The Wine Collective Pairs Boomi to Enable Product Personalization

April 7, 2020
The Wine Collective Pairs Boomi to Enable Product Personalization

Wine merchant gains data visibility to enable new innovations, accelerate digital services delivery, and integrate with third parties including Australia Post

Sydney, Australia – April 7, 2020 – Boomi, a Dell Technologies business, today announced that The Wine Collective (TWC) is using the Boomi Platform to establish a 360-degree view of its customers, allowing it to provide personalized recommendations to every shopper.

TWC is an online wine and liquor merchant to 400,000 customers, created in late 2017 following the merger of The Wine Society with the Online Liquor Group. Before merging, 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 However, outdated integrations between those systems caused operational obstacles.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, a business-critical application.

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

“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 favorite products.”

Using Boomi to integrate its core business applications, TWC can now tackle new innovations. It is leveraging the platform to create a 360-degree view of customers from data across multiple channels to enhance personalization. This is made possible because Boomi provides accurate and up-to-date ordering, stock and supply chain data in one interface.

"With Boomi providing visibility across the business, we have been able to get to know our customers better than ever before, so we can strive to deliver the perfect glass with every meal," said Tan.

In other Boomi projects, the company will connect with wineries – including Australia’s many smaller prized companies – for drop-shipping directly to consumers, and add new shipping partners to offer customers more delivery choices.

TWC selected Boomi for its versatility, development speed and ease of use, and the out-of-the-box connectors to NetSuite and Shopify. 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.

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. With Boomi, TWC is running a faster, digital-first business and better meeting high customer expectations with:

  • Accelerated order fulfillment and delivery times
  • Dramatically fewer out-of-stock situations
  • Near real-time order status for customers
  • Reduced manual data work in warehousing and shipping
  • Automated uploads of inventory and product data from NetSuite to Shopify

Nicholas Lambrou, Managing Director Australia and New Zealand at Boomi, said, “Australians are well-known for their love of wine, with today’s ‘foodie’ culture only amplifying the appetite for a great drop to accompany dinner. 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.”

About Boomi

Boomi, a Dell Technologies business, quickly and easily unites everything in your digital ecosystem so you can achieve better business outcomes, faster. Boomi’s intelligent, flexible, scalable platform accelerates your business results by linking your data, systems, applications, processes, and people. Harnessing the power of the cloud to unify everything inside and outside of a business, Boomi gives more than 10,000 organizations globally, the ability to future proof their application strategy. For more information, visit

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Nermin Bajric
Watterson for Boomi
+61 2 9929 7533

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About the Author

Emma McCulloch is senior manager, global PR for Boomi.