Case study · BevMo!

Turning a 3M-customer database into a growth engine

Role · Sr. Director, CRM & E-commerce MarketingSector · Retail · B2C · Wine, Beer & Spirits

80% Lift

Headline outcome

in CLV segmentation & analytics quality. 15% email engagement turnaround · 50–100% incremental campaign traffic at 30% lower cost · online sales beat goal by 8.4% (+16.4% YoY)

The Challenge

Where we started

—Premier wine and beverage retailer with a 3M-customer Club Bev database and significant CRM potential.
—Email engagement was in multi-quarter decline with fragmented systems and inconsistent segmentation.
—BevMo.com was underperforming relative to goal with weak conversion and personalization.
—In-store data capture was inconsistent across stores, undermining downstream CRM performance.

The Approach

What we built

—Led CRM platform selection and gap analysis to consolidate fragmented systems onto a modern stack.
—Rebuilt customer segmentation and lifecycle campaign architecture with Welcome, Win-Back, Rewards, VIP
—Re-engineered BevMo.com merchandising, personalization, and conversion paths.
—Standardized the in-store Club Bev data-capture motion across the chain to feed CRM.

The Outcome