Friarwood rolls out e-commerce site

4th November, 2016 by Arabella Mileham

London independent merchant Friarwood Fine Wines is expected to roll out its first e-commerce venture this week, as part of the new management team’s plan to develop and build the company.

Friarwood _MG_8987The e-commerce launch is part of new focus on technology by new owner and md Ben Carfagnini and his small team, who have already boosted the business’s agility and profile, as well as refining and expanding the range.

Until Carfagnini took over the business in February 2015 following the death of founder Peter Bowen, the merchant’s Parson’s Green stop had operated sales and stock solely using pen and ink, with neither E-pos or Wifi on site.

The new venture has been developed in partnership with New Zealand company Vend, with the e-commerce site synching directly to new cloud-based EPOS and being fully integrated with the new stock system, as well as being able to run complex analytics on basket sales which can be used for

The focus on tech is also being extended to delivery methods, and the team is pairing with an overnight national delivery company and local delivery services such as Uber or Shutl, which customers can use to find the best courier service based on delivery times and requirements, as well as its own van.

“So far we’ve used technology primarily in our back-office functions, but that has given us greater agility – and the e-commerce is an extension of that,” head of operations Edouard Dautreix noted to db in a recent interview.

He pointed to the growing trend of customers who choose to shop in small independent shops, saying the shop’s target customer were shoppers whose focus as on quality rather than quantity, arguing that there was a “hugely untapped market” for people wanting quality products at a good price.

“What is great from a retail point-of-view is that anyone can come into the shop and buy an entry level or a super premium bottles as cases are split and available to all customers, as they are kept on-site. And we are transcribing that to the e-commerce site,” he said. “Hopefully, a lot of traffic will be linked o the exclusive wines we have in our portfolio, such as Canadian sparkling producer, Benjamin Bridge.”

“We’re a London company, so London is where we have mastered the market, but when you launch e-commerce, you don’t know where sales will come from – that is the beauty of the internet. The Uk becomes a single market whereas with one shop, you aren’t going to sell to customers in Birmingham,” he said.

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Job vacancies

Sales Account Manager

Jascots Wine Merchants
London, UK

Marylebone Sales Manager

Philglas & Swiggot
Marylebone, London, UK

Area Sales Manager

Bon Coeur Fine Wines
North England, UK

Procurement Assistant – Wine

Adnams PLC
Southwold, UK

Account Manager Central London

Speciality Drinks Ltd
London, UK

Brand Ambassador

Speciality Drinks Ltd
London, UK

National Business Development Manager

Speciality Drinks Ltd
London, UK

Marketing Assistant

Hatch Mansfield
Ascot, Berkshire, UK

Marketing Manager

Bancroft Wines
London, UK

Regional Sales Manager – Scotland

Bancroft Wines
London, UK

Sales Manager – London On-Trade

Bancroft Wines
London, UK

Customer Service & Sales Support Executive

Jascots Wine Merchants
London, UK

Market Insight Analyst

Conviviality PLC
London, UK

Technical Manager

Enotria&Coe
Park Royal, London, GB

The Global Sparkling Masters 2017

Deadline : 25th August 2017

The Global Malbec Masters 2017

Deadline : 25th August 2017

Global Chardonnay Masters 2017

Deadline : 1st September 2017

The Global Sauvignon Blanc Masters 2017

Deadline : 1st September 2017

Click to view more

The Global Rosé Masters 2017

With wines from the palest of pink to almost ruby red, bone dry to almost cloyingly sweet, reductively handled to barrel-aged, as well as gently spritzy to fully sparkling.

The Global Organic Masters 2017

The drinks business is thrilled to announce the launch of The Global Organic Masters

The Drinks Business Awards 2017

Now in its 15th year, the db awards have become the most authoritative, internationally respected badge of achievement in the alcoholic drinks industry.

The Asian Cabernet Sauvignon Masters 2017

the drinks business Hong Kong announces its first year of The Asian Cabernet Sauvignon Masters.

Click to view more