Bringing the Best of In-Store Retail to Digital Commerce
More than six years of partnership connecting physical retail, digital convenience, and continuous innovation.
Binny's Beverage Depot is a family-owned retailer and the Midwest's largest seller of fine wines, spirits, beer, and cigars. Its business was built on long-lasting relationships, clear communication, and trust, with 46 stores that each carry the personality of the neighborhood they serve.
46 stores. One connected experience. Still evolving.
The Partnership
Bringing that experience online meant more than launching a website. Binny's needed digital commerce that connected every store, respected the regulations that govern alcohol sales, and gave its own teams the tools to manage the experience as the business grew.
Binny's chose Luminos Labs for our ecommerce expertise and our ability to extend Optimizely to fit the way its business works. More than six years later, we're still working side by side.
Making Every Store Part of the Digital Experience
The digital experience starts with the store. A geolocation-powered store locator matches customers to their closest location, while still letting them choose the store they prefer. From there, customers can build multiple wish lists that sync with the Binny's mobile app, so a list started during the day is ready when they're shopping in the store.
Luminos connected online shopping to store-level inventory, so customers can check availability on the product page and compare it across stores. Because shipping alcohol is regulated, the product page also makes clear whether an item can be shipped.
Pricing follows the same store-aware thinking. Checkout logic always extends the best possible price to the customer, weighing sale pricing against detailed quantity discounts. A new payment gateway supports credit card processing and taxation that reflect where the customer is buying.
Continuing to Innovate Around the Customer
The launch was the start of the relationship, not the end of it. Luminos continues to work with the Binny's team, shaping improvements around customer feedback and data, including features like search within results that came directly from the people shopping the site.
As customer expectations have changed, the partnership has grown with them, always with the same goal: make it easier to shop Binny's the way each customer wants to.
Smarter Discovery
Product discovery and personalized shopping that help customers find the right bottle.
Same-Day Delivery
Delivery connected to Binny's existing storefront, so convenience fits the way customers already shop.
Continuous Modernization
Ongoing platform modernization and optimization that keeps the experience current.
A Partnership That Keeps Moving
For more than six years, Luminos Labs and Binny's have worked together to make the customer experience more convenient, give Binny's teams greater control over their digital experience, and evolve the technology alongside the business.
Binny's can rely on a scalable architecture that adapts as the business does, and we're proud to keep building it together.
Your Business Is Complex. Your Digital Experience Doesn't Have to Be.
We help retailers connect their systems, stores, and customer experiences through technology built around how their businesses operate.