12× ROI: Viniculture wins customers back with natural wines that match their taste and are available right now
12× Return on Investment
The shop
Viniculture was founded in 1984 on Grolmanstraße in Berlin-Charlottenburg and has focused on natural wine for almost 20 years: wines made in the vineyard and cellar with as little intervention as possible. The range includes white, red, rosé, orange and sparkling wines, for example from Marcel Lapierre in Beaujolais, Weingut Lassak, Weninger in Burgenland or Franco Terpin in Friuli, plus alcohol-free alternatives, sake, spirits, beer, accessories and seminars.
The challenge
Natural wine is a range of small quantities. Many wines exist in only a few cases, others come back with a new vintage under the same name. And customers’ taste is very precise: someone who loves a Morgon from Lapierre looks for light, juicy reds, someone buying amphora orange wine for something else entirely.
A classic win-back email shows all inactive customers the same bestsellers, often wines long sold out or not to their taste. Building such emails by hand for every style and keeping them in line with stock is not feasible in a range that turns over constantly.
The use case: Win-Back
Avys reads the product data from Shopware and understands each wine with its winemaker, grape, region, vintage and style.
Win-back from the current range. Whoever hasn’t ordered for a while gets a personal email with wines that match their past purchases and are available right now. A customer who used to buy Beaujolais from Lapierre sees fresh, juicy reds, such as a Lemberger from Lassak or a Blaufränkisch from Weninger. Someone who leaned towards orange wines and skin-contact whites like the Terpin Chardonnay gets wines in that direction. When a wine bought earlier returns with a new vintage, Avys recognises it and names the vintage correctly.
Copy, product selection and timing are created for each customer individually, with a personal voucher code from Shopware.
The result
12× 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.
