One could argue that simply updating the color scheme on Kramer’s former website would suffice, but we were seeking more than a facelift – the new website needed a transformative change
Our goals were to have the design of the website match the elevated brand and drive e-commerce in a cost-effective way. We collaborated with Vin65, an online platform designed to host winery websites including ecommerce, wine club management, customer relationship management and content management. We were particularly drawn to the company’s customer service, which received raved reviews during our diligence process.
Below we outline five key changes that significantly elevated Kramer’s online presence:
1. Create an Active Home Page: www.kramervineyards.com
Kramer’s newly designed site utilizes compelling imagery and a photo reel to visually communicate the brand and its marketing message. The feature widget allows the website to constantly update with focus products and specials.
2. Organize Your Wine Shop: www.kramervineyards.com/Our-Wines
3. Let Your Photos Do the Talking: www.kramervineyards.com/History/The-Estate
What better way to communicate the history of the property, the events, and the Kramer Vineyards experience than through compelling imagery? We incorporated several slideshows on the Kramer Vineyards site to showcase events, the people behind the brand and historic photos of the property, underscoring the history of the brand.
4. Make it Easy for Customers to Find Your Wines: www.kramervineyards.com/Wines/Find-Our-Wines
A key to facilitating sales is to list where your customers can find your products. E-commerce still represents a relatively minor sales channel for wineries.
According to Wine Business Monthly’s 2011 Direct to Consumer Survey Report, e-commerce accounts for less than 10 percent.
So creating strong pull-through is both about getting people to the tasting room and making it easy to find your wines at accounts.
With Kramer Vineyards, we incorporated Vin 65’s business finder application, which features a location search feature. Customers simply search by city and state or enter in a zip code to find wines closest to their area. This involved some data entry -- uploading all of Kramer’s trade account information into the system, but the result avoids creating a large list of accounts.
5. Welcome the Trade: www.kramervineyards.com/Trade--Media
A simple trade page is a must, even for brands without distribution, because this is the first place media tend to visit when looking for information. Instead of contacting the winery for a logo to promote in a story and waiting for a response that may never come, a writer can easily navigate to the website and download all the visuals he needs. This can be the difference between being included in the article and being left out. And if you have distribution, this page serves as the go-to site to find all marketing materials needed to assist sales.
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