Online wine merchant The Wine Collective (TWC) has implemented Boomi Technologies to achieve a 360-degree view of its customers to help personalise their online shopping experience. 

To get this 360-degree view of customers, TWC is leveraging data from multiple channels to enhance personalisation. 

According to the company, Boomi’s platform provides accurate and up-to-date ordering, stock and supply chain data in one interface.

Founded in 2017 from the merging of The Wine Society and the Online Liquor Group, The Wine Collective (TWC) has 400,000 customers. 

Before the merger, each company moved from disparate on-premises applications to cloud-based NetSuite for order and inventory management, creating an agile foundation for the business. However, outdated integrations between those systems caused operational obstacles.

TWC implemented the unified Boomi platform to replace this complex environment, allowing it to easily link NetSuite with ecommerce and shipping systems, including Shopify.

According to the retailer, with Boomi TWC is running a faster, digital-first business and better meeting high customer expectations with accelerated order fulfilment and delivery times, dramatically fewer out-of-stock situations, near real-time order status for customers, reduced manual data work in warehousing and shipping and automated uploads of inventory and product data from NetSuite to Shopify.

Iris Tan, Integrations Architect at TWC said although the company’s transition to the cloud gave them a range of new, best-of-breed tools to work with, the integrations responsible for making them communicate weren’t suitable for their digital business. 

She explained this caused several headaches, “We had an instance where inventory from two big-brand sites wasn’t updating in real-time, resulting in ‘out-of-stock’ situations and annoyed shoppers. Meanwhile, developing new integrations so we can roll out new services could take months, diverting our team from high-value projects to grow the business.

“Boomi has helped us connect our operations so we have visibility and control over our data so we can operate more efficiently, and establish a 360-degree view of our customers and their favourite products.”

Tan said one of the reasons TWC chose Boomi is because the platform had several inbuilt connectors, particularly for NetSuite. 

“It also had the potential for our solutions to scale outside the standard connectors which meant that we won’t be hitting the ceiling anytime soon,” she explained. 

When designing a new automation process within Boomi, the process design flow guides you to think about your current business practices and challenges if the status quo can be improved, Tan explained. 

“As a result, we have streamlined several processes and enhanced our processes for scalability,” she said. 

Prior to Boomi, TWC also struggled with manual data work in warehousing and shipping. Moving order data between NetSuite and Australia Post, a third-party shipper, meant manual data imports and exports for the IT team. Meanwhile, customers didn’t receive real-time order statuses.

Connecting NetSuite with Shopify and the Australia Post application has automated order management, warehousing, and shipping processes that were time-consuming and error-prone. 

TWC also has a few other projects up their sleeve, they will connect with smaller Australian wineries for drop-shipping directly to their consumers and adding new shipping partners to offer more delivery choices. 

Nicholas Lambrou, Managing Director ANZ at Boomi said, “By establishing better visibility and control of its data, TWC can drive greater value to its business by removing operational roadblocks, fast-tracking its transition to become a personal wine connoisseur for each customer.”

With seven major integrations live and more to follow, the company has accelerated development five-fold, significantly improving the rate at which new services can be launched, according to TWC. 

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