Pepper Tree Wines
Customer Profile
Founded in 1991, the Pepper Tree Winery is one of the showplaces of Hunter Valley Wine Country.
Well established in Australia, Pepper Tree currently sells more than thirty thousand cases per year nationwide and exports wine to New Zealand, Asia, Germany, and Canada, among others. The winery receives more than 25,000 visitors per year, and the wine club has over 2000 members who have committed to buy two or more cases per year.
Situation
To distinguish themselves from competitors, Pepper Tree Wines offers wine club members the opportunity to create a customized case of wine, but Pepper Tree staff often found themselves spending more time processing orders than building customer relationships. The lengthy process hindered growth when the company was seeking to expand.
Pepper Tree Wines needed a way for their workers to customize orders without time-consuming manual entry and dispatch.
Solution
Using Client Connect Pro (CCPro™) database connection software from Spectrax, Pepper Tree Wines received an integrated management system. Their staff can now electronically enter and process data from a variety of sources, making it a simple task to customize cases of wine. The fulfillment, dispatch, mail order, and e-commerce functions are now automated and integrate with Pepper Tree's customer relationship management (CRM), web site content management, and sales/marketing performance reporting.
Benefits
Within the first month of implementation, membership to the wine club increased by 10 percent. Order processing has been reduced from 10 to 15 minutes per customer to 1 to 2 minutes. The increased automation has also led to a reduction in errors.
The integrated CRM also enabled Pepper Tree Wines to create a targeted mailing list of shoppers who visited the winery but were unsure about becoming wine club members.
John Martini, President of Pepper Tree Wines commented, The derived benefits we are getting are many: an improved service level with our club members, an enhanced relationship with less frequent customers, quality of the customer relationship improved, errors decreased, improved staff morale, and increased revenue and profitability.