How winedirect.com.au lifted customer recency, frequency and value with a digital overhaul Winedirect.com.au's chief digital officer talks us through the digital marketing and website investments helping bring stronger human connection to customer communications and interactions Double-digit increases in ROI for every dollar spent on email, higher frequency spending customers and hefty database signups are the kinds of marketing and digital tech investment returns that speak for themselves. But it’s also the ability to lift that human connection with customers that’s top of mind for winedirect.com.au’s chief digital officer, Adam Hollinshead. Winedirect.com.au is an Australian wine retailer that’s been around for 25 years. Family owned and based in Adelaide, the group sources Australian brands directly from winemakers and producers predominantly in the small to medium business category.