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Global rollout of a modern technology suite to support D2C growth across brand portfolio
Building and rolling out a new global e-commerce platform for one of the world’s largest drinks brands.
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Sub-heading
UNRVLD had to align Malts.com with Diageo’s new fully headless technology stack of Contentful and Shopify, to support better ease of use of content population and site management, reduce overheads and increase time to value. As a brand, Malts’ key objectives are to drive First Party Data and increase purchases of their products and associated events, such as distillery tours. The site aims to support and grow the Malts brand with their core customer base while introducing new people to whiskey, expanding their appeal.
We worked with Diageo’s broad mix of agencies and internal teams to develop a broader approach with existing and new customers. User journeys have been streamlined, and the introduction of the brand to new customers employs gamification around what flavours they may prefer. UNRVLD has been the linchpin and coordinator between all partners and Diageo global teams to ensure we could design, build and launch this new product within five months.
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Revolutionising the editor experience
One of key drivers for the rebuild was to improve the editor experience; to give global teams the use of an interface that enables content editors to create rich, user-centric content that is easy to produce. As Gold Partners, we ensured we got the most out of Contentful and built out of the front-end technology the ability of live and staging previews of the content, also utilising Vercel. Something the global transformation team at Diageo previously thought impossible.
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A global success
We are now undertaking the global rollout, having launched in the UK, then Germany, Netherlands, US, followed soon by Australia and a rest of world.
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A new frontier of user experience through testing and experimentation
We are also undertaking a Continuous Improvement programme, which includes extending out the Malts Club, their myaccount area - running user testing and development to expand functionality. We are rolling out new user experiences and looking at new features and functionalities. While we do this, we are ensuring re-use where possible, for example applying the checkout experience across different brands, such as Johnny Walker. Turbocharging this as a web experimentation programme that puts testing at the heart of all decisions.
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Rhian Morris
Digital Services Manager Welsh Water
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