United Cellars wins at Asia eCommerce Awards 2024 for innovative CX

United Cellars, an Australian wine and spirits merchant, has been recognised at the Asia eCommerce Awards 2024 for its use of technology to improve customer experience, in collaboration with digital partner SmartOSC.

The company faced significant challenges with its previous eCommerce platform, which resulted in a fragmented and inconsistent customer journey. Two previous vendor setbacks had left its website dysfunctional, posing substantial hurdles in retaining its customer base and ensuring a seamless shopping experience.

SmartOSC intervened to address these challenges by overhauling United Cellars' eCommerce infrastructure. The project involved integrating specialised eCommerce extensions, rebuilding the auction processes, fixing bid placements, enabling auto-bidding, and optimising overall performance. This comprehensive revamp transformed the website into a robust and reliable platform capable of supporting United Cellars' unique auction-based shopping model.

A notable feature of the updated eCommerce site is the simultaneous two-place auction system. This functionality allows customers to bid on a single product from two different locations concurrently, significantly reducing cart abandonment rates and spurring revenue growth.

Improvements achieved through these enhancements were significant, with a reported 80% increase in website performance. This upgrade ensured faster browsing and purchasing, minimised technical issues, and notably improved customer satisfaction and loyalty. Working with SmartOSC, United Cellars was able to implement these changes within four months, enabling the company to adapt swiftly to market changes and maintain a competitive edge.

"Winning at the Asia eCommerce Awards for four consecutive years, and in even more categories than last year, reaffirms SmartOSC's capabilities," stated Duong Bui, Country Manager of SmartOSC. "Our strength lies in our ability to stay one step ahead, consistently seeking innovative and effective solutions to help our clients thrive in an ever-changing landscape. We look forward to continuing this journey and achieving even greater success together."

Stephen Baylis, eCommerce Digital Manager at United Cellars, commented on the collaboration: "I have had the pleasure of working with SmartOSC for the past 1.5 – 2 years, and my experience has been nothing short of exceptional. From the outset, their team demonstrated a profound commitment to understanding our business needs, ensuring a tailored approach to every aspect of our project."

United Cellars aims to create an engaging community for wine and spirits enthusiasts, leveraging technology to connect tradition with innovation. By offering seamless online experiences, personalised recommendations, and interactive features like virtual tastings and community forums, United Cellars seeks to enhance the customer journey, fostering a deeper engagement and sense of community among its members.