Case study
Tanners Wine Merchants
Tanners Wines were introduced to Thought and Mortar through our work with the exquisite rose brand David Austin Roses and, from the outset, the T&M team were genuinely excited about the prospect of working with another stand-out, heritage brand. Migrating their site from Magento to Shopify Plus was smooth and seamless.
During the migration to Shopify Plus, Tanners Wines have seen exceptional improvements across the board
30%
Total sales increase
23%
AOV increase
11%
Total orders increase
Behind
The thought
Tanners Wines were reaching the boundaries of their Magento 2 website and needed a more future-proof and scalable solution for their business. Put simply, they just weren’t getting enough bang for their buck.
As always, we started this project with a thorough strategy and planning phase to ensure we had the best understanding of the strengths and weaknesses of their pre-existing online offering. From this, it was evident that a migration from Magento 2 to Shopify 2.0 was a fantastic opportunity for Tanners Wines to grow their ecommerce presence through utilising the state-of-the-art feature set of Shopify:
Reduction in ongoing maintenance costs for the website
More flexible and evolving functionality that reflects the level of their ongoing investment
Setup and configuration of Shopify to enhance day-to-day workflows
Functionality that continues to grow and evolve alongside the business
Behind
The mortar
As a well-respected and established brand, Tanners saw this large-scale migration to Shopify as the perfect opportunity to carry out a site-wide redesign, which included a complete reimagining of their user experience and a full suit of modernised conversion rate optimisations. With that said, during the design refresh, we were conscious to remain true to the heritage nature of the brand. Their website now fully embraces many of Shopify's latest features, including:
- Improving the multichannel experience through ensuring consistency of the brand and purchasing experience in person, online and over the phone
- Re-prioritising product page content to enhance visibility of pricing, discounts, product specification information, and upsell opportunities
Improving search
Improving search and filtering functionality by making search as efficient as possible through showing related items and ensure filters are displaying results that incentivise customers to make a purchase
Discounts and CRO
A more considered approach to displaying product discounts, and tactful placement of cross-selling and upselling opportunities to encourage customers to add additional products to their basket and increase AOV
Plus
The Shopify infrastructure
Optimisation of producer, grape and region glossary content for Shopify
Tanners had a lot of contextual information about their products that needed to be carefully thought out and reimagined to fit within the Shopify infrastructure. Through using Shopify’s native metaobject and metafield functionality, we were able to successfully store and present this specialised information in easily manageable formats
An accurate inventory
Improve the visibility and organisation of En Primeur wines
We introduced a bundle-like behaviour to create parent/child relationships between different product types, allowing for accurate bottle-by-bottle inventory for En Primeur purchases and other boxed-based purchases on the site.
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