Tannico, Italy’s Top Wine Store

Tannico is a leading wine retailer in Italy that began its journey in late 2012. It was among the first online sellers of quality wine in its homeland and today quenches the thirst for top-notch drinks of alcohol enthusiasts all around the globe. Tannico’s collection features a broad selection of wines, champagnes, and other spirits from world-renowned labels and over 2,500 artisan producers.

Driven by bravery, Tannico is constantly innovating its services beyond just selling wine. It has invested in a cutting-edge warehouse powered by solar panels and networks of robot packers, as well as opened an exclusive wine bar in Milan. The company also offers “Flying School” wine courses for those eager to dive deeper into the world of wine.

Being an international retailer striving for greater reach, Tannico sells its bottles through several global online marketplaces and marketing platforms. But as its catalog size and sales channels count kept growing, managing listings across all these channels became increasingly complicated.

So, Tannico started searching for software that would help make everyday work with its various global marketing channels easier and more efficient.

Tannico tried many different tools and apps, but none of them could fully handle its complex Shopify Markets structure and products in multiple languages. Tannico was also looking for a feature that would let it create flexible filters for each specific channel, but no tool could completely satisfy this need either.

That’s when Tannico came to Mulwi.

When Tannico installed the Mulwi Shopping Feeds app, it found inside many pre-made product feed templates, including for Google Shopping, Webgains, Wine-Searcher, and Klaviyo, the channels it’s already selling on. It also saw that Mulwi had built-in support for Shopify Markets and translations, which was exactly what it wanted. To better understand how to set up these templates and adjust them, Tannico reached out to the app’s support for assistance.

Mulwi’s support experts gladly answered Tannico’s questions and guided it through the whole configuration process in the app. After explaining to them what it strived to achieve, Tannico received several personal solutions that together covered all its needs and more.

Tannico’s catalog has numerous products sold exclusively in certain markets and sales channels. Naturally, Tannico needed a way to quickly list only the items from the desired selling locations, so that its feeds always stay accurate without any manual handpicking from its side.

The life-saving solution for this problem was the product filters tool in the Mulwi app. Mulwi’s team showed Tannico how to create and flexibly customize filtering rules, enabling it to set up separate filters for each target market and channel.

Mulwi helped Tannico create product filters for different markets and sales channels

Once Tannico applied these filters to their respective feeds, its work here was done. This fast, one-time setup entirely automated the inclusion of the correct products, saving Tannico hundreds of hours that would’ve otherwise been spent sorting the products by hand or rearranging the store structure.

As a cross-border seller, Tannico required a toolset that could easily adjust its feed data for specific regions. Given its past experiences, Tannico was initially worried that Mulwi’s feeds wouldn’t be fully compatible with its many Shopify Markets and store languages.

Mulwi’s seamless integration with Shopify Markets quickly put these worries to rest: the app understood Tannico’s Shopify Markets structure instantly. The feed’s user-friendly editor made changing the feed’s Market extremely straightforward, letting Tannico set the necessary product prices with a single click.

The simplicity of Mulwi’s built-in feed translation module eased Tannico’s concerns too. It took just a few clicks to activate translations in the app’s settings and even less to select the right language for the feed. Tannico’s site was translated using a third-party Shopify app, so the company was delighted to find out that Mulwi can reuse these existing translations, thus saving it significant resources.

Mulwi helped Tannico localize product feeds for 13 unique regions

Like many big companies, Tannico uses several domains to manage traffic more effectively. Due to this, Tannico also needed to export product page links that directed customers to the appropriate regional website.

Mulwi’s experts resolved this request swiftly by adding custom-built dynamic expressions to the feeds’ product URL attributes. These expressions automatically substituted the default product page links with the corresponding local ones, resulting in the correct website links being added in all of Tannico’s localized feeds.

Tannico planned to use its historic product prices in targeted marketing campaigns on Klaviyo. Since Mulwi allowed to personalize feeds’ structure, Tannico wanted to include a new optional attribute in its Klaviyo feeds and populate it with the historic price for a specific region.

Thanks to Mulwi’s accessible feed template editor, adding a new data field turned out to be simple and fast. The real challenge, however, was to extract the price value into it. Tannico stored historic price data for all sales regions in a single complex metafield, which made extracting data for one region extremely complicated.

That’s where Mulwi’s support team and the app’s powerful dynamic expressions tool came to Tannico’s rescue. The team created several custom expressions that automatically broke down the metafield and extracted the precise price data for each necessary sales region, turning what seemed like a daunting technical task into a walk in the park.

Mulwi helped Tannico export custom product data in Klaviyo feeds

After applying these dynamic expressions to their respective feeds, Tannico successfully exported all historical product prices to Klaviyo, ultimately simplifying the setup of its region-adapted Klaviyo campaigns.

Tannico used Mulwi’s prebuilt templates to quickly set up 34 unique product feeds for its various sales channels, such as Google Shopping, Webgains, Wine-Searcher, and Klaviyo. Thanks to the app’s intuitive interface and prior consultation with Mulwi’s support, Tannico managed to create and adapt all these feeds for each channel and market on its own.

Tannico then connected its product feeds to its sales channels via URL. This thereby streamlined Tannico’s daily updates, as Mulwi uploads new files on its behalf automatically.

Tannico’s 100K+ catalog items, over a dozen Shopify Markets with 1.4M+ price values, and a large number of product feeds didn’t impact Mulwi’s performance: the app scaled and worked stably at all times.

In the review on the Shopify App Store, Tannico shared that it enjoyed its onboarding experience with Mulwi. Tannico was satisfied with the help it got from the Mulwi support team and highly praised their effort.

After a lot of trial and error with other management tools, Tannico was relieved to finally find the only one that integrated with its Shopify Markets perfectly and met all its needs.