Transforming the online retail experience for Robinsons and creating beautiful simplicity across more than 300 pub sites. We call it "brewing up a storm".
Robinsons Brewery is a 180 years old and well established brewery in the North West of the UK. It has a network of 300 pubs, selling the company’s beer.
The main goal for the company was to raise awareness of the pubs and optimize profitability with increased online sales of beers, merchandise and tours.
Robinsons Brewery had 8 separate websites to represent different parts of the business, which were based on different CMS. Besides that, 300 pubs had different ways of promoting their drinks. That created a need to combine all the information together. Also, the lack of security on the website leaded to multiple hacks.
Another challenge, that the website faced, was missing availability of booking tours and adding different products to the same basket. Also, it was not mobile ready.
Mando created a website, which combined 8 different websites into one, by using Sitecore. uCommerce was chosen in order to provide the stability and scalability of the website, required for the next growth period.
The new Robinsons Brewery’s re-engineered website had a mobile 1st approach. Text was replaced by images and shopping process was simplified by reducing the number of clicks before getting to an actual checkout. Also, PayPal was added as the payment process provider.
By also using uCommerce as a booking system for the tours, we eliminated the need for an external system.
The transformation of the website allows for cross selling and up-selling and 300 micro sites of the pubs to promote their beers with a common theme from a central point from head office.
Since the site went live, a number of visitors increased by 120%. Campaigns are seeing a 50% increase on a monthly basis. Sales on black Friday compared to the previous year were up by 690% and last, but not least, Robinsons Brewery website wins two Sitecore Experience Awards: "Best use of commerce" and the overall "Site of the year" - both in 2016.