Hentley Farm Wines

Hentley Farm is a boutique winery located amongst the hills in the Barossa Valley, South Australia. Their business objectives of increasing online sales and customising the membership experience were to be realised through a new digital ecosystem. Milestones of Phase 1 (phase 2 coming soon) were defined as the delivery of a customer facing ecommerce website, a membership portal that provided a personalised experience to the user, and finally, an internal point of sale system that met the niche requirements of the cellar door.

Photography supplied by Hentley Farm

The core UX challenges were to increase conversions through the front end ecommerce website, streamline touch points for the member experience and increase backend efficiency for the operations and cellar door staff. Simple, right?

From early sessions with the Hentley Farm team, it was clear that a refined digital brand experience was imperative to the outcome. Every touchpoint and every journey was to embrace a silky smooth user and brand experience to capture the prestige of Hentley Farm.

With multiple user groups, we needed to understand more about the target audiences to create an IA and platform that allowed for their varying needs. User groups varied from loyal members and new customers through to internal operations, restaurant and cellar door staff.

Communicating the prestige of Hentley Farm was a core focus of the creative outcome. The brand essence was to be captured through a highly visual experience, showcasing imagery and videography of the winery, cellar door and product.

The member experience was tailored to the individual where previous brand engagement and shopping history were captured and made accessible to Hentley Farm staff for future online and cellar door experiences. Said information, was to be accessible from the backend operations system and point of sale. A tailored experience was established through personalised messaging and promotions.

Members were also given the ability to build personalised subscriptions of their favourite wines at their chosen frequency. That way, the member would never run out of their favourite Hentley Farm wine. For Hentley Farm, it meant increased online conversions and cellar door sales.