AMBITION
Craft a digital future for wineries
In recent years, the wine industry, like many other industries, has faced significant shifts in customer behavior, driven by the rise of direct-to-consumer (DTC) models and delivery-oriented business strategies. As a result, Jackson Family Wines was at a crossroads. The traditional core of their audience was aging, and they needed to pivot to attract and satisfy a newer, more digitally sophisticated customer. They sought to not only reinvent their wine club but also to reimagine the wine-buying experience—online.
Jackson Family Wines worked with us to create a new customer experience, blending their rich winemaking heritage with modern, direct-to-consumer trends. With a comprehensive digital transformation, we aimed to streamline their purchase and delivery process, enhance the overall customer experience, and ultimately transform the digital landscape of Jackson Family Wines’ more than 40 wine brands.
ACTION
Digitize the wine country dream
Using our proprietary loyalty accelerator methodology, we implemented a suite of Salesforce products, including Salesforce Commerce Cloud and Salesforce Order Management. We designed a flexible e-commerce platform that allows each domestic winery in the Jackson Family Wines portfolio to maintain a distinct identity, all while ensuring a consistent discovery, purchase, and service experience. This platform serves a diverse range of wineries, from high-end luxury to more popular offerings, each aligned with unique customer profiles and buying habits.
This transformation was designed to expand Jackson Family Wines’ appeal to include younger millennials and Gen Z, offering the engaging digital experience and seamless purchasing experience these digital natives expect. Our goal was to replicate the immersive, sensory experience of visiting a tasting room, making the online journey as engaging and memorable as the live experience. We helped Jackson Family Wines relaunch the website of their flagship brand, Kendall-Jackson, demonstrating how luxe, high-end and approachable, popular brands can all harmonize on a single, integrated platform, allowing for sophisticated upsell opportunities.
ACHIEVEMENT
A perfect pop of growth and engagement
Since its relaunch at the end of June 2024, the Kendall-Jackson website has experienced a rise in user engagement, with average pageviews per user increasing by 5% and engagement time growing by 3% . Additionally, first-time orders from non-club members have surged by 87% compared to the same timeframe last year.
WillaKenzie Estate, a brand of Jackson Family Wines in Oregon, has seen its engagement time increase by 269%, suggesting a more engaging visitor experience. Additionally, sessions per user have grown by 3%, indicating that customers are returning and spending longer on the site.
Another brand under the Jackson Family Wines Oregon portfolio, Penner-Ash Wine Cellars, has seen a notable increase in net sales per case (up 21% compared to the same period last year) and average sales per transaction (up 25% versus the same period last year). These achievements showcase how a well-executed digital transformation can drive significant growth and engagement in the wine industry.
increase in average pageviews per user on Kendall-Jackson site
increase in engagement time on Kendall-Jackson site
increase in first-time orders for non-club members on Kendall-Jackson site
uptick in engagement time on WillaKenzie site
increase in online wine club sign-ups
increase in Penner-Ash wine club average sales per transaction
We helped Jackson Family Wines create a rare new blend of discovery, engagement, and loyalty across online and in-person channels.
How Jackson Family Wines brought wine country online
Discover three key strategies to win loyalty in the wine industry
Explore our direct-to-consumer transformation capabilities
Shape your business with Salesforce’s digital commerce tools
