The Brief
Monsoon was acquiring members faster than it could keep them. Month-three churn was 38% and the team was firefighting cancellation tickets.
All work
Fall 2023Monsoon ClubProduct • CRM • Retention
Monsoon Club
A subscription wine club that stopped churning.
In one number
-48%Month-3 churnLifecycle journeys, segment-aware merchandising, and a win-back loop that halved churn inside a year.
The Work
We rebuilt onboarding, added a pause-before-cancel path, and tied the CRM to consumption data so re-engagement emails referenced the last bottle shipped.
A subscription wine club that stopped churning.
The Result
Annualised net revenue retention went from 71% to 119% over twelve months.
Outcomes
Measured, not promised.
Numbers from the engagement ledger — not a pitch deck.
-48%
Month-3 churn
119%
NRR
31%
Win-back rate
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