A deeper look,
Binny’s determined that the best way to help their omnichannel experience was to create simplicity for their end customers and focus on building tools that were easily managed internally and could scale up with their needs. The key features they decided that would best help this experience were related to their inventory, pricing and search functionality.
The omnichannel and digital experience started with expanding on their Store Locator. The geolocation component allows the store locator to match users to the closest store, and if they preferred a different store to give the customer the opportunity to manually select the store of their choice.
Once the store was determined, a customer could build on this feature that allows them to create multiple wish lists within the site. The wish lists also automatically synced with the existing mobile app to allow for the customers to add items to their wish list during the day, then ensure they have access to those lists as they are on the go and even while shopping in the store.
In the past, Binny’s faced inventory issues when trying to look at store-specific inventory levels. The previous experience would not allow for a call to inventory until they were ready to checkout which made the online shopping experience very cumbersome. The new experience allowed for customers to check inventory directly on the Product Detail Page (PDP) and quickly cross-check availability across multiple stores. The PDP also included specific functionality that highlighted if a product was available for shipment or not since there are many additional regulations that need to be considered when it comes to shipping alcohol in the United States.
Another important feature that was the result of direct client feedback was the ability to have a “search within results” function within the search results page. For example, if a customer were looking for a specific wine, they could parse their search down even further to get the exact wine that they were looking for.
With the new solution, Binny’s was also able to put in pricing logic that always extended the best possible price for an individual customer when it came time to checkout. This includes logic for items on sale and comparing them against quantity discounts that can get very specific and granular.
Finally, an important aspect of the overall eCommerce solution was the implementation of a new payment gateway (Cybersource) that allowed for credit card processing and taxation to reflect the appropriate region that the customer was purchasing.