Family-owned business, O’Briens, has over 30 stores as Ireland’s leading independent wine, beer and spirits retailer. But their Magento 1 website was not doing these values justice. They needed to bridge the gap between traditional and modern retail, creating a connected, multi-channel customer experience with the help of Shopify Plus.

Category: Food and Drink
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The objectives.

  • Migrate to a more reliable and user-friendly platform
  • Align instore and online brand presence and customer experience  
  • Integrate their ERP system with their website to support stock management

The challenge.

A long-standing brand, for O’Briens it all began with bricks-and-mortar. We had a challenge on our hands to create a unified retail experience across their channels and bring this traditional brand to an online audience.

Capturing the essence of the O’Briens brand was crucial. Their website needed to tell their story, creating an online experience as close to a store visit as possible. However, the investment in their old website wasn’t delivering the value they needed.

Additionally, the ERP system powering their business was not fully integrated with their website platform, making stock management and visibility extremely difficult. Creating an eCommerce foundation for future growth, we needed to connect their back-office and website to enhance their omnichannel customer experience.

“Really successful first day on the new site. Thanks for delivering such a brilliant product and service. The design insight is all down to Statement and is a credit to all of you.”

Grattan O'Brien - Managing Director

The solution.

Making the move to Shopify Plus.

With Magento 1 end-of-life fast approaching, O’Briens took the chance to evaluate which platform was right for them today. They needed a stable and user-friendly solution that would allow their team to take control and continue innovating. Working collaboratively, we delivered a full replatform to Shopify Plus, alongside a thorough data and content migration process to form an agile eCommerce environment.

Telling O’Briens story.

Undertaking extensive discovery work, we immersed ourselves in the O’Briens brand. A family run business centred around community, O’Briens pride themselves on having a strong relationship with their suppliers. The website needed to reflect this, telling the story of their global suppliers, individual stores and their family.   

Through a refreshed redesign, the website was modernised and made for mobile. New sections were created including ‘Meet our winemakers’ and ‘Events’ enabling the brand to share their passion, tell their story, and build connections with customers online.  

Revolutionising tradition.

Connecting the digital world to a physical retail experience, we wanted to bring visitors as close to O’Briens products as possible from their device. Integrating Shopify to their Microsoft Dynamics ERP solution was an important part of the project. We needed to ensure customer data and stock levels could be seamlessly and securely exchanged between the eCommerce platform and back office system.

Now, O’Briens can efficiently oversee stock levels for each store and, in the future, provide customers with the ability to order and reserve stock online for collection in-person.


Creating loyal customers.

Famous for their loyalty scheme, this was a key feature of O’Briens new website. To connect online and offline, customers can now accrue points and use them both on the website or in store, ensuring a seamless shopping experience.  

Next Steps...

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