One of the most valuable moments in the DTC journey is also one of the most commonly missed opportunities: capturing guest contact information in the tasting room. 

Over ten years of WISE mystery shopping data show that this simple step remains one of the lowest-performing behaviors across wineries, even though it’s one of the most powerful drivers of long-term loyalty and revenue.

That’s a huge missed opportunity. The tasting room is where guests arrive curious, open to discovering new favorite wines, and ready to spend. Some will make a one-time purchase, while others will begin relationships worth exponentially more over time. The difference often comes down to something surprisingly simple: did we ask to stay in touch?

In WISE Mystery Shopping, capturing contact data is one of the three core behaviors in the WISE Triple Score, alongside asking for the order and presenting the wine club, because it creates the pathway for ongoing engagement after the visit. A great tasting room experience without contact capture risks becoming a transaction instead of a relationship. But when wineries collect guest information and follow up with relevant communication (events, new releases, or allocations), they can turn a single visit into a long-term customer journey.

To help wineries close this gap, RedChirp — the text messaging and marketing platform used by more than 1,000 wineries — worked with WISE on a proof-positive, practical solution.

RedChirp recently launched Guest Check-In, a tool designed to capture visitor contact information and marketing consent while welcoming guests to tasting rooms, on-site events, and off-site winery experiences. Guest Check-In makes it simple to collect, organize, and sync customer data for both scheduled and walk-in guests, helping build their profiles and compliant marketing lists in real time.

Key features of Guest Check-In include:

• Instant Data Capture: Collect name, birthdate, email, phone number, and consent through tablets, QR codes, or NFC devices.
• Marketing Compliance: Secure express written consent for text and email marketing.
• Versatility: Works for both reservations and walk-in guests.
• Designed for Hospitality: A simple interface built for high-traffic, in-person environments like tasting rooms and events.
• CRM Integration: Automatically creates or updates customer records in connected systems, streamlining checkout and follow-up marketing. 

Guest Check-In doesn’t replace hospitality; it supports it. 

Recognizing that technology works best when paired with comprehensive staff training, RedChirp partnered with WISE, the industry’s leading wine education and training organization, to develop best practices for implementing and using Guest Check-In to drive sustainable DTC growth.

WISE encourages wineries to create multiple touchpoints for guests to share contact information, rather than relying on one moment at checkout. The easier and more natural it is to connect, the more likely guests are to say “yes”.

“The technology is just one part of the solution,” says RedChirp cofounder Jennie Gilbert. “WISE is exceptionally helpful in getting team buy-in, helping staff try something new, and teaching teams to understand the significant benefits behind it.”

“A lot depends on the culture of the particular business,” muses Jenn Warrington, WISE Partner and Coach.  “When business conditions tighten, the importance of capturing guest information becomes even clearer,” says Warrington. “Every tasting room interaction is an opportunity to build a relationship. When teams understand that capturing contact information is part of great hospitality and not an interruption of it, the results can be dramatic.”

Turning Visits Into Relationships

WISE research suggests wineries typically fall into two groups: those capturing almost no guest data and those capturing it consistently. The difference usually comes down to culture and training.

Across the industry, average contact capture rates remain surprisingly low, highlighting just how much opportunity still exists for wineries that prioritize the practice. RedChirp and WISE make it easy to turn Guest Check-In into a smooth, effective part of your tasting room experience:

1. Get started quickly: Guest Check-In comes included at no extra cost with all RedChirp plans.
2. Customize your forms: The RedChirp team is available to help you customize your Guest Check-In form(s) for your specific tasting room setups and events.
3. Train your team: WISE provides 30 minutes of free coaching to guide you on integrating Guest Check-In into your guest interactions. Full consulting and staff training are available for teams that want deeper support. 

RedChirp and WISE have also hosted an educational webinar for winery owners, tasting room leaders, DTC professionals, and marketing teams exploring how Guest Check-In can improve tasting room and overall revenue performance. A recording of that webinar is available at redchirp.com

Learn More at the Wine Sales Symposium

RedChirp will be a featured exhibitor and the Presenting Sponsor at the Wine Industry Network’s Wine Sales Symposium on May 13, 2026, at the DoubleTree Hotel in Rohnert Park, CA. Jennie Gilbert will also lead a workshop titled “The Future of Wine Messaging: Innovation and Strategy with RedChirp.”

As wineries navigate softer visitation and growing pressure on direct-to-consumer sales, the ability to convert tasting room experiences into long-term relationships has never been more important. By combining RedChirp’s technology with WISE’s proven behavioral training, wineries gain a practical way to capture the connection while the guest experience is still fresh.