Emarsys AI-enabled platform drives improved customer experience through increased personalisation for leading Australian online wine retailer

Sydney, Australia, 26 June 2018 – Emarsys, the largest independent marketing platform company in the world, announces its partnership with Just Wines Australia (Just Wines), one of Australia’s largest online wine retailers. The deal sees Just Wines leverage data-driven insights and customer segmentation to increase revenues through more targeted personalised interactions as the retailer progresses toward a more extensive omnichannel approach.

Since the implementation of Emarsys’ AI-enabled marketing platform, that included Smart Insight and Omnichannel Automation last year, Just Wines has seen an increase in its email-driven revenue upwards of 17% stimulated by sending out fewer and more personalised email communications, as well as a significantly lowered unsubscribe rate, which has reduced by 43% since the technology’s introduction.

Founded in 2012 with the vision to support Australian wineries and revolutionise the online wine industry, Just Wines aims to make every local wine available to customers across Australia. “On our mission to build the biggest online catalogue of hard-to-find Australian and New Zealand wines, we have developed an exceedingly loyal and fast-growing customer base,” said Nitesh Bhatia, Founder and CEO of Just Wines. “However, maintaining brand awareness and driving sales through meaningful and timely communications is always a challenge for marketing.”

Just Wines originally migrated to Emarsys’ personalisation platform in December 2016, to more effectively automate and control customer personalised messaging, but has more recently begun using AI-enabled Smart Insight, Automation and Segmentation capabilities. The implementation has enabled Just Wines to reduce the amount of overall communications it sends customers, which was a key objective of the deployment. This, paired with more effective segmentation of buyers (based on their behaviours and preferences), has meant that email communications are no longer generic but are personalised for the recipient.

“As we looked to partner with Emarsys, we were driven to find a solution that would provide an easy-to-use, automated email marketing platform that could grow with us as we sought to target customers more effectively and progress toward an omnichannel marketing approach,” said Bhatia. “Email marketing is the biggest component of our revenues, so having an automated email marketing platform that provides us with the ability to target the right customers at the optimal time, with compelling content through the most effective channel, is vital to our success.”

Just Wines aims to secure 30% – 35% 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,” said Bhatia. “Emarsys has served us incredibly well, providing us with ample support and many more capabilities that will allow us to scale and deepen our marketing activities as we grow.”

Emarsys’ Australian Market Lead, Heath Barlow, said that automation and personalisation are central to effective modern marketing activity. “Our work with Just Wines demonstrates the value that personalised and automated communications can bring to retailers at any stage of development, by ensuring that customers receive highly relevant and interesting material at times that are best suited to them to truly optimise email communications for better reach using our platform,” Barlow said.

Emarsys manages over 350 million daily interactions while analysing 3.9 billion consumer records and 2.5 million purchase events, integrating customer intelligence, personalisation, predictive recommendations and omni-channel marketing at scale, across all devices and social channels into a single cloud-based marketing platform.


About Just Wines

Just Wines was founded in 2012 with a vision to revolutionise the online wine industry. Since then Just Wines has become the second largest online wine retailer in Australia based on product range – offering 6,000 wines from over 1,000 winemakers from Australia and New Zealand. In the four years since launching, Just Wines’ customer base has grown to 70,000, selling 150,000 bottles per month. Just Wines has been named one of Power Retail’s 2018 Top 150 Retailers. To learn more about Just Wines visit:

Media Contacts

Maggie Gaston
Senior Account Manager
LEWIS Communications
+61 2 8599 1000

Sarah Lloyd
Interim Global PR Manager
+44 7387 257263

Natalie Green
Just Wines
+61 418 115 633