Trevor's Wine Club
Management SOP
This comprehensive standard operating procedure guide covers all aspects of managing Trevor's Wine Club, from customer enrollment and marketing to monthly wine distribution and staff responsibilities.
Updated Sept.29.2025
Table of Contents
  1. Customer Journey - Enrollment Open Process
  1. Customer Journey - Enrollment Closed
  1. Launch & Daily Upkeep - Staff Responsibilities
  1. List Management - Exporting & Uploading Members
  1. Waitlist Management - Monthly Email to Waiting List
  1. Email Campaign Setup - Marsello Campaign Creation
  1. Promotional Plan - Ways to Get The Word Out
  1. Pickup Preparation - Monthly Process
  1. Important Links & Login Info
  1. Important Reminders - Key Knowledge for Staff
  1. Tutorial: Exporting & Importing Members
  1. Tutorial: Sending Emails Using Marsello
  1. Next Steps - Launch Day Ahead
  1. Last Thoughts - Enrollment Challenges
Customer Journey
🟢 Enrollment Open Process
1
QR Code Scan
Guest scans QR Code #1
Guest clicks link online
2
Sales Page Visit
Guest goes to Sales Page
3
Subscription Purchase
Guest purchases Monthly or Annual subscription and selects pickup location
4
Email Receipt
Member receives an email receipt from E-Series (after purchase + each renewal)
5
Wait for Updates
Member waits for email updates and picks up wine on the 3rd Thursday
6
Pick Up Wine
Member scans QR Code #2 (included in pickup) → Members page to view current/past wine info + concierge form
🍾 Pro Tip
Host a wine tasting/s on pickup day. Invite distributors. Make it a monthly event open to members only to increase value, sales and exclusivity.
Enrollment Closed
🛑 Customer Journey When Closed
1
QR Code Scan
Guest scans QR Code #1
2
Info Page & Waitlist
Guest goes to info page with countdown timer and form to join the waitlist
3
Success Notification
Guest receives a notification from the website letting them know they have been subscribed.
4
Reminder Email
Guest receives a reminder email before enrollment opens again
Staff Execution
👩‍💼 Launch & Daily Upkeep
Setup + Maintenance (Always)
  • Create a QR code and advertise in-store
  • Share links on social, email broadcasts, and Google Page (I got the site)
  • Maintain store signage, booklets, flyers, etc., + digital campaigns
  • See Promotional Plan below
Daily (When Enrollment Open)
  • Check E-Series purchase notifications via wineclub@trevorsliquor.com—or log into E-Series to view sales
  • Add new members into K and X Series Wine Club Groups so staff can apply benefits immediately

📨 Optional:
Add new members to a Marsello Segment to trigger an automated email welcome message containing a link to the membership page and more details
List Management
🗂 Exporting & Uploading Members
1
Export from E-Series
In E-Series, export monthly buyers list by searching "wine club"
  • These = monthly members
  • Previously subscribed annual members will not appear here, they will need to be uploaded separately (separate CSV recommended)
  • Below are the suggested boxes to check for the master list
2
Upload to Marsello
In Marsello, go to Customers and upload:
  • Monthly buyer list with tag: Wine Club MM-YYYY
  • Annual member CSV with same tag.
Email Campaign Setup
📧 Marsello Campaign Creation
Choose Segment
In Marsello, there will be a segment titled with the type of list and current month, i.e. Wine Club 09_2025 or Waitlist 09_2025
Send Campaign
Draft and send campaign to that monthly segment
Use Template
Recommended, create a wine club template in Marsello for consistent branding
⚡️ Note:
Tags accumulate (e.g. Wine Club 09-2025, Wine Club 10-2025). This preserves history. Every 6 months, old tags and segments can be cleared for housekeeping.
Pickup Prep
📦 Monthly – Preparing for Pickup
1
Export Buyer List
In E-Series, export full buyer list into a CSV file
(see video tutorial)
2
Organize Master List
Add annual members to the active monthly members CSV file to create the Master Pickup List
3
Prep Packages
Prep pickup packages by store, include QR Code #2
4
Send Pickup Email
In the E-Series, make a bulk update to 'Ready for Pickup,' this will trigger an email to the buyer from the E-Series. You cannot customize this for the wine program.
5
Distribute Wine
Distribute wine to Locations 1–4 with master list — include card with QR code.
Waitlist Management
⏳ Monthly Email to Waiting List
1
Download List
Download the list from the website
(or request it from Jerry)
2
Scrub List
Scrub against the master current member list and remove active members
3
Upload to Marsello
In Marsello, upload:
  • Monthly wait list CSV with tag: Waitlist MM-YYYY
4
Create Segment
When adding a new tag in Marsello, check the box to create a new Segment.
5
Send Campaign
Draft message and send marketing campaign to that monthly segment
Important Reminders
🔑 Key Knowledge for Staff
E-Series Source of Truth
E-Series is the source of truth. It contains all sales and customer purchase information. Note: Any refunds issued must be manually updated in E-Series to remain 100% accurate
Lag Awareness:
Members will not appear in X or K groups until manually added. If a customer buys online while in-store and wants to use benefits immediately, a manager must add them to the Wine Club group at the POS
How to Enroll
Staff cannot enroll members at the POS because there is no universal way to record their preferred pickup location and it splits the source of truth — staff must direct guests to the QR code or /club link to join
System Flow Overview
🧩 How Each Piece Fits Into The Club
1
1. Enrollment & Sales
Guest scans QR Code #1 → to Website Sales Page → E-commerce (E-Series) $59/mo or $599/yr product.
Product SKUs were created in the X-Series, but only available online.
All memberships (monthly/annual) are purchased online only.
E-Series handles checkout, billing, renewals, and receipts.
E-Series is the source of truth for active members and pickup lists.
2
2. Membership Sync & Discounts
Lightspeed X-Series (Retail POS)
When customer profile is attached, 10% wine discount automatically apply.
Lightspeed K-Series (Restaurant & Bar)
Waived corkage verified by staff looking up the Wine Club group profile.
Discount automatically apply if profile is updated.
3
3. Communication & Benefits
Marsello (Marketing + Loyalty)
Sends Wine Club emails, reminders, and Eventbrite discount codes.
Tracks loyalty points from subscriptions + purchases.
Uses tags/segments to organize active members.
4
4. Member Access
QR Code #2 → Members Page www.trevors.com/wine-club-members
For active members only (not advertised, hidden from search engines). *I can password protect this page too.
Contains wine specs, perks, FAQs, concierge form.
5
5. Website (trevors.com)
Public-facing hub for prospects + members.
Provides Wine Club info, FAQs, and brand contact.
Designed to convert sign-ups and reduce confusion.
The sales page changes to waitlist page when enrollment is closed.
The waitlist is collected here and can be exported as a CSV file at any time.
The Members Page and TOS is hosted here.
Can be used to sell overstock of wine to members only.
Promotional Plan
📢 Simple Ways to Get The Word Out
In-Store Promotions
  • Table tents, check presenters, POS signage at checkout and high-traffic areas
  • QR code signage linking to Sales Page (enrollment)
Email Marketing
  • Monthly Wine Club spotlight broadcast with link to sales page
  • Permanent promo link in email signature → directs to sales page page
  • Monthly broadcast to the waitlist the morning it goes live.
Social Media
  • Weekly posts (images, stories, countdowns during enrollment)
  • Quick reels / video content: staff tastings wines, pickup parties, featured wines
  • Collaborations with local influencers & partners (quick IG search+giveaway)
  • FB Event for Enrollment Open and Pickup Party
  • Simple targeted paid Meta Ad to wine lovers
Website
  • Homepage slider & pop-up during enrollment window
  • Strategic placement of links (footer, menu, locations, checkout flow)
  • Dedicated SEO-optimized Wine Club page for signups + FAQs
  • Add "Pickup Party" pics
Google
  • Add Wine Club promo to Google Business Profile
On the Horizon
Holiday Gifting Option
One-time gift subscriptions (1, 3, 6 months), on sale Dec 1st. 1st Delivery January.
Member Referral Program
Spark viral growth buy offering bonus perks for recruiting new members.
▶️ Tutorial #1
What's in this tutorial?
Exporting members from the E-Series into a CSV file to create a master list
Adding members to the X-Series using a desktop
Adding members from the E-Series CSV file into Marsello using a tag that automatically added them to a segment
▶️ Tutorial #2
Sending Emails to The Wine Club Using Marsello Segments
🔗 Important Links & Login Info
Prospect Pages
Sales/Wait Page | www.trevors.com/club or /wc
Monthly Product | www.trevors.com/monthly
Annual Product | www.trevors.com/annual
Club TOS Page | www.trevors.com/club-tos
Member Pages
Club TOS Page | www.trevors.com/club-tos
Login Pages
LightSpeed Login | www.lightspeedhq.com/login
Staff
Management SOP | www.manager.trevors.com
Google Doc | Click Here​
⏰ Launch day is October 1st
Need to start promoting asap.
Let's Go!
9/29 Snapshot
Next Steps:
  • Complete member TOS, including annual cancelation and corkage abuse policies.
  • Create Wine Club template for emails sent from Marsello.
  • Y/N will you be regularly adding new members to the Marsello segment? If so, we should create an auto-response message.
  • Ensure X & K series apply the discount automatically when customer is identified.
  • Pickup party? At one location, all 4, none?
  • Write final TOS and website sales copy & FAQ. The website TOS require a phone #
  • Final approval of content and web pages.
  • Test the entire process.
  • Start promotions.
Last Thoughts…
🤯 Uncomfortable Enrollment Challenges

🚩 Current Issue: Enrollment is Loose
  • Selling Subscriptions After Pickup Date: This means you can be promising wine on the Third Thursday without getting paid yet. Also, active members won't show in E-series to create the master pickup list until after the subscription has renewed.
  • Feels like a discount club when sign-ups are allowed right up to pickup day.
  • Staff have no time to prep lists, pack bags, or distribute across stores.
  • Messaging is weak. Has a"Get in before the sale ends" type of vibe—not exclusive.
  • Marketing is harder — deadlines move around, no evergreen pitch.
✅ Proposed Messaging #1:
Enrollment is Open For a Short Window Every Month Starting on the 1st Until We Reach Capacity
This works because you have a set limit you want to enroll, and I don't think you'll need 2 weeks to reach it. This sounds like the ULTIMATE exclusivity.
✅ Proposed Messaging #2:
Enrollment is Open 1st–15th, or Until We Reach Capacity
Why the 15th is better than "up until delivery day."
Exclusivity
A clear enrollment window makes the club feel curated and limited — not a rolling discount.
Same Sales Opportunity
Nearly the same number of selling days as now, just cleaner and easier to manage without unnecessary exposure.
Avoid Disaster
Even when the 3rd Thursday lands on, or close to the 15th, every subscription will be paid. Active members can be accounted for in the E-Series, and the staff has a buffer to prepare for pickup.
Sticky Messaging
Enrollment runs the 1st–15th, but may close early if capacity is reached or wine supply is limited. Pickup Party every 3rd Thursday. → simple, clean, easy to remember, hard to forget.
Flexibility & Control
  • Enrollment can close early if wine sells out, reinforcing exclusivity.
  • Enrollment can reopen temporarily if more supply is available.
  • Pickup dates could shift to the 4th Thursday or even 1st Thursday of the next month → allowing wine to be bought on demand instead of projections