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Enhancing Online Customer Experience at Glengarry Wines: Insights and Recommendations

This analysis explores the online customer experience model of Glengarry Wines, New Zealand's largest family-owned liquor retailer. Founded in 1940, Glengarry Wines is known for its extensive selection of wines, beers, and spirits. While the website provides a positive virtual experience with an attractive layout and variety of products, there are areas for improvement. Recommendations include simplifying the order placement process, enhancing visibility of privacy and security information, and ensuring product availability is clearly communicated. This report aims to foster better online interactions and satisfaction among customers.

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Enhancing Online Customer Experience at Glengarry Wines: Insights and Recommendations

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  1. CUSTOMER EXPERIENCE MODEL ANALISYS:www.glengarrywines.co.nzBY OLGA KARPOVAPOSTGRADUATE DIPLOMA IN BUSINESSAPMG 8119: DIGITAL ENTERPRISE2014

  2. BUSINESSBACKGROUND largest family-owned liquor retailer chain sell domestic & imported wine, beer, spirits founded in 1940 by Joseph Yakicevich one of the first two, who got wine reseller license 18 retail stores in Auckland and Wellington A Family Guarantee: “…when buying online, I want to ensure that you're still receiving the dedicated service and care you'll find in any of our bricks & mortar stores” (JakYakicevich, owner) http://www.glengarrywines.co.nz

  3. INDUSTRY OVERVIEW NZ wine consumption: 20-21 liters per capita Distribution channels: supermarkets – 56% off-license – 21% on-license – 23% Liquor retail chains: Liquor Centre (120 stores) Super Liquor (110 stores) Online wine retailers: ~ 115 websites

  4. Consumer Experience MapModel of Online Purchase Experience and Behavioral Outcomes (Jin and Park, 2006)

  5. 4,0 Consumer Real Virtual Experience:Website design “+” Attractive & Informative Provides overall positive impression Easy to navigate Products are well-displayed Special offers, Videos, Wineletter link on the first page “-” Delivery, Privacy/Security Information is hidden in FAQ section “Click & Collect” video actually describes “Delivery” process “Error” pages “0$” items appear on top of the page Abundance of information

  6. First Page

  7. Product Category (Wine) Page https://www.youtube.com/watch?v=M4jDoRpQfgQ&list=TLW02d8K96j9213qDlgLiAAS3K5SNqE4vT

  8. 4,0 Consumer Real Virtual Experience:Merchandising “+” Huge variety of products (› 600 liquor brands) Supplementary products: Snacks & Soft drinks Glassware & Wine accessories Clearly divided into categories and subcategories Search filters Detailed Products description is provided Price discounts Wide Gifts selection & suggestions “-” No alcohol percentage data “Food match” information not everywhere “Brand” and “More” buttons’ confusion Some products are unavailable

  9. Product Description Page

  10. 2,9 Consumer Real Virtual Experience:Order Placement & Fullfillment “+” Additional options (gift packaging, courier instructions, etc) Next day delivery Secure packaging (Fragile products) “Thank You” e-mail “Free next delivery” notification “-” Complicated (6-page process) Registration is obligatory Confirmation e-mail is received after 4-7 min Delivery time frame is not specified

  11. Order Placement – page 1

  12. Order Placement – page 2

  13. Order Placement – page 3

  14. Order Placement – page 4

  15. Order Placement – page 4

  16. Order Placement – page 4

  17. 3,3 Consumer Real Virtual Experience:Communication “+” Blog, Wineletter, Videos Wine Testing Announcements Facebook, Twitter, Google+ links Personal account Favorite list option “Thank You” e-mails “-” Delivery time frame is not communicated Feedback is not requested directly

  18. 2,5 Consumer Real Virtual Experience:Security/Privacy Promotion “+” Website looks reliable Customer believe that their personal information is secured “-” Security/Privacy information is hidden in FAQ section Brief and incomplete “+” Discounted prices & Free Gift packaging Free delivery after first online purchase Monthly Newsletter with special offers 4,0

  19. Customers’ Response Outcomes

  20. Recommendations Delivery/pick-up options’ information should be easily found on the first page Order placement process can be shortened (less number of pages) “Quick Order” option is advisable Privacy/Security information should be easily accessible and available in full All liquor merchandise should contain alcohol percentage It would be advisable to provide “food match” for all liquors (wines) Products, which are currently not available should not appear at the top of the list to avoid customers’ confusion and frustration It would be beneficial to make gift certificate purchase available online Some sections of the website should be checked for “error” information displayed

  21. Thank you!

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