HELPING MORRISONS TO GROW WINE SALES WITH THE LAUNCH OF MORRISONS CELLAR WEBSITE.
Morrisons is the UK’s fourth largest supermarket with over 500 stores, 125,000 employees and has 13.5% of the grocery market. Their business is mainly food and grocery – the weekly shop. They source and process most of the fresh food that they sell though their own manufacturing facilities.
Every week twelve million customers pass through their doors.
In 2011 Morrisons embarked on their eCommerce journey with the acquisition of Kiddicare.com and then launched the first of their categories online, MorrisonsCellar.com, in 2012. Morrisons entered into the multichannel world with wine as it under- traded in this area and wanted to grow sales by £100 million.
Morrisons wanted to offer its customers a unique, personalised and enjoyable shopping experience, enhance its overall wine offering and get to market quickly.
MorrisonsCellar.com was created as an extended site on the Kiddicare.com WebSphere Commerce platform. At the outset Salmon worked with Morrisons to understand its business vision and quickly mocked up an initial design of the website which we then translated into a working solution. This innovative approach enabled us to deliver the solution quickly whilst exceeding the clients' business vision.
MorrisonsCellar.com offers:
An interactive taste test allowing customers to discover those wines most likely to suit their palette via three simple questions
Integration with Facebook allowing customers to share information with their friends
Rich content about the wine, region and grape, complimentary recipes, Morrisons TV and customers’ ratings and reviews
Since the site went live:
Repeat customers average 15%
All KPIs have been greatly exceeded, including visitors and sales
Conversion is above expectation, due to the success of the taste test and the depth of the product range which has been extended online by 500 lines