Online wine retailer everywine.co.uk is distinguishing between everyday buyers and connoisseurs in a radical redesign.
Everywine, part of Booth’s supermarkets, will be split into two halves, catering for the traditional supermarket browser, and the committed, focussed wine lover or collector. One half will remain everywine.co.uk, the other will be booths-wine.co.uk.
‘The booths.co.uk site will be a more traditional transactional site where people can browse and find something they might like,’ marketing director Chris Dee told decanter.com. The site will offer national access to Booths’ entire range of wines, available as mixed cases.
Everywine.co.uk site aims its 22,400 plus wines squarely at the serious buyer. ‘The homepage (pictured) will become effectively a search engine for people who know what they want, or at least the producer or the vintage of the wine they’re after,’ Dee said.
Everywine has also improved its links with leading search engines Google, Yahoo, Ask Jeeves, Freeserve and Altavista. ‘We’ve optimised the links so that using them to find what you want will immediately bring up an everywine listing,’ Dee said. ‘It will a unique facility, a sort of direct supply chain.’
The most noticeable feature of the new-look site will be its minimal homepage, showing a search engine and little else.
‘We’re not magazine publishers, we’re shopkeepers and we should stick to shopkeeping,’ Dee said.
En primeur features and how to sell and store wine will continue, however.
Everywine.co.uk was launched in 2000 by Booths Supermarkets, winner of this year’s International Wine Challenge award for best overall wine merchant. Everywine.co.uk is a decanter.com premier partner.
The redesign is expected to go live this month.
Written by Josie Butchart and Liz Hughes1 October 2002
