Mitchell and Son Wine Merchants is Ireland’s oldest wine and spirit merchant, with stores located in the CHQ Building in Dublin City, and in Glasthule on Dublin’s southside. The current management includes the sixth and seventh generation of the Mitchell family, who started the business in 1805. The Mitchells are understandably proud to have kept the business in the family for all these years. Today, Mitchell and Son Wine Merchants stands as Ireland’s only wine company of its era to be owned and run by the descendants of the founder
Mitchell and Son approached Software Design in the summer of 2013 to discuss an upgrade of their platform. Their previous online store was performing well, but they felt that certain enhancements would improve the customer experience, as well as their conversion rates. Having gone through a thorough requirements analysis, we proposed a solution to meet all of their needs, which included being fully accessible across the array of smart phone and tablet devices.
The new website was built using responsive website design, which means that it will display optimally on all devices. The online store is fully integrated with their EPOS system, allowing for automated control over stock and pricing. Email newsletter and social media integration allows Mitchell and Son to build their email database and to better manage their online marketing communications.
Commenting on the launch of their new online store, Amy Farrell, CHQ store manager said: “Our ecommerce website is an extremely important sales channel in its own right, but our online presence has also played an enormous role in the growth of our retail stores. Around half of the new customers coming into our stores tell us that they found us online.”