24× ROI: Schneekloth recommends different bottles to the whisky connoisseur than to the Bordeaux lover
24× Return on Investment
The shop
Schneekloth is a wine merchant from Kiel, founded in 1816 and part of Bartels-Langness since 1950. The range goes far beyond wine: red, white and rosé wines from countries such as France, Italy, Spain, Germany, South Africa and Chile with a focus on Bordeaux, organic and alcohol-free wines, Champagne, Crémant, Sekt and Prosecco, spirits from gin and rum through whisky to grappa and vermouth, plus gifts and accessories. New arrivals are added regularly.
The challenge
People who buy wine and spirits follow a taste, not a category. A fan of smoky single malts is hardly interested in a mild blend, and someone buying Bordeaux is more likely to want another Bordeaux than just any red wine. Then there is language: copy that works for a red wine sounds wrong for a whisky or a gift bag. And with alcohol, health claims in advertising are off limits.
A bestseller logic recommends the same well-known bottles to everyone. One copy template for all products doesn’t fit this range, and maintaining rules by hand for every grape, region and type of spirit is not feasible with new arrivals coming in all the time.
The use case: cross-selling and Fresh Finds
Avys reads the product data from Shopware and understands every product with its origin, style and taste.
Cross-selling by taste. Whoever buys Ardbeg Wee Beastie from Islay is shown other smoky malts, such as Connemara Peated Single Malt or Indri Agneya Peated, instead of a mild blended Scotch. Whoever orders a Bordeaux sees more wines from the region or from the Fine Wine selection.
Fresh Finds in the right tone. Avys introduces new arrivals to the customers whose taste they match, and describes them the way their product world calls for: a new wine as a wine, a new whisky as a whisky and a new gift set as a gift.
Copy, product selection and timing are created for each customer individually, in formal address and without health claims.
The result
24× ROI over the last 90 days.
The ROI compares the revenue from orders placed within up to ten days of opening or clicking an Avys email with the cost of Avys over the same period.
