The Client
Everywine caters for a niche market of consumers that have difficulty sourcing particular wines from local stores, supermarkets or online merchants. Customers may have sampled a wine or had a recommendation and don’t know where to buy it.
This highly bespoke website is currently the internet’s biggest wine warehouse retailing over 39,000 wines from its extensive online catalogue.
The Challenge
Everywine required a new website to offer an enhanced site search capability, improved SEO (search engine optimisation), reduce paid search costs and amalgamate 35,000 Everywine SKUs (stock keeping units) with 700 Booths supermarket wine SKUs.
The high value wines for sale on Everywine are not likely to be the only wine drunk by Everywine customers. Inclusion of Booths’ “Drinking Wines” within the Everywine range encourages repeat business and drives the recruitment and retention activities of Everywine’s marketing strategy.
The Solution
The solution is based on Motive’s e-commerce framework with integrated Locayta search, call centre module and pick/pack/dispatch sales order processing. Push and pull data feeds for inventory, stock, CRM, and orders were included to maximise the efficiency of this fully integrated system.
A team of three developers, two designers, project manager, tester and business consultant delivered the solution. Multiple client workshops and wireframe iterations during the design phase were undertaken. Development was split into UI (user interface), data feeds and search API (application programming interface) integration. The Phase 1 priorities were to deliver rich content for search engines, publish 35,000 SKUs and deploy the pick/pack/dispatch module. Phase 2 priorities focused on value add features such as ratings/reviews and personalisation.
The Result
Conversions have increased and bounce rates have reduced due to increased quality of search engine traffic, simplified information architecture, and improved search capabilities. CRM (customer relationship marketing) integration has improved efficiencies and enabled a faster turnaround of marketing activities. Overall, Everywine has benefited from increased turnover and targets have been met.