Wine, the largest wine subscription club in the world with more than 421 thousand subscriptions, has already made more than R$200 million in cashback available to customers through its WineUP benefits program. Available to all customers who make purchases in e-commerce, the idea of the rewards program is to enable the consumer to go through a gamification journey in the Wine application, which will earn points that are converted into values, which can be used to acquire new wine labels.
To date, consumers have redeemed 2.7 million bottles of wine as part of the amount spent on purchases. About to complete five years of existence, WineUP is part of Wine's strategy to provide new consumer experiences to customers, by offering exclusive benefits and attractive rewards, and recognize the members of the Wine Club for their loyalty.
The WineUP program was created from the feedback of the members, subscribers of the Wine subscription club, the Wine Club.With a multidisciplinary team, the company has developed an intuitive and functional interface, which allows users to accumulate points and convert them into prizes and discounts. According to the program, the use of cashback is available by the Wine application for redemption and, all purchases on the website, application or physical stores, are counted to earn points, which will generate cashback.
All customers who make at least one purchase in Wine's e-commerce are automatically registered in WineUP. Club members accumulate three times more points and enjoy exclusive benefits.
WineUP adopts a gamification strategy, encouraging consumers to interact with the wine universe through missions and achievements. Throughout their journey in the application, users can accumulate points, evolving levels and unlocking new benefits.Punctual missions, such as the first purchase in the application or the first evaluation of a product, and incremental achievements based on customer consumption, ensure a dynamic and engaging experience.
“We are always looking for something new, different, that challenges and expands the consumer's knowledge about the world of wine. And even better if these experiences involve entertainment and fun in the tasty universe of” wines, he comments Laura Barros, Wine's marketing director. In addition to the existing benefits, from August 2024, the WineUP program will present new features and advantages:
Roulette WineUP: by raising status, members will be able to spin the roulette wheel and win even more cashback and prizes.
New status 'super idol: those who achieve this status will have 5% cashback and 20% discount on all purchases, instead of the regular 15%.
Cashback usage: The cashback amount used in orders will be adjusted according to the status in WineUP, allowing Super Idols to use up to 100% of cashback on the order value.
New Missions: Every month, new missions will be added to the app, stimulating participation and increasing cashback earning opportunities.
The program update, with new missions and new games by the application, is aligned with the gamification strategies and diversified experience of Wine consumption. While WineUP serves members and consumers, enabling the accumulation of points and benefits by the application, in physical stores there is Wine Games, which prepares national competitions such as blind tasting to promote exchanges, knowledge and benefits such as cashback.
