer.)
  5. Upon checkout they'll be guided to enter in new billing and shipping info. Their order total will display their $26 off. They'll also need to check a box that confirms they understand they'll be rejoining the membership. (The language will share that their membership is set up to be every month.)
  6. Once they officially checkout and rejoin, they'll see a confirmation page that highlights when their next order will be.
  7. They'll additionally receive a "Welcome Back" confirmation email that confirms their membership has resumed, their order details, and what to expect from their monthly membership moving forward

2 Bottle Reactivation Offer Email

2 Bottle Offer Credits

How can I verify the 2 bottle offer?

The Screenshot above is what the user's account will look like in 1425 if they've been offered $26 off

2 Bottle Offer Checkout

2 bottle offer checkout

They'll see a green banner displaying their offer. The Payment Method and Shipping Address section will be cleared. There will be a required disclaimer going over the details of their monthly membership.

Quarterly Delivery Offer

Quarterly Delivery Offer Checkout Flow

How does someone offered Quarterly Delivery to reactivate sign back up?

  1. Receive an outreach email promoting quarterly delivery (include screenshot of emails)
  2. Email takes you to Landing Page: https://www.winc.com/wemissyou
  3. Clicking on landing page's "Learn More" button will guide members to Sign In (they'll want to sign in with the email address that received the outreach email. It must be their existing log in credentials from when they were a member. You may help them reset their password, if needed.)
  4. They'll be led to checkout, and this is where they'll see their recommendations in their box. (The number of recommendations they'll receive will be based off of their previous Recommendation Settings. They can of course edit their box, if they prefer.)
  5. Upon checkout they'll be guided to enter in new billing and shipping info. They'll also need to check a box that confirms they understand they'll be rejoining the membership. (The language will share that their membership is set up to be every 3 months)
  6. Once they officially checkout and rejoin, they'll see a confirmation page that highlights when their next order will be.
  7. They'll additionally receive a "Welcome Back" confirmation email that confirms their membership has resumed, their order details, and what to expect from their quarterly membership moving forward.

Quarterly Delivery Offer Email

Quarterly Delivery Reactivation Checkout

Checkout page for Quarterly Delivery  offer 

Above is a glimpse of what checkout looks for these members. They'll see a green banner displaying their offer. The Payment Method and Shipping Address section will be cleared. There will be a required disclaimer going over the details of their quarterly membership.

Quarterly Delivery

What is Quarterly Delivery?

 Quarterly Delivery is a member receiving an order every 3 months instead of monthly. Winc is currently solely a monthly wine club. As the company grows we want to see what other alternative frequencies work for our membership which is why we will be testing out quarterly with only a select few of our canceled members. 

Helping Customers with Quarterly Delivery

Our Quarterly Delivery option is a test and therefore at the moment we do not have any indicators on the members end that they are opted in.

It is extremely important for us to check within 1425 prior to assisting them to see if they are set to Quarterly delivery.

Some of our features work differently when members are opted into Quarterly Delivery so it is important to note these differences as we go over them in this lesson. 

Quarterly Delivery within 1425

How can I tell if a customer is opted into Quarterly Delivery?

It can be located within a members "Subscription" page within 1425.
Note: Everyone is defaulted to monthly unless they are a part of our reactivation test

Quarterly Delivery & Subscription Status

How does Quarterly Delivery affect Subscription Status?

When an account is set to quarterly delivery their account status will predominately always be active. An account is only considered "suspended" when our skip a month feature is being used. What this means is that even though an account is set to receive an order every three months, the months they are set to not receive orders the account will remain active. 

Quarterly Delivery & Skip A Month

How does skip a month work with Quarterly Delivery ?

Skip a month will still be a feature that members opted into Quarterly Delivery can use however there are somethings to note: 

  1. Skip a Month will only be accessible 30 days prior to their next processing date 
    • Ex: If they want to skip their March order in January they will not be able to do so
  2. Skip a Month will only skip one month at a time 
    • Although quarterly delivery offers less frequent orders our skip a month feature will only be set up to skip one month 

The image shows the Skip a Month language when they are more than 30 days out from their processing date
Please note: This also means that as agents we also CANNOT skip a quarterly delivery account if they are not within that 30 day window.