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    Wine E-commerce

    From guesswork to controlled growth in wine e-commerce

    Helping wine webshops and brands build data foundations that let them measure, attribute, and activate across discovery, allocation, and repeat purchase.

    Why wine e-commerce is different

    High customer acquisition costs eating into margins

    Stock & logistics pressure on thin margins

    Fragmented journeys from physical shop to landing page to repeat

    No single view of the customer

    Marketing platforms that don't understand wine value

    Optimization based on volume, not lifetime value

    And where things typically break down...

    "A customer browses your Sauvignon Blanc pages, signs up for the newsletter, and buys a case two weeks later."

    "A returning customer clicks your email, revisits the webshop, and restocks a few bottles."

    "You send a newsletter promoting a mixed case ahead of the weekend. It performs 'well' by email standards."

    1.

    Measurement Clarity

    You can't explain outcomes because you never measured intent.

    WHAT YOU SEE

    One purchase

    WHAT YOU DON'T SEE

    • •Which pages created intent
    • •Whether email mattered
    • •How long the decision actually took

    RESULT

    Decisions are based on what sold — not why it sold.

    2.

    Data Foundations

    Even if you wanted to analyze behavior — the data isn't connected.

    IN REALITY

    • •One record in the webshop
    • •Another in the email tool
    • •Anonymous sessions in analytics

    THE QUESTION

    "How many returning customers did we have last month?"

    THE ANSWER

    "It depends which tool you look at."

    3.

    Attribution & Activation

    And because nothing is connected, nothing improves.

    BUT YOU CAN'T TELL

    • •Which buyers were high-value vs one-time
    • •Whether it triggered repeat behavior
    • •If those customers would have bought anyway

    RESULT

    The next campaign looks exactly the same.

    My Approach

    1 / 6

    Step 1

    Measurement Plan

    Define what matters before collecting anything.

    We define measurement around user intent, not tools or events.


    The See–Think–Do–Care framework ensures every KPI serves a decision.

    See

    Awareness

    "I'm exploring a problem space or solution category."

    Customer journey

    Step 2

    Data Collection

    Centralize your data sources.

    Webshop, content, ads, email, repeat orders — everything flows into one warehouse.


    We unify:

    • E-commerce transactions
    • Email & CRM data
    • Marketing spend across channels
    • Content engagement
    360°

    Step 3

    Identity Stitching

    Understand customers, not sessions.

    Wine buyers don't convert in one visit. We link user identities across touchpoints to see the full journey.


    This enables:

    • Cross-device recognition
    • Content-to-purchase attribution
    • Repeat buyer identification

    Step 4

    Data Activation

    Feed value signals back into marketing.

    Stop optimizing for clicks. Start optimizing for customer value.


    We send first-party signals back to ad platforms:

    • High-value customer audiences
    • Predicted repeat buyers
    • Better ROAS through smarter bidding

    Step 5

    Governance

    Keep margins protected.

    Every transformation is documented, version-controlled, and reproducible.


    We establish:

    • Transparent cost attribution
    • Margin-aware reporting
    • No black boxes

    Step 6

    Visualization

    Make decisions, not just reports.

    The final layer: a performance dashboard built for daily decision-making—not just monthly reporting.

    Performance Dashboard

    Who you're working with

    Laurens Hendrikx

    Data, marketing, and wine — brought together.

    I help commerce teams make better decisions in complex, margin-sensitive environments — where scale, and long-term customer value actually matter.

    Experience across:

    • —Large-scale food retail — high SKU volume, thin margins, operational complexity
    • —Wholesale & B2B commerce — long buying cycles, account-based behavior
    • —High-volume e-commerce environments — attribution, retention, and performance at scale

    Alongside this, I'm a WSET Level 3 candidate, bringing a deep understanding of how wine is discovered, evaluated, and bought — both emotionally and economically.

    Ready for controlled growth?

    Let's grab a 15 minute digital coffee and discuss how data can protect your margins.

    View Case Studies