New Pickup Redirect Page for Wine Clubs and Subscriptions

Key Takeaways

We've redesigned the pickup redirect page: the page customers open from our email or text to move an order that's already placed to a nearby pickup location before it ships.
The page now leads with the closest location and its distance, pickup hours and expected delivery, then 2 nearby alternatives and a full map with search.
One checkbox, "Save this choice for future orders", sends every future order from your store to the same location. About 55% of customers who switch an order to pickup also check it.
It was built for orders that never go through checkout. Up to 35% of wine club members and subscribers have signed up to have their shipments redirected to pickup, and customers who used it rate it NPS 70+.
For wine, customers only see locations that accept alcohol, about 20,000 across the U.S., and packages are held for 7 days.
The savings come from members you keep. One club member is worth about $1,840 in future gross profit, so keeping just 1% of a 1,700-member club from cancelling over delivery protects about $31,300 (how we calculated it).
Nothing changes in your checkout. Orders come in from Shopify, Commerce7 or ShipStation, and the switch happens before the order ships.

The redesigned Via.Delivery pickup redirect page showing the closest pickup location, and the confirmation dialog with the option to save the choice for future orders

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What's new: a redesigned pickup redirect page

Pickup Redirect (BOPAR) lets your customer move an order to a FedEx Hold at Location or UPS Access Point site after they've placed it, as long as it hasn't shipped yet. We send the offer by email and text in your store's name. The link opens our pickup page, and that page is what we've rebuilt.

The redesign is about one thing: making the decision fast on a phone, since the offer arrives by email and text. The new page puts the most likely answer first, keeps the "no thanks" option one tap away, and moves everything else (alternatives, the full map, search) below it.

How the new page works

The redesigned pickup redirect page: the closest pickup location with its distance, pickup hours and expected delivery, buttons to choose it or keep the original address, two nearby alternatives, and a map with search

Here's what your customer sees, from top to bottom:

Your store and the order. The header shows your store name and the order number, and the greeting uses the customer's first name. The customer knows right away which order this is and who it's from.
The closest location. A card marked "Closest to your address" shows the location's name, address and distance, the expected delivery time, and its pickup hours, with a small map.
What pickup means. One line explains it: secure, ambient storage, held for up to 7 days, and no need to wait at home to sign.
Two clear buttons. "Choose this pickup point" or "Keep original address". Keeping the address leaves the order exactly as it was placed at checkout.
Nearby alternatives. Under "Another place work better?" the customer sees two more locations with their distances, one tap each.
A full map with search. The customer can open the map, search a city or address, and pick any location on it. Each pin shows the store's logo, so customers can spot the pharmacy or shop they already pass every day.

We only show locations that can take the package. We check its weight and dimensions first, and for wine we only show locations that accept alcohol.

Confirming the change, and saving it for every future order

Confirmation dialog: the chosen pickup location with its map and hours, an optional checkbox to save the choice for future orders from the same store, and the 7-day hold period

When the customer chooses a location, a confirmation dialog shows the location, its map and its hours again, and explains what happens next: the order is sent there, the customer is notified when it arrives, and it's held for 7 days from arrival. "View other pickup options" takes them back to the list.

The most important part of the dialog is the optional checkbox: "Save this choice for future orders from this online store." When the customer checks it, every new order from your store goes to that pickup location automatically, and the customer gets an email letting them know. About 55% of customers who switch an order to pickup check this box.

If you want an extra check before an order is redirected, you can turn on phone verification. The customer then enters the last 4 digits of the phone number used at checkout.

Why wine clubs need pickup after the order is placed

Club shipments are the hardest orders to deliver in wine, for three reasons:

They never go through checkout. A club release is charged automatically. A pickup option at checkout, however good, never gets a chance to appear on a club order.
Every bottle needs an adult signature. Someone 21 or older has to sign, and releases arrive on weekdays, when many members are at work. In 2026 the adult signature fee is $10.00 per package on FedEx and $9.35 on UPS, and it's charged again on every reship.
Carrier rules got stricter. Since June 1, 2026, UPS sends a missed wine delivery to a UPS Access Point after the first failed attempt and returns it to the shipper after 7 days. The member didn't choose that location and may not know the clock is running.

The real cost isn't the fee. It's the member who cancels after a second or third missed release. In our analysis of wine club member loss, a member taking 6 bottles 3 times a year at the 2025 average DTC bottle price of $56.78 is worth about $1,840 in gross profit over three years (at an assumed 60% margin). And the channel is shrinking: the 2026 Direct-to-Consumer Wine Shipping Report from Sovos ShipCompliant and WineBusiness Analytics recorded a 15% drop in DTC shipment volume in 2025. Keeping the members you have matters more than ever.

How wineries use it for club releases

A typical club release with Pickup Redirect looks like this:

The release is processed. Club orders flow from Commerce7, Shopify or your order management system, such as ShipStation, the same way they do today.
Members get the offer before the boxes ship. Each member receives an email and text in your winery's name with the closest location that accepts wine.
Members who can't be home switch. They pick a location in a few taps. Members who are happy with home delivery tap "Keep original address" or simply ignore the message.
Many save it for good. With "save for future orders" checked, the next release goes to their pickup location without another email to answer. One decision covers every future shipment.
The 3PL ships as usual. The order is switched to a FedEx Hold at Location or UPS Access Point delivery before it ships, and your fulfillment system is updated automatically. The member shows ID at the counter.

Wineries using it have seen up to 35% of club members sign up to have their shipments redirected to pickup. That's a large share of members who would otherwise depend on being home on a weekday. For background on the signature rules themselves, see our guide to adult signature delivery for wine and spirits.

What it saves: fewer failed deliveries, fewer cancelled members

Pickup Redirect saves money in two places. The smaller one is fees. Every failed wine delivery that gets reshipped to the same home address repeats at least $16.45 on FedEx Ground: the $10.00 adult signature fee plus the $6.45 residential surcharge, before base rate and fuel. A member who collects at a pickup counter doesn't fail delivery in the first place.

The bigger one is churn. In our article on the hidden cost of adult signature for wine clubs, we worked out what a club loses when a member cancels over delivery problems. With 6 bottles per shipment, 3 shipments a year, $56.78 per bottle, a 60% gross margin (an assumption) and 3 more years of membership, one member is worth about $1,840 in gross profit. Applied to a 1,700-member club (an example; use your own size):

Members kept who would have cancelled over delivery	Future gross profit protected (3 years each)
1% of the club (17 members)	about $31,300
2% (34 members)	about $62,500
5% (85 members)	about $156,400

To put the adoption figure in the same terms: if up to 35% of members sign up for pickup, that's up to 595 of 1,700 members whose releases no longer depend on someone being home on a weekday.

We don't yet have data on exactly how many cancellations pickup prevents, so treat the table as a way to size the opportunity, not a forecast. The churn article explains how to measure it for your own club: compare cancellation rates for members whose shipments failed with those whose shipments arrived the first time, before and after you offer pickup.

Why subscription brands use it

Subscriptions have the same core problem as wine clubs: the order is created automatically, so there's no checkout where the customer could choose pickup. The customer set an address once, often months ago, and never sees it again.

That causes problems in a few common cases:

Customers who aren't home in the day and keep getting boxes left on the porch, or keep missing signature-required deliveries.
High-value or temperature-sensitive products, where a box sitting outside for hours is a real risk.
Customers who move, travel or change routines, and don't want to log into a subscription portal to update an address.

With Pickup Redirect, the subscriber gets the offer when the next order comes in, picks a location and checks "save for future orders". From then on, every renewal goes to that location. It works with club orders in Commerce7 and with subscription apps such as ReCharge and Awtomic.

Other orders that benefit

Pickup Redirect isn't only for recurring orders. Merchants also use it for:

Customers who missed the pickup option at checkout, or only realized later that they won't be home on delivery day.
Apparel and other high-value orders, where a staffed counter is safer than a doorstep.
Signature-required products other than wine. In our checkout data, 12% to 26% of buyers of signature-required products choose a pickup location when it's offered, 16% on average, the highest share of any category we measure (Via.Delivery data).

Pickup at checkout vs. pickup redirect vs. missed delivery redirect

Pickup Redirect is one of three ways we put a pickup location in front of your customer. Each covers a different moment:

	Pickup at checkout	Pickup Redirect (before shipping)	Missed Delivery Redirect
When the customer chooses	During checkout	After the order is placed, before it ships	After a failed delivery attempt
Club and subscription orders	No, they skip checkout	Yes	Yes
Changes to your checkout	Adds a shipping option	None	None
Can apply to future orders	Per order	Yes, with "save for future orders"	Per package
Best for	New one-time orders	Clubs, subscriptions, customers who missed the option	The safety net for home deliveries

Many merchants use more than one: pickup at checkout for new orders, Pickup Redirect for club and subscription orders, and Missed Delivery Redirect for anything that still fails at the door.

Built-in safeguards

Only orders that haven't shipped. We check the order status in ShipStation and the 3PLs we work with. If the order has already shipped, the customer is told it's too late to change it, and nothing is altered.
One tap to say no. "Keep original address" leaves the order as it was.
Only locations that can take the package. We check weight and dimensions, and for wine, that the location accepts alcohol. About 20,000 locations across the U.S. accept wine, and ID is checked at pickup.
Optional phone verification. Require the last 4 digits of the checkout phone number before an order can be redirected.

Via.Delivery's solution

Pickup Redirect is available now for merchants on Shopify, Shopify Plus and Commerce7, and for orders that come straight from an order management system such as ShipStation. It works with the systems wineries and subscription brands already use:

Store platforms: Shopify, Shopify Plus and Commerce7.
Subscription apps: ReCharge, Awtomic and others.
Order management and fulfillment software: ShipStation, ShipHero and Fort Systems.
Wine fulfillment partners: Wineshipping, WeShipExpress, Copper Peak Logistics, Wine Country Connect, WineCub and BeyondVino.

You can check which locations near any address accept wine with our free pickup location finder for wine. See the full Pickup Redirect product page, all plugins and APIs, or book a demo to see the new page with your own store.

FAQ

What is a pickup redirect?

It's a way for a customer to move an order they've already placed to a nearby pickup location, such as a FedEx Hold at Location or UPS Access Point site, before the order ships. With Via.Delivery, the customer gets the offer by email and text and confirms it on a single page.

Does it work for wine club orders?

Yes. Club orders don't go through checkout, so this is how club members get a pickup option. They only see locations that accept alcohol, about 20,000 across the U.S., and show ID when they collect the package. Wineries have seen up to 35% of club members sign up for redirects.

Can a subscriber send every future order to pickup?

Yes. When confirming, the customer can check "Save this choice for future orders from this online store." Every new order from your store then goes to that location automatically, and the customer gets an email letting them know.

How much can a pickup redirect save a winery?

Two things: reship fees and lost members. A reshipped wine box on FedEx Ground repeats at least $16.45 in adult signature and residential fees. The larger saving is retention: one club member is worth about $1,840 in future gross profit, so keeping 1% of a 1,700-member club from cancelling over delivery protects about $31,300.

What happens if the order has already shipped?

The customer sees a message that it's too late to change this order, and nothing is changed. If they saved their pickup preference, it applies to their next order.

Do I need to change my checkout?

No. The offer goes out after the order is placed, by email and text. Your checkout and shipping options stay as they are.

How long is the package held?

7 days from arrival at the pickup location. The customer is notified when it's ready.

Sources

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