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This Wine Club Used Marketing Personalization to Be Popular and Profitable

Updated: Jan 5

Picture it. Friday night, and you just got your first case of wine.


Each bottle is new to you, yet matches your exact taste preferences.


As you enjoy each bottle over the coming months, it's like Firstleaf Wine Club knows your palate better than you do.


Wine clubs and taste quizzes aren't unique. Firstleaf took personalization to a new level with WinePrint. This AI-powered tool created 410,000 unique customer journeys into their new customer quiz, almost guaranteeing that their 150,000 active subscribers will get a case of wine they'll love. Firstleaf even provides a visual within each user's account.


The Results of This Strategy Speak for Themselves:


  • From 2017-2020, Firstleaf's revenue grew 475%.

  • 96% of surveyed members agree that their subscription offers great value.


Beyond curating a case of wine that's a perfect fit for each of its customers, Firstleaf uses data to refine its marketing strategies. Their model tracks customer behavior from day one, identifying key moments to re-engage customers, suggest updates to their taste profiles, or send targeted promotions.


Want to be Popular and Profitable? Personalization is Your Friend.

Have you ever heard that being more interested in others instead of being interesting yourself is the secret to better relationships? This is exactly what personalization is all about.


Consumers expect brands to deliver personalized interactions. According to a study by Salesforce, 73% of people want experiences tailored to their needs. Yet there's a disconnect — 85% of brands feel they're offering personalized experiences, only 60% of people agree, according to Shopify. Bridging this gap pays off—Deloitte found that customer-centric companies are 60% more profitable than those that aren’t.

How to Apply This to Your Business


Targeted Messaging

Identify your target audience — remember, you can have several.


Don’t assume they speak your language or even the same language. Skip the jargon and focus on clear, relatable messaging that resonates with their unique needs. You can get to know them better by social listening, having one-to-one conversations, and researching trends that apply to your target market.

Customized Content

Customized marketing content addresses your audiences specific interests, painpoints, and aspirations. Your personalized marketing strategy showcases how you can solve their problems or help them become the person they want to be.


An effective content strategy uses many types of content, and almost all of them can benefit from personalization.



Tailoring your content to specific segments. Personalized emails that use subscriber data like name, age, and location can give your customers relevant and valuable information.


Re-target customers who may have previously visited your site.

One way to get someone to buy something they were interested in before is to use this tactic when promoting the product. Customers who regularly shop your brand are more likely to engage with an email alerting them to a members-only discount.


Enhanced Customer Experience

Personalized recommendations, exclusive offers, and customized product suggestions increase loyalty and satisfaction. For example, 55% of global consumers say that personalized rewards are why they join loyalty programs.


A number of online retailers are experimenting with ways to replicate the in-store experience, such as trying before buying. For example, Amazon’s Try Before You Buy, allowing customers to test products at home before making the purchase.


Personalization Across Multiple Platforms

Create a seamless experience by extending personalization across your website, emails, social media platformsPersonalized recommendations, exclusive offers, and customized product suggestions across all customer touchpoints like your website, emails, social media platforms, mobile apps, and more to provide a seamless experience.


Disney excels at this, down to the smallest details. A customer's experience starts with their website, then moves on to the My Disney Experience tool, which helps them to plan every detail of the trip. Even Disney’s trip-planning site is fully mobile-responsive, ensuring a smooth experience on any device.


People expect the brands they do business with to know their needs and preferences. Demand for this will only grow in the coming years. How will you make them feel like you get them.


Thinking of refreshing your personalized marketing strategies?

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