The Scotch Malt Whisky Society Grows Customer Lifetime Value With Personalization

The Scotch Malt Whisky Society (SMWS) has been at the forefront of premium, single cask whisky production since 1983, sold exclusively to its members. They know and love their product through and through, but they needed a modern, white glove membership experience to stay competitive and reach the brand’s goal of tripling revenue within five years.

Two years ago, SMWS partnered with Monetate to make good on their promise of a membership experience that attracts and inspires engagement. The first step was delivering on the basics: the right language, in the right places, at the right time. To get their feet wet with personalization, SMWS identified two crucial points where their communications were falling short and used Monetate’s testing capabilities to identify the solutions—with impressive results.

Success with Strategy

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  • A/B and Advanced Testing determined the best copy to clarify prices and improve positioning.
  • A Majority Fit Experience (MFE) was used to pinpoint a strong CTA to highlight value on PDPs.
  • Customer data was used to personalize and overcome the challenges of membership renewals.
  • Event attendance has increased thanks to customer segmentation and delivering a customer-centric experience for members.

SMWS is interested in going even further with their use of customer data and AI within Monetate to create more relevant and engaging experiences.

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Testing & Automated Personalization Boost Customer Loyalty

Testing and Automated Personalization resulted in a boost across several key metrics:

Lift in RPS with Standard A/B Testing
Reduction in Bounce Rate

with Majority Fit Experiences

Increase in Membership Renewals


Personalization with Customer Data Leads to Lift in Loyalty

As they grew increasingly comfortable with the platform, SMWS expanded their use of Monetate by applying the power of their customer data to personalize and overcome to the challenge of membership renewals.

To engage members earlier, the team deployed two experiences: an “early-bird renewal” banner on the homepage and a “renewal in 30 days” carousel takeover that were shown to members with an approaching anniversary.

SMWS has also been able to leverage their existing customer data in Monetate to deliver CRM-driven personalization that stimulates event attendance. They segmented customers within five miles of a venue who hadn’t yet participated in a live event and customized their homepages to promote the event’s value. The tactic helped SMWS further their goal of achieving customer-centricity for the optimal member experience.

“Monetate is playing an absolutely pivotal role in our efforts to better engage our members, which is key in meeting our commercial goals.”


Head of Digital Marketing, The Scotch Malt Whisky Society

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Using CRM data for personalization has been rocket fuel for us.

WILL RICHARDSON, Head of Digital Marketing, The Scotch Malt Whisky Society
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