Background
Laithwaites Wine, the world's largest mail-order wine merchant with a turnover of circa £440 million, partnered with us to guide their digital transformation journey. They operate wine clubs in the UK and the US, with vineyards and winemaking facilities across four continents. Laithwaites needed to establish a roadmap for a sustainable digital experience while making critical decisions around technology stack, innovation focus areas, and customer experience strategy.
The challenges
Addressing the
critical gaps
Digital experiences were inconsistent across touchpoints, making it difficult to implement changes that could scale globally.
With thousands of wines in the catalogue, customers struggled to navigate and find products matching their preferences, especially those with limited wine knowledge.
A newly formed Digital Product Team needed strategic direction, organizational buy-in, and a clear vision to drive transformation and secure funding.
The challenges
Addressing the
critical gaps
Digital experiences were inconsistent across touchpoints, making it difficult to implement changes that could scale globally.
With thousands of wines in the catalogue, customers struggled to navigate and find products matching their preferences, especially those with limited wine knowledge.
A newly formed Digital Product Team needed strategic direction, organizational buy-in, and a clear vision to drive transformation and secure funding.
The Robosoft solution
We conducted an intensive two-day workshop with key stakeholders, establishing a transformative positioning: making Laithwaites 'the most approachable experts in wine.
We created VINE, a unified design system serving shared principles, components, and patterns to ensure consistency across all digital touchpoints.
We designed smart discovery features providing wine recommendations based on past purchases, trending items, and individual customer preferences.
Established clear technology recommendations and innovation priorities aligned with 'doing things beautifully' brand positioning, helping secure funding and establish team culture for the Digital Product Team.
The Robosoft solution
We conducted an intensive two-day workshop with key stakeholders, establishing a transformative positioning: making Laithwaites 'the most approachable experts in wine.
We created VINE, a unified design system serving shared principles, components, and patterns to ensure consistency across all digital touchpoints.
We designed smart discovery features providing wine recommendations based on past purchases, trending items, and individual customer preferences.
Established clear technology recommendations and innovation priorities aligned with 'doing things beautifully' brand positioning, helping secure funding and establish team culture for the Digital Product Team.
Clear outcomes
that drive growth
A unified design language across all digital touchpoints replaced fragmented experiences, enabling the business to scale changes globally with confidence.
Reusable VINE components accelerated design and development velocity, reducing delivery cycles for new features and market-specific initiatives.
Personalized discovery and intuitive navigation improved repeat visits and engagement, turning casual browsers into loyal wine club members.
Testimonial
Our clients’ words reflect the trust and impact we strive for in every partnership.
The Immersion and Discovery process was incredibly interactive and really got under the skin of the problem we were trying to solve.
Felicity Pollock
Ex-Head of Digital Product, Laithwaites
Build seamless omnichannel experiences that scale
