Just Wines refines marketing strategy with AI

Heather McIlvaine

26th Jun 2018

Just Wines Australia has expanded its partnership with marketing platform Emarsys to tap into the power of artificial intelligence (AI).

The move will see Just Wines leverage data-driven insights and customer segmentation to increase revenues through more targeted personalised interactions.

“As we continue to grow and evolve, we are focused on promoting repeat purchases as well as increasing the average spend of each customer through our email marketing activity,” Nitesh Bhatia, founder and CEO of Just Wines, said.

Founded in 2012 with an aim to make every local wine available to customers across Australia, Just Wines now offers 6,000 wines from over 1,000 winemakers and sells 150,000 bottles of wine per month to its 70,000 customers.

While email marketing has been an important growth driver for Just Wines, Bhatia acknowledged that providing “meaningful and timely” communications to customers is a challenge.

Since starting to use Emarsys’ AI tools, Bhatia said the business has been able to reduce the overall amount of communications and personalise the emails it sends.

Just Wines also aims to secure 30 to 35 per cent of its revenues via automated lifecycle interactions in the next year, as well as to increase overall customer lifetime value.

“As we continue to grow and evolve, we are focused on promoting repeat purchases as well as increasing the average spend of each customer through our email marketing activity,” Bhatia said.