Majestic takes local, personalised approach to selling wine online

Majestic Wine is focusing on relevancy and personalisation in its marketing campaigns and online retailing strategy, with the help of tech solutions provider SDL.

The drinks retailer announced this week that it has expanded its partnership with SDL and is now using the vendor's eCommerce tool to help ensure products and stock information seen online is relevant to the individual consumer's location.

Through the use of SDL Campaigns to segment its customer database and take advantage of data provided by shoppers such as their product preference, location or local store stock, Majestic has also been aiming to deliver promotional material to people's preferred channel and device.

The technology syncs and integrates with Majestic Wine's eCommerce product catalogue and customer data to give shoppers personalised experiences, unique selections of offers or incentives such as free tasting based on their proximity to a local store.

Richard Weaver, eCommerce director at Majestic Wine, remarked: "We believe relevancy and personalisation is the key to rising to the omnichannel challenge.

"We want to offer the best possible customer experience in-store and online and working with SDL allows us to step up to this challenge."

Weaver used sparkling English wine, as an example, saying that the combination of the Majestic Wine website, the retailer's stock system and SDL eCommerce allows the business to offer its customers in Tenterden, Kent a broader range of wines from their local Chapel Down winery, compared to what is on offer to consumers nationwide.

He added: "This means we avoid something retailers dread – customer out-of-stock disappointment.

"This also helps us to further showcase the in-depth knowledge we have of the wines we sell by providing the right product to the right customer at the right time online."

Weaver recently led a project which culminated last summer with the re-platforming of Majestic's website and the launch a range of new personalisation features, such as those provided by SDL.

In an interview with Essential Retail last year, Weaver said that there is now a much greater range of solutions available to help retailers improve their businesses, compared to when he took on the position of eCommerce director in 2000.

"My role has gone from finding solutions that don't currently exist to figuring out what's the most important thing to implement from someone who is already providing that service," he explained at the time.

"I wouldn't say it's better or worse – it's just different!"

The new website was developed by eCommerce consultancy and systems integrator Javelin Group, and it runs on the Intershop 7 platform. In addition to SDL, Majestic is working with Postcode Anywhere, CapturePlus and Beacon Dodsworth, among other vendors.

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