01 CASE STUDY Overview
Fogarty Wine Group is the family business behind some of Australia’s most loved wineries.
Their portfolio includes household brands such as Dalwhinnie, Deep Woods Estate, Evans & Tate, Lake’s Folly, Lowestoft, Millbrook, Smithbrook, and Tasmanian Vintners.
The business knew there was a big opportunity to develop its ecommerce capability and grow its share of direct to consumer online wine sales which exceeded $100 million in 2018-19.
We were engaged to help Fogarty Wine Group develop create a best-in-class online shopping experience and websites for its family of eight brands.
Fogarty Wine Group
Strategy, Experiences, Marketing, eCommerce
02 The Challenge
Initial research into how people shop for wine revealed most of choose wine we learned most of us find one or two bottles we like, shortlist them and return later. More adventurous drinkers, however, spoke passionately about the pleasure of discovering something new. Our first challenge was how to create a seamless wine buying experience that also encourages and aids the discovery of new wines.
Our second challenge was how to create a brand experience that is both unified and differentiated. This meant making sure each brand – from Evans & Tate to Millbrook – was distinct and true to its heritage while also being a part of the Fogarty Wine Group.
The final challenge was ensuring the solution was underpinned by best-practices in user experience and SEO, with a technical foundation that can grow alongside the business.
03 Our Approach
With a sound understanding of our target audience and customer journey, we started the project by conducting thorough keyword research, which we used to inform the inform the information architecture.
To meet the ecommerce goals and ensure the platform can grow alongside the business the decision was also made to build the store on Shopify. This included access and integration of several apps to help personalise the user experience and meet business needs.
Our approach to designing nine websites was to make each website as similar as possible, while remaining as different as necessary. The result was conceptual designs that brought the brand to life across the nine domains.
04 The Outcome
Fogarty Wine Group successfully launched their online store and brand websites this month. We took the liberty to test the shopping experience ourselves and currently enjoying a mixed case. You should too!
Check back soon for updated ecommerce performance.
Visit Fogarty Wine Group