The Wine Merchant issue 97

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THE WINE MERCHANT. An independent magazine for independent retailers

Issue 97, November 2020

Dog of the Month: Poppy The Jolly Vintner, Tiverton

Web sales set for festive boom as indies focus on e-commerce Many merchants are already reaping the rewards of investing in their websites at the time of the first lockdown

T

he independent trade is gearing up for what could well be its

busiest-ever online sales period.

After a year in which e-commerce has

boomed for many merchants, indies have

already reported an upturn in web activity as the Christmas season approaches. Many independents are reaping

the rewards of putting extra time and investment into their websites.

Carl Evans, manager at Saxtys Wines

Secret Bottle Shop in Hereford, says:

“The website is sort of the jewel in the

crown before Christmas to make it easier for customers to see what we’re offering

and give more exposure to the extra things we do, such as Zoom tastings.

“We assumed there would be a second

lockdown, or at least further restrictions,

which would mean that people wouldn’t so easily be able to come into the stores. It’s

been a big project but it’s something we’re

very excited about.”

York Wines has “already done quite a lot

of Christmas gifts for people, particularly

from abroad,” says co-owner Alex Edwards. “When people who have friends and family in the York area are thinking of gifting, we come up in their online searches, so they order from us. We do have some really

great customer reviews on our website.”

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“During the first lockdown we decided

to close the retail space and focus online, which took off dramatically.

“Our online presence was already quite

strong and now we’re focusing on letting

people know that we are delivering all over the UK for Christmas.

“I think people are worried that they’re

not going to get their Christmas shopping done in time, especially if the lockdown continues beyond the first few days of

December. So our message is ‘fear not, we will get you your gifts’.”

Theatre of Wine in London has made a

“significant capital investment” in its new e-commerce platform. “Before, we got by pretty well through handling things over

email and phone, but this is really designed to make it a better experience for our

customers,” explains director Jason Millar.

Lucy Chenoweth (left) and her team are celebrating because The Old Garage Bottle Shop & Deli is opening its second branch, this time on Cornwall's north coast. Read the full story in our Comings & Goings section on page eight.


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