Briefs

VirginWines has survived the dotcom fallout because it uses the
Internet in line with its specific business objectives. Each customer
to join the site has his or her own personal wine wizard that knows
exactly the kind of wine they like, how much they are willing to
spend, why they like it and also wines they are likely to enjoy based
on that information. The more times the site is used, the more precise
the wizard becomes. This personalisation is borne directly from the
Blue Martini implementation.

This personalisation data is then used to analyse which wines are
particularly popular and hence to promote other, less popular but
similar wines - thus expanding the customers� horizons and
tastes. Stock is ordered according to this analysis.

The BMS software also analyses customer feedback - pinpointing what
was successful/unsuccessful. Business processes are then adjusted
accordingly. If a recommended wine is bought that is disliked by the
customer then their account is refunded and their profile is updated
enhanced for future suggestions.

Blue Martini software is also used to analyse the VirginWines.com UK
wine market through its customer base. Sales and customer feedback
identify areas where certain wines would be in demand, if they were
available (dry palette / full bodied and heavily fruity etc). These
results are then taken to appropriate vineyards where new wine is
produced according to these criteria. These bottles are then branded
as VirginWines exclusives and sold to that portion of the customer
base that will like that style.

The calibre of customer intelligence gleaned from the Blue Martini
implementation has enabled the software to reach ROI levels of over
200%.

for more information, see
http://www.retailtechnology.co.uk/_private/fullstorydemo.asp?RefNo=785
or www.bluemartini.com