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Retail review – Majestic Wine

As customers and retailers look across all touchpoints rather than siloed channels, so IR retailer reviews look at the entire retailer’s eco-system of website, mobile, the use of digital in store and their overall strategy. Longer in-depth analysis of the four areas can be viewed online at This issue our reviewers examine Majestic Wine .



We often look at retailer challenges from the perspective of technology – how can we improve this, enhance that or 3D print the other? However, as is often said and rarely applied, the success is not in the technology but in the customer experience the technology supports. Developing multichannel experiences can often fall down at the point where the channels are connected technically but the people and processes to tie it together are not in place. Majestic has started its multichannel journey from a position of strength; building on a model where the relationship between the customer, store, staff and central distribution is already in place and digital can do what it does best – enhance and grow the business model in new, exciting and engaging ways, without breaking it.

Read the full review here.



The most complex aspect of any wine merchant site is going to be presenting the huge range of wines to the user in a way that is intuitive and useful. Majestic have opted to allow visitors to search wines on a number of facets, which is to be commended. However, too many of these have been promoted up from the faceted navigation to the primary navigation and substantial mega-dropdowns, which means that the user is presented with many routes into the wine listings, while many competitors opt for a simpler “Browse Wines” entry point. The descriptions of the wine are well-presented and allow for cross-searching based on various aspects of the wine. However, given my task of choosing wine for an upcoming dinner party, there was a noticeable omission in food/wine pairings and being able to search by type of dish. The check-out process worked well, particularly the intuitive address fi nder, though the concept of delivery/collection from a local store may throw some visitors slightly. Overall, a visually pleasing and usable site, though probably a bit more complex than necessary.

Read the full review here.

MOBILE 19/25


The user experience is overwhelmingly positive – easy to fi nd, navigate and use, comprehensive and enjoyable. Whilst rich in product detail and providing excellent customer service, Majestic Wine is in the business of selling wine in a very competitive sector. That’s clear to see throughout the site. Critically, the tone of voice is appropriate, and the incentives are appealing – whether providing regular prompts to pull customers in-store, or selling online with providing a hassle free check-out and payment process. This is what mobile and tablet based retail is all about. I wonder if Majestic will share this great resource across their retail outlets by giving store staff iPads? And roll out WiFi to encourage inshop browsing?

Read the full review here.



Having just re-launched their website with the help of Javelin Group, Majestic are yet to turn their hand to the use of digital in their stores. To date, the in-store experience has very much been about best-in-class customer service and deep wine expertise delivered face-to-face via highly skilled staff rather than a reliance on kiosks or any sophisticated in-store technology. Hence the score, which is based on technology use, is lower than the cross-channel customer experience deserves. Digital is starting to be incorporated into stores through mobile, as product labels promote QR codes that link to the new website, where customers can view product details and access a wealth of online customer reviews. The business is already fairly multichannel so customers can order using Click & Collect as well as order in-store for home delivery (through the existing retail systems). Customers can also select their local store while browsing online so that offers and products presented are consistent should they visit their local branch.

Read full review here.

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