Moore Brothers Wine Company Delivers Personalised Online Experiences with BigCommerce

SOLUTION

An easy-to-use, customisable platform with robust APIs.

After evaluating three different options, including Wix and Shopify, David decided to use BigCommerce to build their new online store. But he and his team wouldn’t be going at it alone. With the help of BigCommerce agency partner Groove Commerce, they set out to create a site that would give visitors a customised, in-store experience while expanding on their existing ecommerce workflows.

“When it comes to deciding factors, stability was up there along with operations, where I don’t have to worry about the server's ability to work with such a rich array of APIs,” David said. “If we set up our store on Wix, we wouldn’t have the potential for any kind of real integration between our existing customer data and theirs.

“When we looked at Shopify, they had fairly good API documentation, but it’s nowhere near as rich and varied as the documentation from BigCommerce,” he continued. “When we were going through the discovery phase, it struck me that if we were going to migrate our store, and we want this to be the last time we do it, we had to go with BigCommerce.”

Using customer data to tailor the online shopping experience.

Now that they had selected a platform, they would be able to use the BigCommerce APIs to grow a tech stack that could relieve pressure from their internal teams. They were able to easily integrate their existing POS system and create a link between their physical store inventory and their online catalogue.

With these improvements, they’ve been able to take advantage of the wide array of customer data they have gathered over the years and can use it to improve their website. First, using the BigCommerce Advanced Promotions Editor, they are able to create customer groups from their database and provide them with discounts at specific times during the year.

By using the Klaviyo integration, they have been able to serve their online customers in ways they never thought possible. “Based on the customer data that we have,” explained Terry Moore, Operations Manager at Moore Brothers Wine Company, “Klaviyo can really synthesize that and make more personalised recommendations to our customers who may be shopping more online than in-store.”

Using Klaviyo, they have also set up abandoned cart emails to nudge customers to make their purchase. “We have recovered over a lot of sales using abandoned cart emails,” Terry continued. “The Klaviyo integration is really wonderful and easy to use.”

Custom functionality to process payments with ease.

One particular challenge the Groove team faced was, because the merchant operates their three separate locations as independent stores with three separate Chase Bank merchant IDs, collecting payments was a complex process.

To overcome this, the Groove team partnered with Soliant Consulting, Moore Brothers’ point of sale consultants, to create a custom integration with Chase Bank which enabled these types of transactions to take place. This unique integration had to be approved by Chase Bank. Now that it is complete, Moore Brothers can conduct business without changing their entire payment system.

Creating a robust customer experience online.

Most importantly, they have been able to build the right tools to create the kind of hybrid experience that they wanted for their customers. In their retail locations, customers aren’t met by glaring signs separating wine by type. “Instead, we talk to people about how they live and how they cook. What sorts of BYOB restaurants do they go to, and how do they use wine in their life?” David said.

Online, David’s goal is to describe to his customers not only the tasting notes, but also the people and places associated with their wines. “When we create a product page, it’s all wrapped up via API, so it goes up with all of our custom fields and has the tasting notes, the growers’ background, the maps, the label — all of this happens automatically,” he explained.