Wine specialist Majestic Wine has enhanced its eCommerce platform to allow for smoother mobile and social media integration and market growth.
The company said it wanted a futureproofed platform to support its longer-term omnichannel retail vision.
Plans included building on its existing click & collect service and replicating the in-store experience with locally-available stock.
“We wanted to boost customer convenience, presenting location-relevant stock options to ensure we guarantee product availability,” said Richard Weaver, eCommerce director at Majestic Wine.
“Once a customer identifies their preferred store, we’ll only display stock available at that specific store on that day rather than our entire extended range.”
In order to support Majestic’s order fulfilment model, integration with Majestic’s back-end systems was essential in assuring secure ordering processes.
With a policy of a minimum purchase of six bottles per order, a complex range of checkout rules needed to be implemented.
The system also needed to have the capability for UK customers travelling to France to pre-order products from the retailer's French online webstore with collection from the accompanying store in the country.
Majestic selected technology firm Intershop to provide an eCommerce platform to support all of its webstore requirements.
The new Majestic Wine site was then developed by Javelin Group.
Intershop provided the unified set of out-of-the-box functionality and flexibility needed, said Weaver.
Another advantage was seamless backend integration with in-house systems.
Customers now experience all the advantages of shopping with their local Majestic store when shopping online.
"The new site makes our market-leading unique wine retail proposition shine online and our merchandising teams can now make business decisions and see them live on the site in an incredibly short amount of time.”
© 2014 - European Supermarket Magazine
