Malmö
Skomakaregatan 2211 34 Malmö
Sweden+46 735 124 970hello@kruso.se
Wineandbarrels
Combining B2B and B2C with omnichannel commerce.
Wineandbarrels is one of Europe's leading retailers of wine coolers, wine racks, and other wine accessories.
With a vision to deliver more than just products—where the customer is always at the center of both the business and product development—Wineandbarrels needed a digital setup that could unify the customer journey and be fully integrated into the company.
From standard to unique shopping experience
Wineandbarrels came from a standard solution which they had outgrown over time. There was a need for more complex functionality and flexibility. The system lacked the ability to configure and customize the solution to meet Wineandbarrels’ requirements and customer expectations. At the same time, previous attempts at custom development had resulted in an inflexible and heavy platform, where lack of support and system limitations hindered further development. A fundamental restart of the digital processes was therefore necessary.
Through close collaboration, Wineandbarrels has transitioned to a solution that is much easier and faster to operate, with better data integrations and more streamlined workflows across channels. This means more control and the ability to provide better and more cohesive customer service.
Omnichannel across physical and digital touchpoints
With six showrooms in places such as Hillerød, Stockholm, and Paris, as well as a webshop and remote warehouse, Wineandbarrels needed to deliver a cohesive user experience that benefits both customers and internal staff.
Wineandbarrels sells both simple items like wine glasses and accessories, as well as complex solutions in the form of custom wine rooms and cellars. Therefore, a flexible OMS system was needed—one that could handle small orders and also manage large, complex "full service" sales. A setup that enhances the purchasing experience for both customers and employees, where real-time insights into orders and stock levels benefit everyone.
Composable commerce architecture
The tech stack is based on a composable commerce architecture that combines flexibility and scalability. Omnium OMS is at the core, managing the entire sales flow – cart, order, product data, and real-time insights. This helps make both B2C and B2B sales simple and efficient.
Sanity CMS controls all web content across platforms, while Klaviyo automates personalized marketing based on user behavior. HelloRetail ensures relevant searches and recommendations, and Vacel delivers a fast and flexible frontend.
Today, Wineandbarrels benefits from a more efficient sales process, improved data quality, and faster response times to customer inquiries. Additionally, the solution enables quick and effective scaling to new countries and markets.
