US-based premium wine company Ste Michelle Wine Estates has partnered with Microsoft to improve the customer shopping experience across physical and digital channels.

Under the partnership, Microsoft Dynamics 365 Commerce was selected to provide the company with a single comprehensive consumer engagement platform.

Ste Michelle Wine Estates president and CEO Jim Mortensen said: “When I joined Ste. Michelle last year, I worked with our Senior Management Team to set forth a new strategic plan for our company. Building an omnichannel approach to marketing, selling and consumer engagement is a key pillar of our plan.

“Our new strategic plan places the consumer at the centre of everything we do and Microsoft’s technology will allow us to make good on that promise by delivering a more seamless consumer experience.”

Microsoft Dynamics 365 Commerce platform provides Ste Michelle Wine Estates with a complete view of its customer by bringing together its brands across all its direct-to-consumer sales channels.

The integration allows Ste Michelle Wine Estates to keep track of customer purchase history, offering ‘custom-tailor products’ to individual consumers.

Additionally, the platform can incorporate features such as mobile ordering for curbside pickup at a winery or on-site purchase with same-day courier home delivery service.

Microsoft Dynamics 365 general manager Lorraine Bardeen said: “Ste Michelle Wine Estates has been a pioneer in the wine industry for more than 80 years.

“Today, the company is innovating again, leveraging Microsoft Dynamics 365 Commerce to provide its customers with elevated digital experiences while improving productivity and collaboration amongst employees.

“Commerce provides Ste Michelle Wine Estates with the deep insights and advanced decision-making capabilities it needs to continue to modernise.”

In May, Microsoft, technology consultancy firm Fourkind and Swedish whisky distillery Mackmyra unveiled plans to form a partnership to create a new whisky.