Quality over Quantity: How Vipino Scaled the "Personal Sommelier" Experience

Vipino is on a mission to bring the best wines and the most precise advice to connoisseurs across Germany and the DACH region. By partnering with Custobar and leveraging their Shopware 6 data, they transformed a cluttered database into a high-conversion loyalty engine where every email feels like a personal recommendation.

The Challenge: Finding the Signal in the Noise

For a premium retailer like Vipino, relevance is the only currency that matters. A "mass blast" email, yet effective,is a missed opportunity to deepen teh customer's bond and curiosity. As their community grew to over 149,000 contacts, the "passive" noise began to drown out the active and interested buyers. Vipino needed to prune their database and find a way to deliver relevant, sommelier-level advice at an industrial scale.

The Solution: Shopware 6 Data Meets European Precision

Vipino needed a "Single Source of Truth" that could handle the complexities of high-end wine retail while respecting strict European data standards. They chose Custobar for three strategic reasons:

1. Seamless Shopware 6 Integration: By connecting their Shopware 6 store, purchase history and real-time browsing behavior flow into Custobar instantly. This allows Vipino to act on "palate preferences" the moment they are detected.

    

2. GDPR & Data Security: As a European solution, Custobar ensures that Vipino’s data remains within the EU, meeting the highest security standards—a critical factor for their Swiss and German operations.

    

3. The "Sommelier" Engine: Custobar’s segmentation tools allow Vipino to group customers not just by "what they bought," but by "what they are likely to love next."

The Result: €17000 from a Single "Micro-Segment"

The power of this "precision over volume" approach is best seen in their recent Cavalinho campaign. Instead of emailing their entire list, Vipino targeted a tiny, hyper-relevant segment of just 2,900 customers who had previously shown interest in the winery or similar profiles.

• The Engagement: A staggering 61.6% open rate and a 8,9% click rate.
• The Conversion: A 4.0% conversion rate—nearly 2x the industry average.
• The Revenue: This single, small blast generated €16 380 in sales, proving that smaller, curated audiences drive significantly higher ROI.
  

A Leaner, Stronger Foundation

Beyond individual campaigns, Vipino’s focus on data hygiene has redefined their business health:

• Data Pruning: They successfully cleaned their database, reducing "passive" contacts (3-12m) from 120,000 down to just 23,600.
• Loyalty Growth: Despite refining the total database size, the number of repeat buyers (2+ orders) jumped from 30,000 to 36,700.
• Database Health: Today, 64% of their database are active customers, ensuring their marketing budget is always spent on the most engaged audience.
  

With Custobar and their amazing Shopware 6 integration we can finally offer tailored content to each of our customers

 

Francesco Guidi

CRM Marketing

Vipino GmbH