{"id":349,"date":"2024-04-13T13:28:44","date_gmt":"2024-04-13T13:28:44","guid":{"rendered":"https:\/\/www.nua-ux.design\/emily-pryor\/blog\/?p=349"},"modified":"2024-04-13T13:33:11","modified_gmt":"2024-04-13T13:33:11","slug":"virgin-wines-briefing","status":"publish","type":"post","link":"https:\/\/www.nua-ux.design\/emily-pryor\/blog\/workshops\/virgin-wines-briefing\/","title":{"rendered":"Virgin Wines briefing"},"content":{"rendered":"\n<p>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. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Virgin wines&nbsp;<\/h3>\n\n\n\n<ul>\n<li>one of the largest direct to consumer b2b wines retailers in the uk<\/li>\n\n\n\n<li>Multi award winning&nbsp;<\/li>\n\n\n\n<li>First online uk wine retailer to be certified carbon neutral&nbsp;<\/li>\n\n\n\n<li>Average wine rating 4.2 out of 5<\/li>\n\n\n\n<li>HQ is here in Norwich&nbsp;<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Evaluating the brand<\/h3>\n\n\n\n<p>project started August 22\u00a0<\/p>\n\n\n\n<p>Reset<\/p>\n\n\n\n<ul>\n<li>objectives&nbsp;<\/li>\n\n\n\n<li>outcomes<\/li>\n\n\n\n<li>tactics<\/li>\n<\/ul>\n\n\n\n<p>Audit<\/p>\n\n\n\n<ul>\n<li>consumer&nbsp;<\/li>\n\n\n\n<li>creative&nbsp;<\/li>\n\n\n\n<li>internal&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Analysis&nbsp;<\/p>\n\n\n\n<ul>\n<li>Themed&nbsp;<\/li>\n\n\n\n<li>Challenges&nbsp;<\/li>\n\n\n\n<li>Opportunities<\/li>\n<\/ul>\n\n\n\n<p>Strategy&nbsp;<\/p>\n\n\n\n<ul>\n<li>Proposition&nbsp;<\/li>\n\n\n\n<li>Identity&nbsp;<\/li>\n\n\n\n<li>Rollout&nbsp;<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">The why<\/h3>\n\n\n\n<ul>\n<li>our purpose is to create joy from grape to glass<\/li>\n<\/ul>\n\n\n\n<ul>\n<li>They wouldn\u2019t be a virgin company if we didn\u2019t leave people feeling something&nbsp;<\/li>\n\n\n\n<li>It\u2019s about evoking joy through every element of the brand<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">The what<\/h3>\n\n\n\n<ul>\n<li>their proposition is to be the feel good way to enjoy great wine&nbsp;<\/li>\n\n\n\n<li>Their unique wine buying model sets them apart and maximises the skills of our global network of winemakers and internal departments&nbsp;<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">The how&nbsp;<\/h3>\n\n\n\n<p>their values guide the experience they create&nbsp;<\/p>\n\n\n\n<ul>\n<li>Insatiable curiosity<\/li>\n\n\n\n<li>Smart distribution<\/li>\n\n\n\n<li>Straight up&nbsp;<\/li>\n\n\n\n<li>Heartfelt service<\/li>\n\n\n\n<li>We are family&nbsp;<\/li>\n\n\n\n<li>Delightful surprise&nbsp;<\/li>\n\n\n\n<li>Red hot relevance&nbsp;<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">The opportunity&nbsp;<\/h3>\n\n\n\n<ul>\n<li>Now on a mission to embed their new brand into everything they do<\/li>\n\n\n\n<li>They have started a 8 month project to redesign and rebuild the front end of the site&nbsp;<\/li>\n\n\n\n<li>Lots of the student work from 2023 will be included in the new concepts&nbsp;<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">The scale of the opportunity&nbsp;<\/h3>\n\n\n\n<ul>\n<li>moved to a purpose built eccomerce solution&nbsp;<\/li>\n\n\n\n<li>Over 1 million cases sold annually&nbsp;<\/li>\n\n\n\n<li>Overall site traffic is 5.35m visitors annually<\/li>\n\n\n\n<li>Total annual unique page views circa 26.7m&nbsp;<\/li>\n\n\n\n<li>Constantly adapting and changing with 13 A\/B tests concluded in the last 12 months resulting in 5 winning tests&nbsp;<\/li>\n\n\n\n<li>Decisions driven by number of sources, including SEO, consumer trends, user mapping, conversion rate and hare-brained schemes conceived at a pub&nbsp;<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">About us&nbsp;<\/h3>\n\n\n\n<ul>\n<li>we new somewhere that&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul>\n<li>Tells our story so far<\/li>\n\n\n\n<li>Explains why we\u2019re different<\/li>\n\n\n\n<li>Promotes our sustainability credentials<\/li>\n\n\n\n<li>Leveraged our new brand guidelines&nbsp;<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Live events\u00a0<\/h3>\n\n\n\n<ul>\n<li>wine tastings are fun, vibrant and a great opportunity for customers to meet us put wine buyers and winemakers face-to face&nbsp;<\/li>\n\n\n\n<li>SEO important&nbsp;<\/li>\n\n\n\n<li>We need to promote them onsite in the right way and reflect the energy of the event to promote ticket sales&nbsp;<\/li>\n\n\n\n<li>VIBRANT atmosphere<\/li>\n\n\n\n<li>Want to show how great the events are<\/li>\n\n\n\n<li>Make the page show how exciting the event is&nbsp;<\/li>\n\n\n\n<li>But also come from a sales perspective<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Checkout&nbsp;<\/h3>\n\n\n\n<ul>\n<li>arguable the most important part of any e-commerce site a reduction in conversion rate will result lost sales<\/li>\n\n\n\n<li>Flip that on its head and the smallest improvement in conversion rate will prove hugely beneficial&nbsp;<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">The aim&nbsp;<\/h3>\n\n\n\n<ul>\n<li>to optimise every pixel and improve the current offering to create a more immersive experience, that balances customer experience, conversion and brand<\/li>\n\n\n\n<li>Look at information hierarchy across all devices to best aid customer satisfaction and conversion&nbsp;<\/li>\n\n\n\n<li>Aim high they\u2019ve slipped behind some of the competitors&nbsp;<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">What does success look like&nbsp;<\/h3>\n\n\n\n<ul>\n<li>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<\/li>\n\n\n\n<li>Live events &#8211; to create a fun informative engaging online experience that reflects the events it\u2019s a great way to attract new customers so SEO needs to be considered&nbsp;<\/li>\n\n\n\n<li>Checkout &#8211; to review analyse and highlight small wins and any big wins<\/li>\n\n\n\n<li>Secondary objective &#8211; the wow factor &#8211; not another carbon copy&nbsp;<\/li>\n\n\n\n<li>Secondary objective &#8211; an immersive brand experience&nbsp;<\/li>\n\n\n\n<li>Wide audience &#8211; fun not snobbish&nbsp;<\/li>\n\n\n\n<li>Type of customer &#8211; everyday but more premium than supermarket &nbsp;<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>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 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/www.nua-ux.design\/emily-pryor\/blog\/wp-json\/wp\/v2\/posts\/349"}],"collection":[{"href":"https:\/\/www.nua-ux.design\/emily-pryor\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.nua-ux.design\/emily-pryor\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.nua-ux.design\/emily-pryor\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.nua-ux.design\/emily-pryor\/blog\/wp-json\/wp\/v2\/comments?post=349"}],"version-history":[{"count":3,"href":"https:\/\/www.nua-ux.design\/emily-pryor\/blog\/wp-json\/wp\/v2\/posts\/349\/revisions"}],"predecessor-version":[{"id":352,"href":"https:\/\/www.nua-ux.design\/emily-pryor\/blog\/wp-json\/wp\/v2\/posts\/349\/revisions\/352"}],"wp:attachment":[{"href":"https:\/\/www.nua-ux.design\/emily-pryor\/blog\/wp-json\/wp\/v2\/media?parent=349"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.nua-ux.design\/emily-pryor\/blog\/wp-json\/wp\/v2\/categories?post=349"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.nua-ux.design\/emily-pryor\/blog\/wp-json\/wp\/v2\/tags?post=349"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}