CRM Special Report: St. Supery Vineyards & Winery Case Study
St. Supéry Vineyards & Winery, in Napa Valley, is an example of a marketer that has successfully implemented an outsourced CRM solution. Its objective was to increase the percentage of its business that is direct to consumer. St. Supéry determined that outsourcing was the correct path due to low start-up costs, access to leading technology and the ability to develop marketing campaigns on a “pay as you go” basis.
Quaero worked with St. Supéry to design and build its marketing data mart, and its reporting and campaign-management capabilities. We also integrated customer-transaction detail (response-tracking information) from the vendor St. Supéry uses to support its transaction system.
The implementation of the outsourced CRM solution took approximately four months, and was successful because of engaged client involvement, aggressive adherence to the aforementioned methodology and St. Supéry’s commitment to integrating the outsourced solution into its business processes.
St. Supéry is now able to generate monthly e-newsletter campaigns, track responses and evaluate results. Tracked responses include bounce backs, unsubscribes, opened e-mail, clicks on embedded links and purchases. St. Supéry also is able to track purchases via key codes for special offers (e.g., free shipping) and by inference (purchases of promoted wines within one month of the promotion). The winery also has the ability to consolidate customer data from all channels (retail store, Web, business reply cards and winery events), create direct mail lists, report on campaign results, analyze customer behaviors, direct-enter new customer data into the database and conduct online surveys to collect additional customer data. Its campaigns have been generating significant ROI that confirm its undertaking of this CRM solution. The online analytical capabilities also provide the winery a better understanding of customer behavior and identify upsell and retention opportunities.
Brad Connard is executive vice president of client relations for Quaero. He can be reached at firstname.lastname@example.org.