talking trade
Moving forward with the digital market CellarDine managing director Peter Dunne shares his website story
This is only the third time we have created
and redeveloped our website, so it’s a big deal for us to get this right and move forward in an engaging way with the digital market. Our previous site was simply outdated with old web technology both in terms of imagery, style and navigation.
The new site -
http://www.cellardine.co.uk/ - is much cleaner, easy to navigate and full of useful information and details of retail stockists. It’s designed to make it easier for consumers to know where to purchase our brand.
which is a patented ‘sleeve’ which gently warms red wine to the ideal serving temperature in minutes. It was the first of its kind and since its launch, we have sold over 2.2 million, which has helped me to create and develop additional new products around the world of wine. In the early days, I spent many hours driving up and down the UK in a very old British Leyland Montego chasing sales and undertaking demonstrations and staff training. Many of those customers today remind me of those initial visits with great fondness. Having distributed other people’s products in the past, I was determined to develop our own patented products to create our own identity, which was a huge learning curve. Working with China 21 years ago is nothing
C
like what it is today. We made mistakes back then but, with our own office now set up in Hong Kong, we are more experienced and are looking to improve all the time. As a family business we have to think outside
the box and look to create innovation in terms of product, shopping experience, quality and value for money. I want our customers - both retailers and consumers - to feel a part of what we do and be involved in our product creation, because without their support and co-operation we would not be here. I hope our new website, which officially launched on March 26, will highlight our progress in terms of quality and product offer.
Our first website was created 20 years ago.
As you can imagine, it was very basic, due to restricted web development at that time - plus our own product range was limited.
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housewareslive.net •
HousewaresLive.net •
twitter.com/Housewaresnews March/April 2020
ellarDine is a family business set up by me in 1999 with just one product: the Therm au Rouge red wine warmer,
“It’s a big deal for us to get this right”
We promote our key retail partners and create URL links to drive sales to retailers. Of course, there will be instances where some retailers will not be stocking a certain product or are out of stock. Only at that stage do we offer the consumer the chance to buy direct from our site. There is a banner on the site stating: ‘If you are unable to find the CellarDine product of your choice through any of our nominated retailers as it may be out of stock or not selected for sale, please contact our UK office for on (0044) 0-1256 345560 for further assistance.’ The site is also a great way to keep
customers fully informed of product development and potential promotions, press activity and education regarding the wine trade.
We also offer a wine tips booklet that can be downloaded. This is a simple educational booklet covering some of the technical terminology used in the world of wine that consumers often ask about. Customer feedback in-store regarding the booklet has been excellent, so we are carrying this across to our website.
The site will also feature details of up and coming store events, demonstrations, training and social media activity, all geared to helping our retail partners generate a higher level of sales on our products. The old site certainly paid for itself and we will monitor our trade customers’ progress daily to see how the new site helps to create demand and increase basket spend.
Our best sellers include the Rouge 02 wine
breather, ZapCap bottle opener collection, CaddyO bottle chiller, ChillCore, Therm au Rouge red wine sleeve and gift sets. We offer quite a few ‘table talking’ products
that cover the wine theme of opening, pouring, temperature, breathing and preservation. Therefore we’re in a good position to offer our customers the complete story regarding wine and accessories.
The new site will be monitored daily, with the news section updated depending upon what activity we are experiencing, or promoting. But again, it’s all about creating demand for our trade customers and directing consumers to where to purchase our brand. Was it a big investment? Let’s just say the sums involved are meaningful to us - and I hope will reflect our attitude towards our approach in supporting our retail trade partners in selling our brand.
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