Behind-the-Thought: 🎄 Christmas at Tanners Wines

At Tanners, Christmas is always a big moment. Their customers come looking for something special: a perfectly curated mixed case for a client, or a single standout bottle for a friend. The brief was simple but important. The online experience needed to feel as festive, premium, and carefully considered as the gifts themselves.

Rather than starting from scratch, we built on solid ground. When we first created the Tanners site, the existing ‘wine case’ template was designed to be flexible and functional. This time, we focused on refining it for gift buyers: improving clarity, storytelling, and the journey from discovery to purchase.

Diving into the UX and customer journey, here’s what we did:

Clear calls to action and pricing for quicker decisions

• We moved the price and call-to-action higher up the page and made them sticky, so customers can buy at any scroll point. It’s a small change that removes friction and helps increase add-to-cart rates.

Gifting icon for instant recognition

• A simple gift icon now signals packaging and presentation at a glance. This quick visual cue answers common customer questions and keeps the user experience smooth and intuitive.

Flexible product imagery to boost engagement 

• We gave Tanners’ seasonal lifestyle photography more room to shine. Using images in varied ratios brought warmth and depth to the layout without disrupting consistency, helping keep users engaged for longer.

Close-up bottle images for confidence

• Clear, detailed product shots reduce uncertainty and help users trust what they’re buying. When you’re choosing a gift, confidence matters. 

‘What’s Inside Your Gift?’ accordions for clean structure

• Expandable content sections keep the page tidy while letting users dive deeper when they want to. This improves scanning behaviour and reduces cognitive load.

Parallax lifestyle images with tasting notes for extra depth

• Pairing rich visuals with contextual details draws users in and reinforces product value, encouraging exploration and conversion.
  

The end result is a template that feels festive, premium, and unmistakably Tanners. It’s simple and intuitive to use, but rich in detail where it counts. A small, thoughtful refresh with a big impact on how their customers browse and buy gifts this Christmas.