Through GDPR without losing a subscriber, in a hard year for wine

What changed

• +3%channel revenue (£2.3m)
• +30%repeat shopper segments, year on year
• +15%customers via email, year on year
• 0subscribers lost in the GDPR transition

CRM team results. I led the team and the strategy.

The challenge

Grow CRM revenue for Britain's oldest wine and spirits merchant in a hard year for the industry, while moving platform and getting through GDPR without losing the audience.

My role

Digital Marketing and CRM Manager, leading the CRM team

The approach

• Retention, engagement and reactivation programmes across channels
• Automation and replenishment for repeat shoppers
• Migration from Mailchimp to Emarsys, laying foundations for a later move to SAP
• Sell-out launches, including a 100-bottle whiskey release with a 9,500-order waiting list