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IRUK Top500 The Customer Report: 2018

IRUK Top500 The Customer Report: 2018

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Majestic Wine enlists technology to offer customers hyper-personalised experience

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Majestic Wine is using technology to deliver a hyper-local, personalised customer experience.

The wine company has expanded its use of SDL’s customer experience cloud, adding SDL eCommerce with the aim of improving website search and navigation and improving merchandising. Through SDL Campaigns, it aims to segment its customer database and use customers’ product preference, location and local store stock to deliver relevant offers. It can also show products likely to appeal to specific customers, based on location and behaviour.

Richard Weaver, ecommerce director at Majestic Wine, (pictured) said: “This technology is helping us to raise the bar in such a competitive marketplace. We believe relevancy and personalisation is key to rising to the omnichannel challenge. We want to offer the best possible customer experience in-store and online, and working with SDL allows us to step up to this challenge.

“Take sparkling English wine, which is popular at the moment, as an example. Because of the integration between our website, our stock system and SDL eCommerce, we're able to offer our customers in Tenterden a broader range of wines from the local Chapel Down winery than we offer nationally, because that's what's in stock locally. This means we avoid something retailers dread – customer ‘out of stock’ disappointment. This also helps us to further showcase the in-depth knowledge we have of the wines we sell by providing the right product to the right customer at the right time online."

Mark Lancaster, chief executive and founder of SDL said: “To compete and differentiate in online retail, the silver bullet is to create a unique online shopping experience that is tailored and personalised to the context of shoppers and shopping scenarios. Doing this using an omnichannel approach that connects online and offline seamlessly, is the crux of great customer experience. We’re delighted to be partnering with such a successful and forward-thinking household name in the UK on such exciting projects.”

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