Laithwaites Wine, the UK’s largest independent wine merchant, has relaunched its website with the aim of making it the most user-friendly interactive shopping destination in the wine sector.

The new site includes a wine chooser that lets customers narrow down their options based on combinations of price, type, country, variety and the kind of food the wine will accompany.

The new site runs on an ATG platform and enables Laithwaites Wine to centrally manage sales across its various retail channels, including orders placed via their website, shops and wine advisers on the phone.

A ratings and reviews service, provided by Bazaarvoice, has also been incorporated into the new site.

“We wanted to find a better way to engage with our customers — allow them to hear what other shoppers think and pass on valuable information to each other,” says Niki Freer, multichannel development manager at Laithwaites Wine. “We’re about real people and real wines, so the addition of user-generated content is a reflection of our brand values.”

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