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Fassina Website Case Study

Fassina Liquor Merchants specialise in fine wines, aiming to provide SA with the largest range of local and back-vintage wines, along with providing customers with superior service and knowledge. Fassina is proudly family-owned and operated in SA with the founders having over 30 years experience in the liquor industry.

Design the site around an e-Commerce online store
Integration with Bluize point-of-sale software
Integration with Australia Post for shipping
Inclusion of a members area
Content management system which includes varying levels of access
An auction facility within the site to auction rare bottles of wine
Link with current in-house database for email marketing opportunities through Constant Contacts

Strategic Plan: The key element and main driving point for the development of this website was the need for an online store. Therefore the strategy behind this site had to focus on how to display the products to users in a logical and well-presented fashion that would encourage online purchases.

Web Design & Development: The focus was placed on designing the site to follow a consumer’s decision making process behind choosing wine, and how to encourage them to make a purchase. An advanced product search facility was built in, along with the ability to browse via wine type and wine region. Promotional specials and mixed dozen specials were highlighted at the top of the page as a clear and limited call to action.

Special attention was paid to the design of product pages, as it was important that the product and all of it’s relevant information was displayed clearly. The space on the page was used creatively to include an image, tasting notes, size, price, savings on the price, and similar products. Users also have the ability to calculate postage rates while on the product pages. (include product page shot)

An advanced Member’s Area was designed to encourage repeat purchase, including history tracking, favourites and recommendations.

All of this was incorporated without losing Fassina’s main point of difference, which is their local knowledge and passion for helping customers find the right wine for them.

Content Management System (CMS): A custom CMS was created allowing website administrators to assign varying levels of access to different editors of the site. The CMS was integrated with Fassina’s existing hospitality inventory system – Bluize - which then enabled the website to have automatically updated pricing and stock levels, along with all website orders being automatically entered into the inventory software.

E-mail Marketing: An important part of ensuring the success of this website was the integration of an email marketing facility. Constant Contacts was selected as the online email marketing program. It allowed for professional looking communication to be designed and sent to Fassina’s customer database quickly and efficiently. The other benefit of using this program is that it provides data relating to the success of each campaign – how many people opened the email, how many people clicked through to the website or clicked on links contained within the communication.

By integrating the existing inventory software along with Australia Post for postage costs, customers receive complete and accurate information from the website each time they visit and place an order. The automated back of house systems allow the Fassina team to have confidence that the pricing and stock levels on the online side of the business are accurate, and orders are dispatched to the customer with minimal work required. Overall, this online solution has been completely customised to suit the individual needs of Fassina and has streamlined many of their internal processes, whilst presenting their members a professional, and easy-to-use interface.

Visit the Fassina S.A. Family Liquor Merchants website