HALL Wines to Host Winery Leaders for a Private Dinner on Its Shopify Overhaul
On Oct. 29, HALL Wines hosts winery leaders for a private dinner on its seven-month move to Shopify across four brands and six tasting rooms.
ST. HELENA: HALL Wines is opening its playbook on one of Napa Valley’s most ambitious winery technology overhauls. On Thursday, Oct. 29, the St. Helena winery will host a private winery leadership dinner with CQL, Shopify, Awtomic and Klaviyo, where Vice President of Marketing and Direct Sales Emily Harrison will walk guests through HALL’s move to a unified commerce platform.
The dinner runs 4 to 8 p.m. at 401 St Helena Hwy South in St. Helena, according to the event page, with a private property tour, a presentation, and a reception and dinner in the Founder’s Cellar. Seating is limited to a small group of winery leaders.
One platform for four brands
HALL Family Wines, the company behind the HALL, WALT, BACA and Michel Foch labels, unified its ecommerce, point of sale and wine club operations on Shopify, creating a single commerce platform across four wine brands, six California tasting rooms and its tiered membership program, Wine Industry Advisor reported Oct. 1.
This project impacted every part of our business, from the tasting room to the wine club to the way our teams work behind the scenes.
Before the move, HALL ran ecommerce on Magento, operated its tasting rooms on a separate point-of-sale system and managed its wine club through heavily customized software layered on top of Magento, a setup the company says made it difficult to unify customer data and evolve the member experience.
The result is a single Shopify Plus store powering all four brand domains, with one shared cart, checkout and customer account across the labels. Six tasting rooms moved onto Shopify POS, and five years of historical order data came along to the new platform.
Seven months, zero re-entered cards
The migration, first detailed in August, took seven months. HALL migrated existing members and years of customer history to Shopify and Awtomic, preserving 100 percent of customer payment tokens so members kept their memberships and shipments without re-entering payment information.
We wanted to preserve the experience our members know and expect while building a foundation that gives us more flexibility to innovate in the years ahead. Our members have always been at the center of every decision we make, and this investment ensures we can continue raising that standard for years to come. We’re excited to be part of what Awtomic is building as they continue creating the best wine club software for Shopify.Emily Harrison, Vice President of Marketing and Direct Sales at HALL Wines
The launch also brought a redesigned wine club experience, new member self-service tools, integrated compliance and fulfillment automation and advanced loyalty capabilities.
Speakers at the Oct. 29 dinner include Harrison, CQL Vice President of Sales Tom Font and Awtomic Founder and CEO Emily Yuhas. Sponsors are CQL, a Shopify Platinum Partner, Shopify, Awtomic and Klaviyo, with HALL Wines as special guest. Out-of-town guests are offered a complimentary overnight stay at Harvest Inn in St. Helena.
This project impacted every part of our business, from the tasting room to the wine club to the way our teams work behind the scenes. CQL’s team understood both the technical lift and what makes hospitality-driven brands like ours tick, and that combination is what made this project a success.Emily Harrison, Vice President of Marketing and Direct Sales at HALL Wines
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