Challenge:
With a portfolio of more than 4,000 wines, distributed to over 4,000 wine shops and retailers throughout the country, Winebow wanted to include a significant breadth of content and data in their new Web site. The company almost doubled the number of product pages from their old site by adding Spirits and Sake to an already extensive wine portfolio. The database feeding the site had to be just as well structured, allowing new vintages or wines to be added quickly, while ensuring ongoing, consistent formatting.
In addition to this organizational challenge, IMA had to construct a site that any user could successfully navigate, whether they were a long-time customer and connoisseur or new to selecting and tasting wine.
Solution:
Integrating and extending the content management system was vital to the success of the new Web site. IMA employed the versatile Ektron CMS400.net and customized the application as required by Winebow’s complex content management needs. An intuitive navigation scheme provided a natural flow through the content, which revealed itself organically to the user. Winebow.com’s dynamic navigation utilizes drop-down menus, content rollovers, tab controls and breadcrumbs to help users find their way through what might otherwise have been a daunting site.
IMA took advantage of the Ektron CMS SmartForms in order to allow Winebow users to quickly and easily add and update content. SmartForms let staff members add images, add or change right-side content blocks, create cross links and update menu items in a centralized location. These forms also adhere to a standardized template, supporting the Winebow brand identity. Different SmartForms were utilized in the extensive portfolio section, for product reviews and awards, and in the Press Room and Careers sections.
Result:
IMA and Winebow created a stunning Web site that showcases the company’s ever-expanding product portfolio and increases site visitors’ understanding of a broad spectrum of wines, spirits and sakes. The Ektron CMS made it possible for Winebow users to structure a massive amount of content while maintaining and publishing up-to-date information on new wines and vintages.
An extensive product locator, seamlessly integrated into the site, allows users to search for favorite wines available in local restaurants or at a nearby retailers. Trade Tools allow Winebow distributors, restaurants, and wine shops to download point of sale materials for their imported products. And features such as Leonardo’s Spotlight and the Wine & Food section enhance the wine, sake, and spirit experience for all who visit
www.winebow.com.
