The Macallan, Scotland’s most famous luxury global whisky brand required a solution to sell directly to consumers.
For years whisky brands have been in a unique position. Demand out strips supply and this is especially the case for The Macallan. However, there is a real desire from the brand to engage with its consumer base in a more personal and direct way whilst also maintaining a profitable revenue channel.
Our lead consultant carried out a business analysis of the existing online brand shop. The results were clear, there was a steady stream of traffic to the shop but not enough focus from the brand on the correct merchandise or the ability to sell whisky internationally. The first step was to redesign and build a new shop for The Macallan. After carrying out full research looking into Demandware and Magento, the latter was chosen. Our role was to engage with a supplier to scope, plan, design and build a new fully responsive shop ensuring a much improved user experience as a key deliverable.