Virgin rolls out new website

Virgin Wines has rolled out is new website, which has taken two years to develop and was originally set to launch last summer.

Speaking to db in June, CEO Jay Wright said the overhaul of the new website, including new content and capabilities, had been in testing a year ago but the roll-out had been pushed back in order to fit better into its financial year. 

This week Virgin’s chief information officer Karl Wharam said the new fully-optimised site and specifically modelled platform would help it “transform” its web offering. It provides more information and education on wine, and is set to expand the company’s capacity and boost its customer-base.

“We have also taken into account years of customer feedback, in addition to running user experience sessions with over 150 customers throughout the build process,” he said.

Wright added that the importance of mobile couldn’t be underestimated.

“The website is a mobile first website, whilst still being a great experience for users on desktop. It also helps us put social and customer engagement at the forefront of our business,” he said.

The launch dovetails with Virgin Wines’ plans to ramp up its content marketing and use of technology, following the appointment of new chief marketing officer Chris Lawson at the end of 2016.