MorrisonsCellar Home Page
Salmon, has helped Morrisons to launch its first transactional eCommerce site, MorrisonsCellar.com, which focuses on selling a comprehensive range of wines and offers customers a unique, personalised and enjoyable shopping experience, including:
An interactive Taste Test allowing customers to discover those wines most likely to suit their palate via three simple questions
The case builder tool giving customers the ability to build and keep track of a mixed case of wine
Integration with Facebook allowing customers to share information with their friends
The new site is built on the same infrastructure as Kiddicare.com, (part of the Morrisons family) using WebSphere Commerce, Coremetrics, Endeca and advanced content management functionality developed by Salmon.
Since the site went live:
- Repeat customers average 15 percent
- All KPIs have been greatly exceeded – visitors, conversion and sales
- Conversion is above expectation, due to the success of the taste test and the depth of the product range
Discussing Morrisons first venture into eCommerce, Scott Weavers-Wright, Kiddicare CEO and Kiddicare and Morrisons.co.uk General Merchandise Managing Director said; “This is the first step in Morrisons branded eCommerce and will enhance the overall wine offering for Morrisons. It will also provide valuable lessons on business processes and systems which will support the launch of other web sites and multi channel services. We knew that the underlying platform, WebSphere Commerce, and functionality would enable us to deliver the new site quickly and yet be scalable for the future.” Read more »
Salmon have delivered an eCommerce optimisation service for Kiddicare.com which has resulted in an 86% increase in repeat purchases, and a 500% increase in customer opt-in for email and newsletters. £165,000 of incremental revenue from second purchases, has been observed in just two months since Salmon’s recommendations were implemented.
Scott Weavers-Wright, Partner at Kiddicare.com said, “Salmon advised us to make some small, yet significant changes to Kiddicare.com. Our aim was to optimise our online marketing to all of our customers, to encourage return visits and to increase sales. As a result, Salmon’s eCommerce experts have reviewed our promotions to make them more engaging, changed our customer email content and re-designed and improved both our checkout and registration processes. We were delighted with the outcome based commercial agreement under which they offered their services and we are delighted with the results.
The next stage of Salmon’s project with Kiddicare is to understand the impact of these changes on customer lifetime value and to further improve the relevancy of the email marketing activities based on the data captured.
To date, the results speak for themselves and demonstrate the importance for all merchants, however successful they are, to continually optimise their eCommerce offerings and remain abreast of customer preferences and predispositions.
About Salmon and Kiddicare
You can read more about Kiddicare here (Retail Week article, requires registration), and more specifically about its recent acquisition by Morrisons here (FT.com , requires registration) and here (Guardian.co.uk).
Anyone would think video has a chequered past. Folklore would have you believe the medium killed the radio star back in the early 1980′s. But radio star murder apart, video has been on-the-up for over 30 years.
And today, 6 short years since the YouTube domain was first registered, the daughter of video – online video – is simply blossoming. Some would even say exploding. So I propose that today, video saves the eCommerce stars, giving leading and innovative merchants a renewed basis for differentiation and online growth.
Read more »
Good to hear that Morrisons are keen to develop the grocer’s etail operation. In an announcement today regarding the purchase of Kiddicare (a Salmon client) for £70m, Dalton Philips, Chief Executive of Morrisons said;
“This acquisition brings not only a respected, successful and fast growing specialist retailer into the Morrisons group but also a robust, scalable and highly advanced technology platform around which we can begin to build our e-commerce offer.”
Kiddicare’s platform leverages SAFE™ (Salmon Application Framework for eCommerce) and IBM WebSphere Commerce, as well as a number of other complimentary technologies. Here is more information regarding Kiddicare’s technology platform.
Retail Week’s announcement about the sale of Kiddicare is here [requires registration]. The Guardian’s cover the story here.
We often find ourselves saying the words ‘eCommerce platform for life‘ with prospective clients, because we are very much in the business of developing and shaping longer term or strategic eCommerce plans and solutions – as opposed to providing band-aid or stop-gap solutions.
Which is why it is particularly gratifying to see multi-channel retailer Kiddicare’s online offering moving forward in leaps and bounds as reported in various circles (it was also covered here).
When we first starting working with Kiddicare in 2006 (they are still a customer today) they were using an eCommerce platform and provider that fell short of their requirements. We helped them change that and continue to provide expert eCommerce advice and 24x7x365 application management and support.
This is what Kiddicare Partner, Scott Weavers-Wright had to say back in July 2008.
“We replaced our existing platform with SAFE™ as we needed to obtain control of our eCommerce business. Our online plans are sophisticated and we need to address our requirements with a higher degree of autonomy, flexibility and responsiveness to change.”
It never ceases to amaze me how empowered a business can be when it has a true handle on its eCommerce infrastructure and architecture. And when the eCommerce platform itself (as part of that infrastructure) is capable of scaling to be ‘an eCommerce platform for life‘, merchants really can focus on thse aspects of eCommerce that really matter…….like helping customers with regard to merchandising, product imagery, navigation, product page layout and the shopping basket and checkout process.
Hot on the heels of our announcements concerning the nine Scotts & Co brands (here and here) – I wanted to flag an announcement we made today relating to Kiddicare.
Kiddicare are the leading online supplier of nursery products, and they purchased SAFE™ with a view to evolving its online capabilities and optimising the customer experience whilst significantly lowering the risks traditionally associated with launching or replacing an existing eCommerce platform.
Our online business accounts for 80% of our revenues and our plans for growth are aggressive. We replaced our existing platform with SAFE™ as we needed to obtain control of our eCommerce business. Our online plans are sophisticated and we need to address our requirements with a higher degree of autonomy, flexibility and responsiveness to change.
Scott Weavers-Wright, Partner, Kiddicare
Since the new eCommerce solution went live, Kiddicare have been voted online nursery retailer of the year by Mother and Baby magazine and a recent online survey completed by 30,000 customers highlighted 98% would recommend Kiddicare.com.
The complete press release is here.