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 CRM and lifecycle structure lacked cohesion. Customer interactions were fragmented. Segmentation was underutilised. Journey stages were not clearly mapped to revenue performance.

The challenge was not awareness. It was lifecycle architecture.

Grand Cru required 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 disconnect existed

• CRM operating without clearly defined lifecycle stages
• Limited behavioural segmentation aligned to product interest
• Customer onboarding lacking structured journey mapping
• Data not fully leveraged for value based communication
• Revenue attribution not clearly tied to lifecycle 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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Installing the Enterprise Experience System

Flowstate partnered with Grand Cru to redesign and install a connected CRM and lifecycle infrastructure aligned to the customer decision journey.

The objective was not campaign activity. It was system control.

Diagnose the Disconnect

We conducted a full CRM and lifecycle audit, mapping:

• Acquisition pathways
• Product consideration journeys
• First purchase triggers
• Post purchase engagement
• Database segmentation logic

This surfaced significant opportunity in how customer data could inform experience design and conversion sequencing.

Design the Connection

We mapped the complete customer journey across:

• Awareness and education
• Product comparison and specification guidance
• Purchase decision
• Post purchase reinforcement
• Long term brand engagement

CRM architecture was redesigned to reflect these lifecycle stages.

Segmentation was rebuilt around behavioural signals, product category interest, and value potential rather than generic list groupings.

Install and Operationalise

The system included:

• Structured lifecycle automation across key journey stages
• CRM database cleansing and governance controls
• Dynamic content aligned to customer intent
• Integrated reporting framework linking lifecycle stages to revenue contribution
• Ongoing optimisation cycles to improve performance over time

Klaviyo was leveraged as the core CRM infrastructure, but the transformation was architectural rather than tactical.

Outcome

Within the first two months of installing the connected lifecycle infrastructure:

• 1,644% return on lifecycle optimisation activity
• Significant uplift in conversion across structured journey stages
• Improved segmentation precision and customer targeting
• Stronger revenue contribution from owned CRM channels
• Greater clarity in lifecycle performance reporting

Revenue performance became attributable to journey design rather than isolated promotions.

What This Enabled

Grand Cru now operates with:

• Clearly defined lifecycle stages mapped to commercial outcomes
• A governed CRM architecture aligned to the customer journey
• Structured segmentation based on behaviour and intent
• Measurable revenue contribution from lifecycle orchestration
• A scalable system capable of supporting future product expansion

The shift was from tactical messaging to lifecycle infrastructure.

The result is a connected customer experience that reflects product quality, reinforces brand positioning, and supports predictable growth.