November 23, 2015, 2:49 PM

Wine.com toasts its mobile shoppers with a new site

Thankful for fruitful mobile web traffic, Wine.com launches a new mobile-optimized, e-commerce site.

Lead Photo

Wine.com is raising a glass to its mobile customers.

With mobile traffic continuing to grow—now accounting for 50% of Wine.com’s total web traffic—the e-retailer decided to re-launch its mobile site. Wine.com is No. 273 in Internet Retailer’s 2016 Mobile 500 Guide.

“We launched the new mobile site in response to rapid growth in mobile traffic and revenue,” says Peter Elarde, chief marketing officer. Mobile revenue for Wine.com is up 55% year over year comparing April through September 2015 to that same time period in 2014. Of the 50% mobile traffic, 40% is via smartphones and 10% via tablets, Elarde says.

Noticing the mobile surge, Wine.com reached out to its customers to learn when and why they use their smartphones to visit Wine.com. The retailer learned consumers access Wine.com  via smartphones  as a quick way to look up a wine they are drinking, to choose a glass or bottle, or to remember which wines they like, Elarde says. This explains why mobile traffic increases on the weekends and in the evenings, when consumers are more likely to be out enjoying wine, Elarde says.

“People will add a wine to their mobile cart on Saturday night, then come back on their phone or computer on Monday to finish their order,” Elarde says.

To help consumers complete these tasks on a smartphone, Wine.com relaunched the mobile site with a new menu for browsing, detailed product pages and personalized recommendations on the home page.

The navigation menu lets consumers browse wine by grape type, region, price and rating. For example, shoppers can look for all bottles that fall into the category, Pinot Noir from California/Russian River, with a price range between $20-$40 and a rating of 90+ points, Elarde says. Shoppers can further filter wines by popularity, vintage, ratings, price, savings and top-rated.

Also new to the mobile site is a large picture of the wine’s label on the product page that helps consumers get familiar with the wine’s look in case they are looking at wine at a store. The product page also includes details of the wine, such as description, price, availability, winemaker notes, professional ratings and reviews, and information about the winery. It is all on a single page so that shoppers can scroll through without needing to load several separate pages. On the previous mobile site, the information was there, but in different tabs so it wasn’t as easy to view and find, Elarde says.

Also new to the home page is personalized recommendations based on wines a shopper has previously purchased or rated. Wine.com also plans on adding customer-requested smartphone alerts within the next month. On the page where shoppers rate a wine, the consumer will be able to request an alert when the next vintage is released.

Wine.com designed and developed the new site in-house. Elarde declined to provide costs or how long the new site took to build.

Wine.com plans to relaunch its desktop site next year using responsive web design. Responsive design is a format where the site automatically adjusts to the screen size a consumer is viewing it on, so Wine.com’s new mobile site will eventually be the basis for the site consumers will see across all devices, Elarde says.

Sign up for a free subscription to Mobile Strategies 360, a newsletter reporting on how businesses in all industries use mobile technologies to communicate with and market and sell to their consumers. Mobile Strategies 360 is published by Vertical Web Media LLC, which also publishes Internet Retailer, a business publication on e-retailing.

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