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ABC Fine Wine & Spirits, Florida’s largest independent wine and spirits retailer, has announced the launch of ABC Access, the company’s new loyalty and rewards program. It is organized into three status levels, called “keys”: Bronze, Silver, and Gold. At the Gold level, customers get access to the Vault, which offers some of the world’s most sought-after bottles of wine, scotch, and bourbon, including Pappy Van Winkle, Weller 12, and Opus One. The Vault can only be accessed when a member reaches Gold level through points earned and by receiving an emailed invitation from ABC.
“We’re focused on providing our guests with great selection and service, and ABC Access is a new way to offer outstanding benefits and rewards to our loyalty members,” says Charles Bailes III, Chairman and CEO of ABC. “Signing up for ABC Access gives a loyalty member immediate benefits, and then the more they shop, the closer they’ll be to the unmatched access provided in the Vault.”
The ABC Access tiers are based on a point system in which five points are earned per dollar spent, or 10 points earned per dollar spent in ABC’s Sourced & Certified Collection. Bronze level is zero to 2,500 points. Silver level ranges from 2,500 to 5,000 points, and Gold level is anything above 5,000 points. Benefits at each level include $5 coupons, free bottles, $10 off of every $100 spent on wine, a birthday gift, and more. The most exclusive offering is available to Gold status members who earn enough points for an invitation to unlock and buy from the Vault.
The Vault will be loaded with rare bottles several times a month. Products will be selected based on quality, price, and rarity. Once a member receives a key (a link via email) to the Vault, a single item may be purchased. All Vault-selected bottles are sold on a first-come, first-serve basis, so the faster ABC Access members use their keys, the greater chance they have of bringing the product home.
To further boost the in-store experience, ABC offers in-store services from sampling areas, wine experts, a Concierge service for large events, and delivery in select locations. Exclusivity is a classic loyalty driver. For example, its allure was first put to the test with the trading stamps of the early 20th century. It’s particularly interesting to see experience-based exclusivity (i.e., the Vault) integrated into a traditional, tier-based rewards program.
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