"Subbly has definitely helped us improve member retention, drive one-off revenue, and increase upsell conversions — one recent upsell offer created using their funnels tool converted almost 30% of eligible new subscribers alone. Across the board, we’re up on all our key metrics since moving over to Subbly."
Introducing VinoMojo, a wine subscription club founded with a mission to democratize the often inaccessible world of wine. Through a mixture of tailored wine deliveries and interactive tasting experiences, VinoMojo delivers a personalized journey time and time again, helping budding enthusiasts blossom into the connoisseurs they never previously imagined they could become.
Results within 6 months
on Subbly
3x less churn
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Tom Tryon and Nathan Key founded VinoMojo after spending years in the consulting industry managing venture portfolios and working in the digital media, consumer, and technology industries. As lifelong amateur wine lovers who knew all too well how high the barrier to entry could be, both financially and culturally, they saw an opportunity to do things differently.
“When we first started enjoying wine, we’d found it to be difficult and intimidating to get into, with lots of snobbery. So we knew there had to be a better way for people to learn about wine, and get more enjoyment from it.”
Knowing they had a chance to create a unique experience through which customers could educate themselves about wine while enjoying progressively more stimulating and complex tasting experiences, they didn’t waste any time getting started.
“The biggest challenge for us was how quickly we could get a product set up and in our members’ hands. We wanted to get fast feedback on our idea and iterate rapidly, so being able to get everything set up in as little time as possible was crucial.”
A subscription model felt like a natural choice. While it was nothing new for the wine industry, the way Tom and Nathan perceived existing offers, most of what existed before VinoMojo was purely transactional. Outside of better prices, there was no emphasis on the process of enjoying, learning about, and discovering great wine.
“Our curated selections allow subscribers to discover new wines one grape or region at a time. Each wine comes with an on-demand interactive tasting that empowers them to learn sip by sip in a simple, engaging and sociable way. We ensure every interaction feels like part of their own individual journey by helping them understand their own unique taste profile, providing recommendations and showing them where to take their wine adventure next.”
Although it wasn’t easy to build and grow a community of members at the beginning, especially with a barebones product, as the co-founders took feedback into account and refined VinoMojo’s messaging, they eventually hit the nail on the head, leading to knock-on effects which further validated their decision to opt for a subscription model.
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”We were really pleased with our initial feedback, despite our rudimentary product. We thought this might be an issue for our early adopters, but they were willing to put up with that because they knew they were getting great value. We worked on how we find and speak to our target audience too, and since, on top of more new subscribers, we’ve even seen an increase in members referring friends and family too.”
From a technical standpoint, VinoMojo was initially run using the ecommerce management tool provided by their website operator. However, once they hit a critical mass of subscribers and their momentum started building exponentially, it was too manual and inefficient to use. What they needed was a subscription-first platform.
“Subbly allowed us to finally give our members the flexibility and choice they desire — this is so crucial to our members, and it’s been great to be able to personalize the checkout and account management experience to allow customers to express preferences, make choices and adjust these on a regular basis.”
Running all aspects of their subscription business with a single all-in-one platform helped Tom and Nathan free up time to explore new ideas, which in combination has resulted in a concrete effect on their bottom line.
“Subbly has definitely helped us improve member retention, drive one-off revenue, and increase upsell conversions — one recent upsell offer created using their funnels tool converted almost 30% of eligible new subscribers alone. Across the board, we’re up on all our key metrics since moving over to Subbly.”
As VinoMojo has evolved, so has Subbly, each new feature released based on feedback from entrepreneurs like Tom and Nathan who are immediately able to jump right in and start experimenting.
“The speed with which our feedback and suggestions have been acknowledged, built into the backlog and then released as features is incredible. In the space of a year, we’ve seen so many new features built in - it keeps getting better and better. For us, the core subscription product management is still the most important feature, delivering great value and giving us a very clear view on the business, on each subscriber and on anything that we need to act on or rectify.”
VinoMojo has come a long way since their launch, onboarding an increasing number of new subscribers and setting them on the path to wine enlightenment. In vino, veritas, as they say. As each loyal subscriber continues their journey with VinoMojo, VinoMojo will continue their journey with Subbly, confident that they’ll be able to claim even more of the wine market with a team behind them to support them who knows exactly what a subscription-first business needs to succeed.
“Keep up the great work! I always feel that I can get help with anything I need from the amazing Subbly customer service team, and very quickly. It makes a huge difference being able to speak to people who know me, my business and what I’m trying to accomplish.”
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