Crocker & Starr
Web operations and email revenue for a Napa Valley wine club and DTC program
The Brand — Napa Valley, St. Helena Crocker & Starr produces estate wines from St. Helena with a loyal wine club following and a DTC program that runs year-round — releases, events, and seasonal pushes that all depend on the site being current. The team is small. Marketing bandwidth is tighter. The website cannot be something they babysit between harvest and club shipments.
The Challenge
Wine club drops, homepage promos, and release calendars move faster than most internal teams can keep up with — especially when platform updates, vendor tickets, and merchandising changes all land in the same week. When the site lags email or a promo goes live on the wrong page, revenue shows up as abandoned carts and missed club signups, not a support ticket.
Client Goals
Site Ops Without Headcount — Keep Commerce7 current through releases and promos without the team chasing vendor tickets.
Wine Club Merchandising — Align club pages, homepage banners, and promo landings with the release calendar every time.
Email & Site Sync — Coordinate Klaviyo campaigns with site merchandising so email promises match checkout.
Key Services Provided
Commerce7 maintenance, SSL, and platform updates handled on schedule — the team is not chasing hosting tickets or deferring plugin work until something breaks.
Klaviyo campaigns and site merchandising coordinated so club drops and seasonal pushes land together — fewer mismatches between what email promises and what checkout delivers.
Web management and email revenue on one operating relationship — site health, merchandising, and campaigns coordinated before release windows.
Project Solutions
BFX took over the web management layer on Commerce7 — maintenance, merchandising, and vendor coordination — alongside Klaviyo email execution. Homepage and club pages stay aligned with what campaigns are sending. Platform health gets reviewed before release windows, not after something breaks. The site runs on a cadence the brand can plan around instead of react to.
Outcomes & Impact
Commerce7
DTC platform managed end-to-end
Weekly
Updates tied to releases
Klaviyo
Email revenue on cadence
Napa
Wine club & DTC program