For this project briefing we were talked to by someone on the company named Graham Tracy. He spoke to us about the company as a whole, their brand and how they would evaluate success. This allowed us to have the idea on what we can improve so that their website can have more success.
Virgin wines
- one of the largest direct to consumer b2b wines retailers in the uk
- Multi award winning
- First online uk wine retailer to be certified carbon neutral
- Average wine rating 4.2 out of 5
- HQ is here in Norwich
Evaluating the brand
project started August 22
Reset
- objectives
- outcomes
- tactics
Audit
- consumer
- creative
- internal
Analysis
- Themed
- Challenges
- Opportunities
Strategy
- Proposition
- Identity
- Rollout
The why
- our purpose is to create joy from grape to glass
- They wouldn’t be a virgin company if we didn’t leave people feeling something
- It’s about evoking joy through every element of the brand
The what
- their proposition is to be the feel good way to enjoy great wine
- Their unique wine buying model sets them apart and maximises the skills of our global network of winemakers and internal departments
The how
their values guide the experience they create
- Insatiable curiosity
- Smart distribution
- Straight up
- Heartfelt service
- We are family
- Delightful surprise
- Red hot relevance
The opportunity
- Now on a mission to embed their new brand into everything they do
- They have started a 8 month project to redesign and rebuild the front end of the site
- Lots of the student work from 2023 will be included in the new concepts
The scale of the opportunity
- moved to a purpose built eccomerce solution
- Over 1 million cases sold annually
- Overall site traffic is 5.35m visitors annually
- Total annual unique page views circa 26.7m
- Constantly adapting and changing with 13 A/B tests concluded in the last 12 months resulting in 5 winning tests
- Decisions driven by number of sources, including SEO, consumer trends, user mapping, conversion rate and hare-brained schemes conceived at a pub
About us
- we new somewhere that
- Tells our story so far
- Explains why we’re different
- Promotes our sustainability credentials
- Leveraged our new brand guidelines
Live events
- wine tastings are fun, vibrant and a great opportunity for customers to meet us put wine buyers and winemakers face-to face
- SEO important
- We need to promote them onsite in the right way and reflect the energy of the event to promote ticket sales
- VIBRANT atmosphere
- Want to show how great the events are
- Make the page show how exciting the event is
- But also come from a sales perspective
Checkout
- arguable the most important part of any e-commerce site a reduction in conversion rate will result lost sales
- Flip that on its head and the smallest improvement in conversion rate will prove hugely beneficial
The aim
- to optimise every pixel and improve the current offering to create a more immersive experience, that balances customer experience, conversion and brand
- Look at information hierarchy across all devices to best aid customer satisfaction and conversion
- Aim high they’ve slipped behind some of the competitors
What does success look like
- about us: to create an engaging page that reflects who we are and tells our story, leverage our brand, our people and our great wine
- Live events – to create a fun informative engaging online experience that reflects the events it’s a great way to attract new customers so SEO needs to be considered
- Checkout – to review analyse and highlight small wins and any big wins
- Secondary objective – the wow factor – not another carbon copy
- Secondary objective – an immersive brand experience
- Wide audience – fun not snobbish
- Type of customer – everyday but more premium than supermarket