The Rebstock Platform is a custom-built system that orchestrates two distinct customer journeys: the purchaser and the recipient. Unlike standard eCommerce solutions, this dual-journey logic is embedded into the platform by design.

Vineyard leases are sold via a standardised process through the winery’s online shop and selected retail partners at the point of sale. All purchases feed into one central system and follow the same redemption logic.

No recipient data is required at purchase. Only upon redemption does the platform manage downstream processes digitally, including self-registration, GDPR-compliant data collection, member management, vineyard assignment and certificate generation.

Compared to fragmented voucher or manual winery solutions, the Rebstock Platform reduces operational effort and enables a scalable omnichannel model. Customer data is created only when the lease is claimed and linked to the active user, with effort triggered only upon redemption.

The core innovation of the Rebstock Platform is the translation of a winery-specific business model into a scalable digital system without simplifying the product itself.

Technologically, the platform introduces a dual-journey architecture that separates purchase and redemption by design. Vineyard leases can be sold via the online shop and retail partners at the POS, while all downstream processes converge in one central system.

From a UX perspective, friction is reduced by removing recipient data requirements at checkout. Complexity is shifted from the buyer to a dedicated claiming flow completed by recipients at the appropriate time.

From a business model perspective, the vineyard lease becomes a voucher-based product. Operational effort and data creation are triggered only upon redemption, enabling a scalable, economically sustainable model aligned across eCommerce, POS and winery operations.

After integrating the vineyard lease into the online shop and launching the Rebstock Platform, Balthasar Ress combined digital campaigns with parallel radio advertising.

The impact was immediate. In December, the winery achieved consistent four-figure daily revenues from the vineyard lease product. Sales of the physical gift box remained stable despite a price increase, indicating strong demand.

User behaviour shifted noticeably. Mobile purchases increased, and traffic from Safari and iPhone users rose significantly, reflecting improved accessibility and performance of the new purchase flow.

The project shows how integrating a complex experiential product into a standardised eCommerce setup—supported by a central redemption platform—can drive measurable revenue and channel performance without reducing product value.

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