01/09/2009

By Scott Thompson

everywine.co.uk has implemented Locayta ESP technology to underpin its merchandising strategy on its website, which has just been relaunched.

everywine.co.uk, listing over 40,000 different wines, is owned by regional food and drink retailer Booths, which has 26 stores in the north of England. Stephen Dowd, operations director, comments: "We are very different from typical online wine merchants or supermarkets. Instead of selling just a few brands at the keenest possible price, we sell thousands of different wines from around the world, often appealing to knowledgeable buyers who know what they are looking for. However, our general search engine and merchandising strategy wasn't working for casual buyers. These people, looking for more popular wines by the bottle, not the case, were not being catered for and were subsequently turned off by the site."

"To address this problem and increase ROI from our search engine marketing, we chose Locayta's ESP merchandising platform to maximise our website performance. Now Locayta recognises these casual buyers by the type of wine they search for and artificially boosts wines sold by the bottle so the user is more likely to make a purchase. This is just one example of its ability to intelligently gather and personalise information about the customer and use it to good effect to boost sales. Early indications of its effectiveness are already showing uplift in revenues."