Responsive web design for high-end wine merchant Armit Wines
Armit Wines commissioned Gibe Digital to take them into 2013 with a fully responsive site allowing their customers to have the same great experience across all devices. This is the first responsive ecommerce site in the wine industry. Armit Wines have a reputation for building strong personal relationships with their private and trade clients. The new site needed to reflect all of the brand values whilst also optimising the experience for users accessing the site on desktop, tablet and mobile devices.
London based fine wine merchant, Armit Wines have been supplying the very finest wines to private clients and the trade since the 1980’s. A long term client of Gibe’s, Armit Wines have grown year on year with our help and the contnued increase in the online retail market.
Armit Wines' ecommerce site is a bespoke platform matching Umbraco with our own GibeCommerce platform which integrates with their ERP system – Maginus. This allows Armit Wines’ staff to manage content and administer orders and customers in one place. The new site has a powerful search engine that allows users to search and filter wines, which when added will be around 8,000 wines from Armit Wines’ extensive range. The pricing system allows every customer to have a specific pricing matrix, there is a comprehensive promotion and discount system giving Armit Wines greater flexibility with offers and tactical promotions.
The ecommerce site is built using .net and is fully supported by Gibe’s technical team. This is one of the more complex bespoke ecommerce sites that we support with a wide variety of technical challenges. The site has sophisticated sales tax and duty systems which need to be regularly updated alongside wines, promotions, offers and other content. Through continuous engagement we have continued to develop every area of the user experience to maximise the journey. The new design lends a greater feeling of the premium brand qualities inherent in Armit Wines.
A number of Key Performance Indicators were identified at the beginning of the project and although we are in the early stages, there are some very promising statistics. The headline figures are that the turnover has increased by 184% with average order values increasing by 97%. Unique visits have risen by 7.25% and visit length has increased by over 66% meaning that average visit length is now more than four minutes. This is a strong indication of higher engagement levels and reflects the improvements to both content and functionality.
Here is a breakdown of the skills we used
- Digital strategy development
- Information architecture
- Responsive Design User interface design
- Technology: XHTML/CSS, Bespoke .net development, Maginus
- Hosting and technical support