Development of Online Catalog for Premium Alcohol Reservations
Maxxium Russia is the Russian division of the international alliance of two of the world's leading spirits companies, Edrington and Beam Suntory.
An outdated website with an unattractive design and an uninformative catalog. The clients had problems navigating through the positions and brands.
The website was not a touchpoint for the target customers — buyers of premium alcohol, and didn't provide opportunities for collecting their contacts and offering additional service.
- UX analytics and website redesign.
- Implementation of the MVP system in the project.
- PWA development for the correct website display on all devices.
- Magento implementation to manage the reservations.
- Elasticsearch integration.
We relied on the Baymard Institute's research in the field of UX to develop a new website design.
The target audience is well off connoisseurs of expensive high-quality alcohol.
As selling alcohol online in Russia is illegal, designers have developed an elite virtual club instead of an online shop, recreating a signature laconic design of the premium brands.
The "Submit a request" function
As of November 2019, customers still have no opportunity to purchase products directly on the Maxxium website. The "Submit a request" function allows them to get more detailed information about the manufacturer and the drink: blend, taste, aging, price per bottle, the opportunity to make a reservation at the nearest or selected sales points.
The function was added to Magento and the Mindbox CRM system, and the corresponding button was added to all product cards. This function allowed Maxxium Russia to access the target audience and collect their contact information to develop club offers.
The PWA technology enables the development of an adaptable front.
PWA allows Maxxium clients to comfortably interact with the website using all types of devices and saves all useful information from the home or inner pages. As the user switches between the desktop and the tablet, the necessary pages and useful information do not get lost.
Magento 2 platform is central to the new Maxxium architecture. Its functionality covers the client's needs for information management and storage, as well as the integration with the necessary working mechanisms and tools.
After changes in the legislation, Magento 2 will allow creating a full-fledged B2B portal based on the existing website and catalog.
Users will definitely be able to find the catalog items they are looking for: by brand, type of a drink, or a manufacturer — even if they made a mistake or a misprint in the search bar.
Elasticsearch, the most functional and popular mechanism for storing and searching data, was selected as the tool.
The work is in progress
We also plan to create a portal for B2C and B2B trading based on the current website (after the adoption of the law allowing to sell alcohol on the Internet), and the integration with partner retailers' SAP .
About our work
"We have been working with kt.team for more than a year now and during this time we've made great progress — from a quick launch of a small website to developing an introductory catalog and several integrations. The team respond expeditiously to our requests and changes to the specifications, together we tested several hypotheses and selected the most effective variants.
I cannot say that we have a high-load project, as our catalog is relatively small compared to other projects that kt.team implements. But we have a specific audience with high demands to focus on, and we are limited by the existing legislation and the specifics of our sector. Nevertheless, despite the obstacles, we managed to create a joint project with an up-to-date design and functionality that is convenient for both users and employees of Maxxium.”
Andrey Ivanov, head of the digital transformation department at Maxxium