Bunnahabhain Coterie: Increasing loyalty club revenue

Service and project type

UX, UI, CX, Development

Relationship

Distell is one of the largest alcohol brands globally, and Organic has collaborated with several of their brands, building digital experiences. This includes Bunnahabhain, a single malt Scotch Whisky crafted on the northeastern coast of Islay in Scotland.

Problem

Previously we had redesigned Bunnahabhain’s new site, aimed at enhancing their D2C store. But they recognised that the experience on the loyalty club part of their site was sub-standard, resulting in both a lack of customer understanding and missed revenue opportunities.

The Coterie provided members with early access to new products, exclusive deals, and other information, but journeys to the Coterie from the main site were disjointed causing underperformance. Inadequate follow-up and after-sales based on members’ purchases due to a lack of recorded data, resulting in missed opportunities. There was also inconsistency in the user experience between the member’s area and the new website.

Our aim was to deliver a more personalised and exclusive experience for individuals who choose to share their data, increasing revenue from existing customers and establishing a strong loyalty program.

Solution

Conducted an assessment of user flows to understand different customer types and points of access to the loyalty scheme, such as advertising, emails, packaging, etc.
Designed a new member’s area on the website and enabled onboarding for different customer types, enhancing the digital customer experience.
Enhanced the user experience across the site, making it easier for customers to discover and learn more about the Coterie and improved signposting for Coterie sign-ups.
Enabled active customer account creation within Shopify, allowing Coterie members to sign in easily and enjoy personalised shopping experiences.

Results

727 orders within the first 24 hours, resulting in sales of more than £212,000 through the website.
34% increase in total sales during the first six months.