HELPING morrisons TO GROW WINE SALES WITH A NEW ECOMMERCE PLATFORM
Morrisons embarked on its ecommerce journey in 2011 with the acquisition of Kiddicare.com and then launched the first of its online categories, MorrisonsCellar.com, the following year. The retailer entered the multichannel world with wine as it under-traded in this area and wanted to grow sales by £100 million by offering its customers a unique, personalised and enjoyable shopping experience, enhancing its overall wine offering and getting quickly to market.
MorrisonsCellar.com was created as an extended site on the Kiddicare.com WebSphere Commerce platform. We quickly mocked up an initial design of the website which we then translated into a working solution.
The site offers an interactive taste test allowing customers to discover those wines most likely to suit their palette via three simple questions. It supports integration with Facebook so customers can share information with their friends. And it provides rich content about the wine, region and grape, complimentary recipes, Morrisons TV and customers’ ratings and reviews.
Since the site went live, all KPIs have been greatly exceeded, including visitors and sales, with average percentage of repeat customers climbing to 15% (out of total customers). Conversion is above expectations as a result of the taste test as well as the depth of the product range, which has been extended online by 500 lines.
“In the launch of Morrisons Cellar we worked really well with Salmon. We developed a way of working that ensured we got to market very quickly with a real quality product.”