{"id":3645,"date":"2025-09-03T10:31:15","date_gmt":"2025-09-03T09:31:15","guid":{"rendered":"https:\/\/www.horrea.fr\/?p=3645"},"modified":"2025-09-22T13:40:25","modified_gmt":"2025-09-22T12:40:25","slug":"combine-tech-and-customer-exprience","status":"publish","type":"post","link":"https:\/\/www.horrea.fr\/en\/resources\/combine-tech-and-customer-exprience\/","title":{"rendered":"How to combine culture, tech and customer experience according to G\u00e9rard Bertand?"},"content":{"rendered":"\n<div id=\"paragraph-block_97c1995a26a781399d0ee1709f591346\" class=\"paragraph\">\n    <div class=\"gutenberg--block no-margin paragraph\" > \n        <div class=\"paragraph--content\">\n            \n                            <div class=\"paragraph--title\">\n                    <H2 class=\"p--xxlarge p--xxlarge--semibold\">\n                        G\u00e9rard Bertrand: a Languedoc giant going global<br \/>\r\n                    <\/H2>\n                <\/div>\n            \n                            <div class=\"paragraph--text\">\n                    <span class=\"p--medium\">\n                        <p><span style=\"font-weight: 400;\">The story of G\u00e9rard Bertrand is one of vision \u2014 both man and brand. Since taking over the family estate in 1995, he has built an empire of 17 vineyards, cultivated biodynamically since 2002 \u2014 long before sustainability became a marketing trend.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With a turnover of \u20ac200 million, the brand has established itself as a key player in Languedoc and a global ambassador of French wine. From the United States to China, via Europe, G\u00e9rard Bertrand has made it his mission to elevate his wines to premium status \u2014 combining terroir, precision, and international reach.<\/span><\/p>\n                    <\/span>\n                <\/div>\n            \n                    <\/div>\n\t<\/div>\n<\/div>\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Enguerrand Bazin de G\u00e9rard Bertrand : Faire rimer terroir, data et conversion\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/oWFfBVVS2Yc?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<div id=\"paragraph-block_c7f990940536f6c405b0179f05876bd0\" class=\"paragraph\">\n    <div class=\"gutenberg--block no-margin paragraph\" > \n        <div class=\"paragraph--content\">\n            \n                            <div class=\"paragraph--title\">\n                    <H2 class=\"p--xxlarge p--xxlarge--semibold\">\n                        From storytelling to sales: digital as a growth driver                    <\/H2>\n                <\/div>\n            \n                            <div class=\"paragraph--text\">\n                    <span class=\"p--medium\">\n                        <p>At G\u00e9rard Bertrand, digital transformation didn\u2019t start with e-commerce, but with community. In 2012, Enguerrand Bazin joined the house to develop its digital presence. Social platforms were still in their early days \u2014 but quickly became a powerful testing ground. In just a few years, the brand\u2019s following grew from a few hundred to several million fans.<\/p>\n<p>This community foundation became the launchpad for an ambitious e-commerce strategy, built around a core idea: extend the brand experience all the way to conversion. Today, G\u00e9rard Bertrand\u2019s digital ecosystem is powered by several complementary levers:<\/p>\n<ul>\n<li>A direct-to-consumer e-commerce site, designed as an immersive brand experience and optimized for conversion.<\/li>\n<li>A carefully managed presence on marketplaces to reach new audiences and expand international visibility.<\/li>\n<li>A cohesive content strategy across social media to build engagement and drive users toward transactional channels.<\/li>\n<\/ul>\n<p>The goal is clear: create a seamless, personalized, omnichannel journey. Storytelling remains key \u2014 but it\u2019s now driven by data and business performance.<\/p>\n                    <\/span>\n                <\/div>\n            \n                    <\/div>\n\t<\/div>\n<\/div>\n\n\n<div id=\"paragraph-block_c3c1590d598e8c638fa75d36d8872207\" class=\"paragraph\">\n    <div class=\"gutenberg--block no-margin paragraph\" > \n        <div class=\"paragraph--content\">\n            \n                            <div class=\"paragraph--title\">\n                    <H2 class=\"p--xxlarge p--xxlarge--semibold\">\n                        From customer data to business action                    <\/H2>\n                <\/div>\n            \n                            <div class=\"paragraph--text\">\n                    <span class=\"p--medium\">\n                        <p>Today\u2019s challenge isn\u2019t just to sell, but to better understand customers \u2014 regardless of the channel they use. As Enguerrand Bazin puts it: \u201cIt\u2019s essential to centralize customer data, whether it comes from a website purchase, a marketplace, or a physical wine shop.\u201d<\/p>\n<p>This foundational work allows the brand to break down silos and avoid fragmented views of customer behavior. The direct website remains the main brand storefront, where the experience is fully controlled. Marketplaces are used selectively \u2014 for more accessible cuvees and targeted exposure. Meanwhile, G\u00e9rard Bertrand\u2019s network of retailers and partner shops also feed into customer insights, especially when field data is linked back into the CRM.<\/p>\n<p>With this omnichannel approach, the brand can personalize campaigns, refine journeys, and deliver relevant recommendations. The objective: don\u2019t be at the mercy of platforms \u2014 turn them into strategic channels, while reinforcing direct ties with wine lovers.<\/p>\n                    <\/span>\n                <\/div>\n            \n                    <\/div>\n\t<\/div>\n<\/div>\n\n\n<div id=\"paragraph-block_1a39344424331592e53b41c72b748123\" class=\"paragraph\">\n    <div class=\"gutenberg--block no-margin paragraph\" > \n        <div class=\"paragraph--content\">\n            \n                            <div class=\"paragraph--title\">\n                    <H2 class=\"p--xxlarge p--xxlarge--semibold\">\n                        Experiment, test, innovate: AI as a commerce partner                    <\/H2>\n                <\/div>\n            \n                            <div class=\"paragraph--text\">\n                    <span class=\"p--medium\">\n                        <p>At G\u00e9rard Bertrand, innovation isn\u2019t limited to biodynamic viticulture \u2014 it also fuels digital practices, especially through a pragmatic approach to artificial intelligence.<\/p>\n<p>Far from flashy headlines, AI is used to drive real action. First, it optimizes how content is distributed across channels. What works on the brand\u2019s site may not perform on a marketplace or social platform. AI helps spot these nuances and tailor messaging accordingly.<\/p>\n<p>Another use: channel prioritization based on performance. By analyzing click rates, conversions, and repurchase behavior, teams can fine-tune their investment decisions and rapidly allocate budgets where they\u2019ll deliver the most value.<\/p>\n<p>Finally, AI plays a role in enhancing digital touchpoints \u2014 from wine recommendations and interface personalization to automating customer interactions. These often invisible optimizations contribute to a cohesive and frictionless experience.<\/p>\n                    <\/span>\n                <\/div>\n            \n                    <\/div>\n\t<\/div>\n<\/div>\n\n\n<div id=\"paragraph-block_9eb88e82af2bd4e53825f0f479f326f9\" class=\"paragraph\">\n    <div class=\"gutenberg--block no-margin paragraph\" > \n        <div class=\"paragraph--content\">\n            \n                            <div class=\"paragraph--title\">\n                    <H2 class=\"p--xxlarge p--xxlarge--semibold\">\n                        What your brand can learn from this                    <\/H2>\n                <\/div>\n            \n                            <div class=\"paragraph--text\">\n                    <span class=\"p--medium\">\n                        <p>Through its digital strategy, G\u00e9rard Bertrand proves that it\u2019s possible to align strong brand identity, product excellence, and business performance \u2014 if you make the right strategic choices.<\/p>\n<p>It all starts with a clear vision: every channel serves a purpose. The e-commerce site is more than just a store \u2014 it\u2019s the brand\u2019s digital cornerstone. It allows for total control over the experience, deep customer insight, and a direct relationship \u2014 with no intermediary.<\/p>\n<p>Marketplaces, meanwhile, are used with intention. They help reach new audiences, promote selected ranges, or strengthen visibility in key markets. But they must never dilute the brand\u2019s image or customer relationship in the pursuit of volume.<\/p>\n<p>Finally, innovation \u2014 whether AI, CRM, or content \u2014 only matters if it\u2019s embedded in a coherent strategy. It\u2019s this consistency \u2014 between product, experience, and channels \u2014 that enables G\u00e9rard Bertrand to shine online\u2026 without ever compromising its roots.<\/p>\n<p><strong>Are you looking to accelerate your digital growth today?<\/strong><\/p>\n                    <\/span>\n                <\/div>\n            \n                            <div class=\"paragraph--button\">\n                    <a href=\"https:\/\/www.horrea.fr\/en\/acceleration\/\" target=\"\" class=\"btn btn-primary\">\n                        <div class=\"btn--text\">\n                            Discover our offers                        <\/div>\n                    <\/a>\n                <\/div>\n                    <\/div>\n\t<\/div>\n<\/div>\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div id=\"paragraph-block_1002e59a7eed76e965b940cd2216ebec\" class=\"paragraph\">\n    <div class=\"gutenberg--block no-margin paragraph\" > \n        <div class=\"paragraph--content\">\n            \n            \n                            <div class=\"paragraph--text\">\n                    <span class=\"p--medium\">\n                        <p>G\u00e9rard Bertrand\u2019s career and the teachings shared by Enguerrand Bazin show that it is possible to combine tradition and digital innovation without distorting the authenticity of the product.<br \/>\nWine, rooted in its terroir and history, can thus flourish on new horizons thanks to a bold and inspiring digital strategy.<\/p>\n<p>To go further<br \/>\nFind the complete episode with Enguerrand Bazin, E-commerce Manager at G\u00e9rard Bertrand, on:<\/p>\n<p><a href=\"https:\/\/youtu.be\/oWFfBVVS2Yc\" target=\"_blank\" rel=\"noopener\">YouTube<\/a><br \/>\n<a href=\"https:\/\/open.spotify.com\/show\/0CIf3MiakeGm33iiMQs5rK\" target=\"_blank\" rel=\"noopener\">Spotify<\/a><br \/>\n<a href=\"https:\/\/podcasts.apple.com\/fr\/podcast\/enguerrand-bazin-de-g%C3%A9rard-bertrand-faire-rimer\/id1803157164?i=1000724704429\" target=\"_blank\" rel=\"noopener\">Apple Podcast<\/a><\/p>\n                    <\/span>\n                <\/div>\n            \n                    <\/div>\n\t<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":3,"featured_media":3648,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[112],"tags":[114,149,134,144,115,116,145,127,143,146,133,147,150],"class_list":["post-3645","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agora-en","tag-croissance-en","tag-customer-experience","tag-data","tag-data-2-en","tag-digital-en","tag-e-commerce-en","tag-experience-client-en","tag-growth","tag-ia","tag-ia-en","tag-retail-media","tag-vin-en","tag-wine"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/posts\/3645","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/comments?post=3645"}],"version-history":[{"count":14,"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/posts\/3645\/revisions"}],"predecessor-version":[{"id":3785,"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/posts\/3645\/revisions\/3785"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/media\/3648"}],"wp:attachment":[{"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/media?parent=3645"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/categories?post=3645"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/tags?post=3645"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}