Wines of NZ - Boutique Wine, Enterprise‑Level UX

 

Case Study • Regulated DTC Marketplace

Wines of NZ — Boutique Wine, Enterprise‑Level UX

We rebuilt a premium wine store for speed, trust, and compliance. From age‑gate and liquor‑license disclosures to single / triple‑pack / case logic and critics’ score badges, the new experience makes discovery delightful and checkout decisive.

Theme: Ella (custom sections) Age‑Gate & Compliance Bundles & Case Pricing Critics’ Badges Shop Pay + Wallets
Wines of NZ Shopify storefront with critics' badges and case options

Highlights & Outcomes

+27%PDP → ATC Rate
+19%AOV via Case/Bundles
≤2.3sMobile LCP
+34%Email Sign‑ups ($10 offer)

The Challenge

Premium wine shoppers demand trust, speed, and clarity. The store needed structured case pricing, critics’ scores, safe‑checkout reassurance, and age‑restricted compliance — without sacrificing aesthetics or performance.

  • Complex pack logic (single, 3‑pack, full case) with dynamic pricing
  • Trust signals: awards/critics’ badges and secure payment icons
  • Regulatory: age‑gate, liquor‑license, shipping restrictions
  • Faster PDP performance for ad traffic

Success Criteria

  • Sub‑2.5s mobile LCP on home, collection, and PDP
  • One PDP for all pack sizes with accurate inventory & pricing
  • High‑trust checkout (Shop Pay, wallets, badges)
  • Legal compliance baked into theme (age‑gate, license, FAQs)

Our Approach

1) Commerce Architecture

We designed product templates with variant‑driven pack sizes, auto‑updating price per bottle, and bundle CTAs (6/12 bottles). Critics’ scores and medals render from metafields so staff can update fast.

2) Performance & UX

Optimized imagery (WebP), lean sections, and reduced JS/app payload. Sticky ATC, size guide, and delivery/returns blocks reduce friction.

3) Trust & Compliance

Age‑verification, license display in footer, province/region shipping notes, and clear alcohol‑responsibility copy. Wallets + Shop Pay for instant trust.

PDP with pack selector, critics' badges, and secure checkout icons

Store Build Highlights

  • Navigation: All Wine • NZ Wines • International • No. 8 • Trade & Partners • Blog
  • PDP: Single/3‑Pack/Case switcher, critics’ medals, sticky ATC, Shop Pay button
  • Collections: Critics’ Choice (scores), Popular Picks, Premium Taste—Affordable Price
  • Checkout Trust: card wallets, badges, delivery/returns micro‑copy

Everything is maintained through metafields and tags so the team can publish new vintages quickly.

Growth Levers Put in Place

  1. AOV: case pricing bands + cross‑sell of mixed cases
  2. SEO: schema for Product/AggregateRating, intent‑based titles & metas
  3. Email: $10 incentive pop‑up, browse/cart abandon, back‑in‑stock
  4. Content: critics’ awards, tasting notes, and food pairing blocks

Results Snapshot

  • +27% lift in add‑to‑cart from PDP
  • +19% AOV via cases & curated mixed sets
  • ≤2.3s LCP across core templates
  • +34% list growth from on‑brand $10 pop‑up

Numbers vary with traffic quality and seasonal campaigns, but the system is built to scale.

Need a Compliant, High‑AOV Store for Regulated Products?

We build Shopify experiences that convert — with performance, trust, and legal compliance baked in.

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Project FAQ

How did you implement pack/case pricing?

Variant logic with tiered pricing, auto‑calculated price per bottle, and inventory sync. No duplicate products.

How are critics’ scores managed?

Metafields for score, medal type, and year. Icons render conditionally to keep PDPs clean.

What about alcohol compliance?

Age‑gate, license display, shipping notices, and responsible‑consumption copy are embedded at theme level.