Majestic Wine delivers local, personalised customer experience with SDL

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SDL today announced that Majestic Wine has expanded its use of SDL’s Customer Experience Cloud to include multiple solutions by adding SDL e-commerce.

As part of Majestic Wine’s wider omni-channel strategy, SDL’s technology improves website search and navigation, enables smarter merchandising, and ensures Majestic Wine can continuously and consistently deliver campaigns and experiences to its customers in a more relevant way, the company claims. Customers now have a seamless online experience, as Majestic Wine is able to replicate in-store personal interactions, which increases customer satisfaction and loyalty.

Majestic Wine is also driving online personalisation and relevance by using SDL Campaigns to segment its customer database and take advantage of data provided by customers such as their product preference, location or local store stock, and then deliver relevant offers to its customers via their preferred channel and device. The technology syncs and integrates with Majestic Wine’s e-commerce product catalogue and customer data to give shoppers personalised experiences, unique selections of offers or compelling promotions like free tasting offers based on the geo-location of customers in relation to the local store.

With SDL, Majestic Wine can now show products that are likely to appeal to specific customers based on location and behaviour. With smarter merchandising, the company is able to take what they know about their shoppers, blend it with product and business data, and offer the shopper the most relevant wines and best-performing merchandising campaigns to drive conversion rates and sales. It’s also much easier for customers to find and discover the wines they want and for the Majestic Wine e-commerce team, it’s also faster and easier to optimise the experience.

Richard Weaver, e-commerce director at Majestic Wine, said: “This technology is helping us to raise the bar in such a competitive marketplace. We believe relevancy and personalisation is the key to rising to the omnichannel challenge. We want to offer the best possible customer experience in-store and online and working with SDL allows us to step up to this challenge.

“Take sparkling English wine, which is popular at the moment, as an example. Because of the integration between our website, our stock system and SDL eCommerce, we’re able to offer our customers in Tenterden a broader range of wines from the local Chapel Down winery than we offer nationally, because that’s what’s in stock locally. This means we avoid something retailers dread – customer ‘out of stock’ disappointment. This also helps us to further showcase the in-depth knowledge we have of the wines we sell by providing the right product to the right customer at the right time online,” he added.

Mark Lancaster, CEO and founder at SDL, said: “To compete and differentiate in online retail, the silver bullet is to create a unique online shopping experience that is tailored and personalised to the context of shoppers and shopping scenarios. Doing this using an omnichannel approach that connects online and offline seamlessly, is the crux of great customer experience. We’re delighted to be partnering with such a successful and forward-thinking household name in the UK on such exciting projects.”