The Problem
Far Niente is an established winery offering some of the world's most premium wine. The brand is known for their captivating content and driving loyal customers through their wine club memberships. However, there was an opportunity to connect commerce with content and to better capitalize on the dichotomy between driving ecommerce and utilizing the website to drive traffic to the vineyards themselves.
Far Niente’s goal was to forge ahead in the winery space by optimizing their ecommerce experience with the goal of continuing to hero their namesake brand, Far Niente, while also creating a store that amplifies the uniqueness and value proposition of each of their additional five brands under their family of wines. Far Niente wanted to further establish their website as both an ecommerce channel and a vehicle to captivate the audience with ample content to entice visiting the vineyards.
The Solution
Create a multi-faceted strategy that married both content and commerce for the Far Niente team. Considering the extensive nature of this process, there were many factors to consider when updating: ease of shopping between brands, technical SEO implications and overall shopping experience, especially as it relates to mobile.
We focused on the foundational component of streamlining the mega-menu structure to combine all brands under one roof of the family of Far Niente brands. Secondly, we revised the brand’s unique positioning to optimize the marriage of content and commerce by optimizing conversion on key landing pages such as Wine Club and Memberships.
