Case Study: Virgin Wines achieves personalised repeat-purchase experience and revenue uplift with Webtrends Optimize

Virgin Wines - Customer Case Study

Virgin Wines, a long‑time client of Webtrends Optimize, wanted to make their mature e‑commerce site more personalised for returning customers by letting them quickly re‑order previously purchased pre‑mixed or bespoke wine cases. The initiative faced many constraints — customers had to be logged in, original items needed to be in stock, orders using money‑off vouchers were excluded, bespoke cases had to be rebuilt on‑screen with individual wine images and tasting notes, and the experience had to work on desktop and mobile — a level of complexity Webtrends Optimize classified as a new “Level five.”

Webtrends Optimize built an integrated solution that linked Virgin Wines’ purchase and stock databases, implemented an A/B test to avoid conflicts, and delivered the build over a ten‑week programme in close collaboration with Virgin Wines’ developers and QA. The experiment met all technical challenges, produced an initial positive lift—particularly for bespoke case re‑orders—and strengthened the partnership between Virgin Wines and Webtrends Optimize.

Virgin Wines

Stuart Brown

Head of E-Commerce