Morrisons has launched its first transactional e-commerce site, MorrisonsCellar.com, which focuses on selling a comprehensive range of wines. MorrisonsCellar.com offers customers a unique, personalised and enjoyable shopping experience.

The site includes: An interactive Taste Test allowing customers to discover those wines most likely to suit their palette via three simple questions; the case builder tool giving customers the ability to build and keep track of a mixed case of wine and integration with Facebook allowing customers to share information with their friends.

The new site was built on the same infrastructure as Kiddicare.com, (part of the Morrisons family) using WebSphere Commerce, Coremetrics, Endeca and advanced content management functionality developed by Salmon.

Since the site went live on average 15 per cent of site visitors are repeat customers and all KPIs have been exceeded – including visitors, conversion and sales.

Discussing Morrisons first venture into e-commerce, Scott Weavers-Wright, Kiddicare CEO of Kiddicare and Morrisons.com, says: “This is the first step in Morrisons branded e-commerce and will enhance the overall wine offering for Morrisons. It will also provide valuable lessons on business processes and systems which will support the launch of other web sites and multi-channel services. We knew that the underlying platform, WebSphere Commerce, and functionality would enable us to deliver the new site quickly and yet be scalable for the future.”

Ken Platt, head of multi-channel e-commerce delivery for Morrisons.com, adds: “Morrisons has a late mover advantage. By creating a scalable platform, focussed on user experience, the rapid roll out of further categories is certain and promises to set Morrisons.com apart from its competitors.”

Salmon provided a wide range of e-commerce services to design and implement the site and will provide 24/7 application support.

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