- Automatic IP Detection
- Integration with ERP System
- Beautiful Design and Layout
- Real-Time Search Functionality
- Seamless User Experience
- Streamlined Checkout Process
- Integrated Payment Gateway
- Product Comparisons and Customer Reviews
- Social Wall
Automatic IP Detection
From the get-go, the site is optimised to automatically detect a customer’s IP address and tailor the entire experience to the customer’s region, ensuring that products seamlessly display in the customer’s own currency. Previously, customers would arrive at a landing page where they would need to select their region manually from a checkbox before they could continue. Now, when customers enter the site, they are immediately immersed in The Grainfather’s products and brand.
Integration with ERP System
The Grainfather’s Enterprise Resource Planning (ERP) system controls all of the back-end business processes, including orders, order fulfillment, and stock availability, but was never linked to the previous website. As with any craft beer, it’s the nuances and behind-the-scenes decisions that make a beer extraordinary … especially so with the new site’s integration into the back-end ERP system. The e-commerce site and ERP system are now linked in real-time to create orders, update inventory, inform warehouses, and ship to customers.
Because this is all automated, human error has been eliminated, ensuring that customers are given accurate information, and drastically reducing the time from order to fulfillment. The ERP integration has also made the site completely scaleable, so as The Grainfather grows from the existing 5 regions (New Zealand, USA, UK, Australia and Europe) into Canada, China, South Africa and more, the website will scale with growing global demand.
Beautiful Design and Layout
Attractive design and layout increases the perceived value of the products, and works to make the website (and the business) seem more trustworthy. Visuals are a critical factor in making a good first impression and influencing purchase decision, and the new website was redesigned with a clean aesthetic, high quality product photography, a minimalist layout that showcases products, an easy well-organised navigation, real-time search functionality accessible everywhere on the site, and featured deals placed front and center in a rotating slot on the homepage.
Real-Time Search Functionality
The real-time search functionality gives the customer instant results as they type – products and prices, categories, and page results. Customers can instantly ascertain if what they’re looking for is in stock and what it costs without having to navigate away from where they are within the site.
Seamless User Experience
A positive user experience plays a huge role in returning customers and future purchases. The new site has a simplified information architecture and convenient quick links to streamline the checkout process.Every call-to-action button on the site is colour-coordinated and animated to create an uninterrupted journey to purchase, with the entire process finely crafted to drive conversions. Most importantly, the new design is responsive – for anywhere, anytime access, on any device.
Streamlined Checkout Process
When customers add their purchase to their shopping cart, the quick link button changes from yellow to blue, with a unique 5-second timer that prompts customers to click through to their shopping cart for immediate checkout, minimising cart abandonment. The checkout process is a seamless, single-page parallax, with every checkout step on the same page so that customers are faced with limited decisions to make, and don’t have to click ‘back’ to change any details.
Integrated Payment Gateway
Whereas most e-commerce sites interrupt the user journey by leading users to a separate payment gateway (inciting security fears), the new site has integrated the payment gateways into the site, eliminating any friction, so that customers never have to leave the site.
Product Comparisons and Customer Reviews
Information is critical in any purchase decision, and customers can now add products to a comparison list to analyse the specs of products alongside each other. Each product, from the kegs to the hops, comes with a comprehensive description of what’s included in the package, its specs, instructions, and customer reviews. All of this information can be navigated without loading a new page to make an informed purchase decision. The new site allows customers to rate and review products, enabling the community to share their experience and provide input to guide others’ purchase decisions.
The Grainfather is about more than just beer and brewing – they wanted to build a community of beer lovers who could connect around their shared passion. The new Social Wall pulls in all of their social feeds and customer interaction to reflect the human experience of being a part of The Grainfather community.Customers are also given more than one options for staying in touch, with social media icons prominently placed in the header of the new site for easy access.