Migrating Italy's largest online wine retailer to a modern CRM stack
Tannico needed to move from Magento and Sailthru to Shopify Plus and Klaviyo. With 10,000 SKUs, years of messy customer data, and EU pricing regulations to deal with, the migration was the easy part.
The Challenge
Tannico is Italy's biggest online wine retailer. They were running on Magento and Sailthru, and both had hit their limits. The CRM data was a mess: years of platform changes had created duplicate profiles with conflicting IDs. The same customer might exist three times. On top of that, they had around 10,000 SKUs, EU pricing regulations that most email platforms don't handle natively, and a buying cycle that doesn't look like typical e-commerce. One customer buys a case for a dinner party and disappears for three months. Another buys every week when new arrivals drop. The old stack couldn't segment for any of this.
Our Approach
We migrated them to Shopify Plus and Klaviyo. Before we could send a single email, we had to deduplicate the entire subscriber database and reconcile conflicting profile IDs into one clean record per customer. That alone took longer than the actual platform migration. Once the data was clean, we built the automation layer: welcome series, abandoned cart, post-purchase, and win-back flows, all with conditional logic based on purchase history, wine preferences, and price sensitivity. Premium buyers get a different experience than someone browsing entry-level bottles. For EU compliance, we built custom product blocks that pull the standard price, compare-at price, and Omnibus-compliant lowest price dynamically from the feed. The marketing team doesn't have to think about it. We also split the product feed into multiple smaller feeds to stop sync timeouts that were breaking email product blocks and risking suspensions on Meta and Google. We connected Klaviyo to their mobile app for push notifications, built a custom preference center with two-way sync between Klaviyo and Shopify metafields, and moved reporting to Polar Analytics so the team stopped spending hours every week pulling numbers from different platforms manually.
The Results
CRM's share of total revenue grew by over 40%. The segmentation and targeting that made that possible simply weren't available on Sailthru. Reporting went from a weekly manual chore to a live dashboard. Tannico now has a CRM infrastructure that can actually support personalization at the level their catalog demands.