Penfolds take the world by storm, one glass at a time

About Penfolds

Penfolds is one of Australia’s finest winemakers. The heritage-listed brand has been operating for over 175 years, bringing together generations of visionaries and innovators to craft one of the country’s most well-known and respected wines.

Today, Penfolds ships worldwide, catering to the needs of wine connoisseurs around the globe. In 2018, Penfolds partnered with Tryzens Global to launch their first direct-to-consumer (D2C) offering, along with over 20 other wineries from Treasury Wine Estates (TWE).

Services

NBusiness analysis
NCustom UX & UI design
NWebsite development & implementation
NConversion rate optimization
NTechnical SEO
NOn-site delivery, support, & training

Commerce Platform

Results

117%increase in conversion rate

70%of sales driven by online

17%increase in returning customers

Salesforce Commerce Cloud

The Brief

Customers regard the Penfolds brand as a premium and luxury winemaker. The brand had bold ambitions to offer their customers an online experience that paralleled a visit to their cellar door, including memberships, subscriptions, exclusive products, and bespoke services, no matter where customers were located.

With this in mind, their goal was to ensure that their online presence evoked an authentic experience, including everything from the look and feel to site usability.

The Solution

Through an extensive customer-led design discovery, we gained invaluable insights into Penfolds’ customers across different regions and their shopping preferences. These insights drove a complete overhaul of the online experience, including not only the look and feel of the site but also the underlying technology used to power it.

Partnering with the Penfolds team, we rebuilt their website on Salesforce Commerce Cloud, incorporating integrations for membership, bookings, subscriptions, and personalization. We also integrated Salesforce Marketing Cloud, Salesforce Sales Cloud, Tealium, and Omneo to improve the overall user experience.

Key Integrations

“We have seen amazing benefits to launching a direct to consumer offering, which has enabled us to learn more about our customers and also increase our share of wallet as we start to learn what their palettes may enjoy. By working with Tryzens, we have been able to make our ambitions a reality.”

Amanda Green

Global Digital Director, Penfolds

“Our partnership with Tryzens has allowed us to grow on a global scale and continue to innovate to meet the expectations of our discerning customers. Their knowledge of the digital commerce space across the world as well as their approach to customer experience, design and technology has meant that we can innovate with purpose and we’re looking forward to what the future of this partnership holds.”

Amanda Green

Global Digital Director, Penfolds

Site Features

Expanding across the globe

Through collaboration with multiple international stakeholders, and the rebuild of their site, Penfolds has expanded its offerings and evolved the customer experience.

Penfolds now has customized sites for Australia, United States, and over 20 other regions, which display dynamic content, languages, pricing, and messaging based on customer location.

This not only caters to the specific needs of their customers, but gives their customers a premium, intimate, personalized experience.

Connecting experiences

In addition to the build of their localized sites, Penfolds has elevated their brand even further through their localized online experience offerings.

Customers can now go online to book cellar door experiences, visits to its restaurants, events, and even re-corking clinics, which all showcase their luxury wine portfolio range.

This bridges the gap between offline and online experiences, feeding into their omnichannel strategy.

The Kalamina Club

Penfolds now welcomes its customers to become friends of Penfolds through their exclusive online membership, The Kalamina Club.

Member benefits include early access to exclusive wines, interesting updates from the winemaking team, special pricing, invitations to exclusive events, birthday rewards, and complimentary standard shipping on all online orders.