Precept Wines, the Pacific Northwest's largest private wine company, hired Bloom to assist with the transition from OrderPort to Bloom Commerce, powered by Shopify Plus. The first property to move to the new platform was their direct-to-consumer site, Associated Vintners. The multi-brand site offers many products from the Precept portfolio. It was functional, but the customer experience was dated and lacked an interesting brand story. A complete makeover was needed to stand out from other online bottle shops.
A NEW BRAND
Precept's talented brand team developed a unique and memorable name for the new site: OkSomm. The Bloom Studio design team worked closely with Precept while creating a complete style guide, including new fonts, colors, logos, and visual elements like icons and photography. The final website design direction was achieved by weaving the brand requirements and core mission to educate customers as part of the purchase decision process.
OkSomm's target audience is millennials. Knowing most customers would be using their phones, Bloom designed the website using a mobile-first approach. When viewing products, the purchase options and the Add to Cart button are pinned to the bottom of the browser view, ensuring they are always present without the need to scroll to make a purchase. More tapping - less scrolling - that was the goal.
The next design challenge was making the vast catalog easy to navigate. Our solution combined two strategies. The first was to build an intuitive mega-nav so customers could quickly jump to top-level product categories. Second, Bloom designed and developed a well-structured filtering system, which makes finding the perfect wine a breeze.
CLUBS, AND MORE CLUBS
The flexibility of the Bloom Commerce app allowed for OkSomm to offer two different club types. A traditional club where members receive four bottles every three months. Options include a red wine-only selection or an OkSomm mixed selection, which includes whites, rosés, and even sparkling wines. The Insider Club requires a yearly $39 fee but offers 15% off all purchases and free shipping. There is something for everyone.
BACK OFFICE INTEGRATION
Inventory management becomes an area of focus when you have close to 400 products. The Bloom Commerce development team worked closely with Precept's ERP partner and provided access to Shopify's powerful Orders and Inventory APIs. Then Bloom built a new Products API that allows the ERP to manage product specifications like ABV, Vintage, and variant size.