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Digitalmohawk

16 / Steve's Liquor Warehouse

It has to know where you are before it can show a price

An online shop for a liquor warehouse chain. Before anything is browsed the site asks two questions it is not allowed to skip: which store you are collecting from, and whether you are old enough to buy.

The brief

Liquor retail cannot behave like ordinary e-commerce. Price and stock differ by store, delivery is not available everywhere, and the sale is age-restricted by law. All of that has to be settled at the front door rather than discovered at checkout.

What we built

  1. 01

    An opening panel asking for fulfilment before browsing: pick up in store, with the store named, or ship to me

  2. 02

    The realistic wait stated against each option, an hour for collection and three to five days for delivery

  3. 03

    Age confirmation on the same panel as the fulfilment choice, so the legal check is one step and not a second interruption

  4. 04

    A remember my selection option, because a regular customer should answer this once

  5. 05

    The chosen store held in the header afterwards, so the basis for the prices on screen stays visible

Screens

A full product page for a Challis Lane Cabernet Sauvignon at $4.99: the bottle shot on white, an attribute strip reading red, ready but will keep, Elderton, 2014, medium-full bodied, dry, 14.5% alcohol, a tasting note, SKU and brand fields, a notice that a comparable vintage may be substituted, and a Steve Recommends row.
The product page, whole. Wine is not a stable product, so the page states the vintage, says outright that a comparable one may be substituted, and lists which states the item can be gift wrapped for.
A full wine category page headed 'Every bottle tells a story, let's find yours', with sort options, a category filter listing red, white, rose, dessert, champagne and sake with counts, a type and variations filter, and a grid of rated bottles.
Browsing wine. The filters carry counts, and the varietal list runs long because that is how wine is actually chosen.
An opening dialog reading 'Welcome to Steve's Liquor. How can we help you today?' with options to pick up in store, ready in as little as one hour, or ship it to me in three to five business days, an age confirmation checkbox, and a remember my selection checkbox.
The door. Fulfilment, store and age in one panel, with a remember option so a regular is only asked once.
The homepage with a mega menu open, showing beer, wine, spirits, specials and gifts expanded into their subcategories.
The mega menu. Five departments, each deep enough that a flat nav would not carry it.

Outcomes

  • Prices and stock shown are the ones for the store you are actually using

  • The age check happens once, at the door, rather than at the payment step

  • Collection and delivery are presented as a choice with real waiting times attached

Next project

The product is national, the fitter is local

Tom Moore & Son

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