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The Lane Vineyard - From Outdated Systems to Scalable DTC Growth
The Lane Vineyard first partnered with CRU to overhaul their outdated digital infrastructure. Their previous website and subscription setup were inflexible, difficult to manage, and dependent on developers who couldn’t keep up with their evolving needs. The winery needed a site they could control themselves and a subscription platform that was flexible, scalable, and didn’t rely on external technical help to make changes.
CRU delivered a modern, easy-to-manage website and built a new subscription system tailored to The Lane’s needs—setting the stage for deeper engagement and sustainable DTC growth.
With the digital foundation in place, The Lane then engaged Launchy.io to take the next step: implement a full CRM and marketing automation strategy to drive revenue, streamline operations, and build stronger customer relationships.The Challenge
While The Lane had a strong wine club and loyal customer base, their DTC operations were still largely manual and disconnected. The existing marketing processes didn’t support personalisation, and the team lacked visibility into customer activity and behaviour—both online and offline.
Key challenges included:
- Legacy systems that were hard to manage or scale
- Manual processes across marketing and operations
- No CRM or integrated customer database
- Disconnected systems with no 360° customer view
- No behavioural targeting or automated marketing
- Limited visibility into engagement and purchase patterns
- Frequent human error due to offline processes
- Inability to convert cellar door visitors into long-term customers
The Solution
CRM + Lifecycle Automation Built for Wineries
Launchy.io implemented a CRM and marketing automation platform designed around the Winery DTC Lifecycle Marketing Model—an approach that focuses on increasing customer lifetime value through strategic, personalised experiences.With a modern site and subscription system already in place (thanks to CRU.io), Launchy.io built a seamless digital journey to convert leads into buyers and buyers into loyal subscribers.
Strategic Entry Points
CRU’s website in conjunction with Launchy.io and KonnectIt made it easier to identify and capture leads at every touchpoint—from cellar door visits to social media, referrals, and website traffic. Launchy.io designed automation flows to guide each lead based on how they entered the funnel.
The New Customer JourneyStep 1 – Online New subscribers to the newsletter were welcomed into the Friends of The Lane free loyalty program, which included 10% off their first purchase—moving them from lead to buyer immediately.
Step 1 – Offline Visitors at the cellar door or restaurant were automatically enrolled into the same loyalty program. Even if they didn’t purchase on-site, follow-up communications gave them a second chance to buy—complete with loyalty dollars to use on future orders.
Step 2 – Repeat Purchase Each transaction earned loyalty dollars, encouraging repeat buying within a 12-week window (online or offline).
Step 3 – Join the Wine Club Customers were then offered a curated, ongoing Wine Club membership, with continued loyalty rewards and personalised offers.
Between each stage, automated emails and SMS nurtured customers forward—on their terms.The Results
The collaboration between CRU and Launchy.io produced powerful results for The Lane Vineyard:
220%
Increase in Wine Club Members
73%
Increase in Revenue
- Industry-First Loyalty Rewards Dollar Program
- Connected across POS, online store, and CRM
- Dollars valid for 12 weeks—driving repeat purchases
- Fully automated and tracked
- Created a new revenue stream through loyalty redemption
- Email Engagement Jumped from 45% to 64%
- Significant Time Saved on Admin & Marketing
- With automation covering newsletters, birthday gifts, customer follow-ups, and more
- Real-Time Customer Insights at Every Touchpoint
- POS data instantly available in CRM
- Team members can personalise guest experiences based on history, behaviour, and loyalty status
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