Grand Cru

Grand Cru is a premium wine storage brand competing in a considered purchase category where customer education, product positioning, and trust are central to conversion.

While the brand had strong product demand and growing traffic, its customer engagement structure lacked cohesion. Interactions were fragmented. Segmentation was underutilised. Journey stages were not mapped to revenue performance.

The challenge was not awareness. It was customer journey design.

Grand Cru needed a structured CRM and customer journey system that could guide prospects from first interaction through to purchase — and beyond — with clarity and measurable commercial impact.

Where the gap existed:

• CRM operating without clearly defined journey stages

• Limited behavioural segmentation aligned to product interest

• Customer onboarding lacking structured journey mapping

• Data not fully used for value-based communication

• Revenue not clearly attributed to customer journey stages

“I have used Flowstate for more than five years and have been delighted by the results, service and strategic direction. I have already recommended Flowstate to other associates and would recommend them again.”

Matthew Gerard, Founder, Grand Cru

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How we worked together:

Flowstate partnered with Grand Cru to redesign and build a connected CRM and customer journey system aligned to the full decision journey.

We conducted a full audit mapping acquisition pathways, product consideration journeys, first purchase triggers, post-purchase engagement, and database segmentation. This surfaced significant opportunity in how customer data could inform experience design and conversion sequencing.

We mapped the complete customer journey across awareness and education, product comparison and specification guidance, purchase decisions, post-purchase reinforcement, and long-term brand engagement.

The CRM was rebuilt around behavioural signals, product category interest, and value potential — not generic list groupings. Klaviyo served as the core platform, but the transformation was architectural rather than tactical.

The system included:

• Structured automation across key journey stages

• CRM database cleansing and governance

• Dynamic content aligned to customer intent

• Reporting framework linking journey stages to revenue

• Ongoing optimisation cycles

Outcome:

• 1,644% return on investment within the first two months

• Significant uplift in conversion across structured journey stages

• Improved segmentation precision and customer targeting

• Stronger revenue contribution from owned CRM channels

• Greater clarity in journey performance reporting

Grand Cru now operates with clearly defined customer stages mapped to commercial outcomes, a governed CRM system aligned to the customer journey, structured segmentation based on behaviour and intent, and a scalable system capable of supporting future product expansion.

The shift was from tactical messaging to journey architecture. The result is a connected customer experience that reflects product quality, reinforces brand positioning, and supports predictable growth.