Client Spotlight
A Smarter, Richer Harney Lane Website on WordPress + Commerce7
How Left Coast Marketing rebuilt Harney Lane’s digital presence with Commerce7 personalization and a fully custom product experience.
Commerce7
Personalization
Ecommerce
Wine Club
Client Spotlight
Harney Lane Vineyards
WordPress + Commerce7 · Personalization · Custom Product Templates · Wine Club
Harney Lane recently launched a brand new WordPress website fully integrated with Commerce7. The goal was not just a fresh coat of paint. It was to elevate the Harney Lane brand presence online with a feature-rich, refined site that puts Commerce7’s expanding toolset to full use.
Commerce7 has added significant new capabilities in recent years, and this redesign was a rare opportunity to build with a blank slate and thoughtfully bring those features in from the ground up, rather than retrofitting them onto an older structure. Alongside the platform work, the project was also a chance to revamp the site’s overall presentation and refine all copy, photography, and video content.
Two areas of the build stand out as the most impactful upgrades:
Commerce7 Personalization Blocks: dynamic, segment-based content across the homepage
A fully custom Commerce7 product and collection template: replacing a patchwork setup with one dynamic, content-rich system
The Opportunity
This redesign was a rare opportunity to build with a blank slate and thoughtfully bring Commerce7’s expanded capabilities in from the ground up. The two most impactful upgrades:
Commerce7 Personalization Blocks: dynamic, segment-based content across the homepage
A fully custom Commerce7 product and collection template: replacing a patchwork setup with one dynamic, content-rich system
Part 1: Personalization Blocks + One Website, Six Experiences
What We Built
Custom personalization blocks were placed into three key areas of the site:
Top Bar
Home Page Hero Banner
Home Page Product Feature
Each was set up as its own personalization div inside Commerce7, tied to a specific placement on the page. Within each block, custom messaging, offers, and product recommendations were built out to target six distinct customer segments:
Anonymous Visitor (not logged in)
Email Subscriber (zero orders)
First-Time Customer (1 order)
Repeat Customer (more than 1 order)
Member (active Wine Club tag)
Past Member (past member tag)
Rather than serving one static message to every visitor, the site now recognizes who’s browsing and adjusts messaging, offers, and product recommendations in real time, driving toward specific goals like joining the email list, signing up for the Wine Club, reactivating a lapsed membership, or browsing recommended collections.
Personalization Mapping
| Customer Segment | Top Bar | Home Page Hero | Home Page Product Feature |
|---|---|---|---|
| Anonymous (Not Logged In) | Start Your Week With Intention | Join the Reset | “Enjoy the Unhurried Life at Harney Lane” + Relaxed Tastings + Featured Bestsellers collection |
| Subscriber (Zero Orders) | 15% Off First Order + Code: WELCOME15 | Shop Now | “Enjoy the Unhurried Life at Harney Lane” + Featured Bestsellers collection |
| First-Time Customer (1 order) | Use Code NEXTSIP to Save 15% | Shop Now, invite to Grace + Grit Wine Society | “So Good to See You Again, {First Name}” + NEXTSIP code + Featured Bestsellers |
| Repeat Customer (2+ orders) | Enjoy More Perks as a Member | Explore Membership | “Welcome Back, {First Name}. Ready for Another Bottle?” + Personal Collection |
| Member (Active Club Tag) | Use Your Member Savings on Wine and Merch | Shop Now | “Welcome Home, {First Name}” + member pricing + Personal Collection |
| Past Member (Past Member Tag) | Come Back to the Wine Society, Reactivate Membership | “{First Name}, Your Seat at the Table is Always Open,” Reactivate Membership | “Consciously Crafted Wines You Know and Love” + reactivation offer + Personal Collection |
Example: The Past Member Journey
The screenshots below show how this plays out for a lapsed member (“Tony”) across all three placements on a single visit. The same message is reinforced with increasing warmth and specificity as the visitor scrolls:
Sitewide top bar: the first, lowest-commitment touchpoint.
Homepage hero, personalized by first name: more emotionally resonant.
Product feature block: the reactivation message becomes a concrete, shoppable offer.
Homepage product feature: personalized product recommendations for the past member segment.
The Benefit
This layered, segment-driven approach means Harney Lane can pursue multiple marketing goals simultaneously: growing the email list, converting first-time buyers, upselling repeat customers into membership, and winning back lapsed members, all from the homepage, without visitors ever seeing an offer that does not apply to them.
It replaces a single static homepage experience with one that adapts in real time to exactly who’s looking at it.
Part 2: A Fully Custom, Native Commerce7 Product and Collection Experience
Beyond personalization, this project also modernized how Harney Lane’s product and collection pages work at a structural level.
Custom Collection Landing Template
The new collection landing page gives each collection a clean, editorial presentation. A custom sub-navigation menu (Current Releases, Gift + Share, Big Bottles, Library Wines, Merchandise) lets visitors quickly jump between sub-collections, and product badges highlight new releases, award winners, and other standout bottles at a glance.
Custom collection landing template with sub-navigation and product badges.
Custom Native Product Page Template
The most significant piece of this work is a fully customized, enhanced Commerce7 native product page template built to hold rich content and offerings directly, with everything dynamically pulling through to the front end. This eliminates the older, more fragile setup of managing basic product listings in Commerce7 while separately maintaining more robust product templates in WordPress. Now, everything lives in one place and displays natively.
Main product page: clean layout with pricing tier and membership upsell.
New, non-standard additions to every product page include:
Image Sliders
Beauty shots and standard product shots can live together in one gallery on every product page.
Pricing Tiers by Club Level
Member pricing displayed directly on the page as a membership upsell tool.
Membership Call-to-Action
Placed right at the pricing tier, turning pricing into a conversion moment, not just information.
Wine Value Points and Reviews Engine
Surfacing credentials like Estate Grown and Sustainably Farmed alongside competition scores and tasting quotes, in an expandable toggle.
Aroma and Taste Profile Visualizer
A visual chart (Light to Bold, Dry to Sweet, Fruity to Earthy, etc.) plus structured Aroma, Taste, and Cellar data, in an expandable toggle.
Cellar Notes and Wine Tech Details
Vintage, alcohol, appellation, composition, winemaking method, and production numbers, all in an expandable toggle.
Pairing Suggestions
Linked directly to the WordPress recipe engine, so a wine page can point straight to a matching recipe.
About the Varietal Section
Vineyard and varietal education, pairing the estate’s story with grape-specific detail.
Winemaking Ethos Section
“Consciously Crafted with Grace + Grit,” reinforcing Estate Grown, Certified Sustainable, and No Unnecessary Additives as brand pillars on every product page.
WordPress Media Library Image Sourcing
Product images can now pull from the WordPress media library instead of Commerce7’s native image handling, avoiding the compression artifacts and blurriness that Commerce7’s image engine often introduces.
Value point badges plus an expandable Reviews section with competition scores and tasting notes.
Visual Aroma and Taste profile chart with structured cellar data.
Expandable Cellar Notes with full wine tech specs.
Pairing suggestion linked to a matching WordPress recipe.
Varietal and vineyard education section with estate imagery.
The Benefit
Every product page now works as a small brand story in its own right, combining commerce, education, credibility (reviews and value points), and lifestyle content (pairings, ethos) in one native, easy-to-maintain system.
It also removes the maintenance burden of keeping two separate systems in sync, and it upsells membership at the exact moment a visitor is evaluating price.
