Majestic brings in-store experience online

Specialist wine retailer Majestic Wine has introduced a multi-channel initiative to bring its website and stores closer together.

Working with its e-commerce services provider, Snow Valley, Majestic is enhancing the online profile pages for each of the 161 stores within the retailer’s network.

Giving local store staff full control over the content of their store’s profile page, up-to-date details of daily wine tastings in local stores will feature on the Majestic website, along with event listings, staff biographies, and a Twitter feed.

Since its launch in 2000, the Majestic online store has grown to become a significant part of the retailer’s business, and web sales now account for 10% of the retailer’s turnover.

E-commerce director Richard Weaver said: “We want all our customers, whichever channel they use, to get to know the personality of their local branch.

“That’s what this initiative is all about – how can we use our website to help each individual store reach out to local wine lovers and build a community with those customers?

"By giving local staff the ability to write the content for their store webpage, we’re able to bring the personality of each store to life online.”

Sarah Lynch, development director at Snow Valley, said: “For high street retailers, the online channel can no longer be a separate part of the business – it has to be integrated and run as part of the overall strategy.”

Lucy Shaw, 28.03.2011