Bob Betz started his career in 1975 as a winemaker for Chateau Ste. Michelle, one of Washington State's original wineries. He and his with Cathy opened Betz Family Winery, a state of the art winemaking facility in 2005 with "family" at the forefront of the brand. That long history needed to be presented online along side the company's core values. Betz turned to Bloom for a full website redesign, as well as migrating the online business to Shopify Plus, a platform that will support their goals to grow their DtC sales.
High-touch Member Signup
The first objective was to increase membership signups on the website. Since Betz is an allocation membership, they did not require Bloom standard signup form. They needed something simple that required little effort by their new members. Our approach was to reduce to signup form to only the required fields, then to include that form on every page of the website. This insures that all visitors will see the form, and the high-touch experience makes every Betz member feel welcomed and supported.
Purchase Your Allocation
The wines produced by Betz are highly sought-after. Many vintages are hard-to-get. A traditional wine club model does not work for them since demand is greater than supply. A proper allocation style membership was implemented using Shopify's powerful content management system and Bloom Commerce. Our team worked with the client to define requirements, map out the customer journey through the log in and purchasing process, then implemented a mobile-friendly experience that made checking out as seamless as possible.
In order to tell the full Betz story, the content architecture needed to be both broad and deep. This required the Bloom Studio team to get creative on how to make the website navigation intuitive and easy-to-use, especially on mobile devices. We chose to implement a "Mega nav" with allows for better categorization of sub-pages, along with the opportunity to do some visual storytelling. The navigation features Untold Story, and Giving Back, two important programs that showcase Betz's commitment to community and their mission to create "Wines with a purpose." Now, visitors have easy access to their deep catalog of library wines, accolades and ratings.
SUNU, a Sister Brand
One of the many reasons Betz chose Shopify Plus is that you can create sub-brand sites using your existing contract, without any extra monthly charges. SUNU is a Pinot Noir-focused brand that can be purchased online or in the Betz tasting room. Our Bloom Studio team re-designed the old SUNU website in a way that kept the core components of the visual brand, focusing on the rich, earthy colors and photography-forward content. The primary goal of the SUNU site is to sell wine online. Our strategy was to showcase the seven wines on the homepage, allowing for quantity and add-to-cart actions on each wine. This reduces friction for the customer, letting them know SUNU wants to make the purchase experience as easy as possible.