Spirits Kiosk

Engaging eCommerce website for the spirits specialist

Enotria&Coe is the UK’s leading restaurant wine specialist. Together, we launched a website for their wine B2C website (The Great Wine Co.) and increased revenue by 262%. This success meant we collaborated on a new user-centred design and eCommerce development for another focus: Spirits Kiosk.

Key stats

272%

increase in revenue

229%

increase in transactions

105%

increase in conversion rate

Spirits Kiosk Homepage

Objectives

Building on our successful Great Wine Co. collaboration, Cyber-Duck worked with Enotria&Coe on a digital eCommerce platform for another business focus.

Traditionally, the sale of spirits on the Great Wine Co. website was low; this was likely because spirits are not that website’s specialism. Yet, the opportunity was huge.

In recent years, across the market the value of wine sales was flat, with volume declining; spirits, led by gin, were in volume and value growth.

After Enotria&Coe also acquired Gin Foundry, we worked together to build a new brand and website: Sprits Kiosk. Our objectives were to:

1

Deliver an optimised UI/UX based on Enotria&Coe’s art direction.

2

Develop an eCommerce website which integrated with their stock management system.

User experience strategy

We kicked-off the new project by facilitating another design strategy workshop with their key stakeholders. This time, the project was conducted against the backdrop of the COVID-19 pandemic. So, our team adapted in-person exercises for Zoom and Miro, an interactive whiteboard tool.

First, we explored the lessons learned from the current website’s presentation of spirits. We concluded that this product is purchased by a different audience, in a different way to wine; for example, higher-quality visuals were required for the younger audience.

We mapped the brand identity (provided by another agency) to the business objective: integrating Gin Foundry to become an authority-led spirits customer proposition. Together, we mapped the gin categories. Spirit retailers categorise much more neatly by ‘type’ than wine, but with more top-level categories.

The timeline was the biggest factor, as they needed to be trading spirits during the busy season. Cyber-Duck led a series of rapid wireframing exercises, based off our work for Great Wine, and provided options for the art direction. We surfaced opportunities for cross- and bundle-selling, as we needed to ensure Spirits Kiosk was not a single-bottle destination.

Wireframes image 2

Web platform development

Based on our success with the Great Wine Co. we chose BigCommerce to power Spirits Kiosk’s website. This was because of the power, flexibility, around-the-clock support and ease of use for both developers and CMS editors.

The main difference between the Great Wine Co. and Spirits Kiosk was the content. Spirits Kiosk needed to give a different amount of information about each product, including the people (who made it); place (where it’s made); process (how it’s made) and serve (how it’s recommended to be consumed). The BigCommerce API integration, teamed with Spirits Kiosk’s own management system, helped this work as efficiently as possible.

We integrated lazy-loading of images via BigCommerce. This was important as the website is so visual-focused; it meant that we could produce as performant a website as possible.

Basket and sales image 3

Results

We launched the new website for Spirits Kiosk in August 2020. Now, they have a one-stop-shop website market with bold products and visuals that are tailored for the spirits market.

The new website has generated strong results for Spirits Kiosk, in terms of customer generation and conversion. 12 months after launch, there was a 63% increase in traffic. This brought a 229% increase in transactions and 105% increase in conversion rate.

But most importantly, there was a 272% increase in revenue. With such a strong UX and a robust backend system, the platform is able to scale and will continue to grow for many years to come.

Key stats

272%

increase in revenue

229%

increase in transactions

105%

increase in conversion rate