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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.

Visit tanners-wines.co.uk

Tanners Wine Merchants is a superb, fourth generation family-owned, family-run business based out of Shrewsbury in Shropshire. With awards and accolades from the Decanter Retailer and World Wine Awards, and the International Wine Challenge Awards, Tanners Wines celebrated its 180th anniversary in 2022, securing them as the crème de la crème of independent wine merchants in the UK.

The challenges

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 greatly improve their online offering through utilising the ever-evolving and 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 speed up day-to-day workflows

  • Functionality that continues to grow alongside the business

The solutions

Key features

  • Design refresh to include user experience enhancements and conversion rate optimisation

    • Remained true to the heritage of the brand

    • Enhanced the product page for ease of use and bringing key information to the forefront

  • Optimisation of producer, grape and region glossary content for Shopify

    • Reimagines contextual information to fit with Shopify infrastructure

    • Used Shopify's naive metaobject and metafield functionality to store and present data in easily manageable formats 

  • Improve the visibility and organisation of En Primeur wines

    • 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

  • Improved the multichannel experience through ensuring consistency of the brand and purchasing experience in person, online and over the phone

  • 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

  • A more considered approach to displaying product discounts 

  • Tactful placement of cross-selling and upselling opportunities to encourage customers to add additional products to their basket and increase AOV

The stats

Since their migration to Shopify Plus, Tanners have seen exceptional improvements across the board, including:

30% increase in total sales

23% increase in AOV

11% increase in total orders

“They are a team who have that rare ability to both deal with the details and deliver the big projects at same time. They have a great understanding of our overall objectives and the culture of our business, making them really easy to work with and we have great trust in them to deliver.”

Rob McQuattie, Head of Ecommerce at Tanners Wine Merchants

A seamless migration for growth & prestige

The migration of Tanners Wines’ website to Shopify Plus successfully blended their rich heritage with modern e-commerce functionality, ensuring a seamless and scalable solution for their future growth. By optimising design, enhancing user experience, and implementing advanced technical features, Thought and Mortar delivered a platform that not only reflects the prestige of the Tanners Wines brand but also drives efficiency and increases customer satisfaction. We are please to continue to work alongside Tanners Wines in a Partnership capacity.

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