Wine site delivered on-time and to a high standard
The Client
Direct Wines
The Challenge
The Wall Street Journal (WSJ) chose the UK’s leading
wine merchant, Direct Wines, to build and operate a
branded online wine service across the US.
The Solutions
Following the launch of two successful US-based direct-to-consumer
wine services, Direct Wines came back again to Johnson
Direct. Delivering the look and feel for the nationally
renowned brand, as well as the foundation of templates
and HTML files, Johnson Direct provided sound strategic
guidance and creative services within a tight timeline.
Along with the “front end” development of WSJwine.com,
Johnson Direct created several landing pages to facilitate
direct mail and email marketing campaigns and a comprehensive
Website Style Guide to aid ecommerce development and
programming.
The site was built to appeal to a specific target audience:
The Wall Street Journal’s 1.75 million subscribers as
well as prospects (non-subscribers) fitting the WSJ
profile. To win the confidence of discerning readers,
The Wall Street Journal brand must represent authority,
quality and clarity; restraint and class; and confidence,
order and intelligence.
The Results
Johnson Direct met the client’s expectations and achieved
the goals to: create a ‘look and feel’ in line with
the brand values of both The Wall Street Journal and
Direct Wines; build an inviting customer interface,
striking a good balance between “experience” and “functionality”;
represent the product range effectively; and convey
the level of customer service and order process conveniences
supported by Direct Wines. WSJwine.com launched on time
and debuted in the weekend edition of The Wall Street
Journal as planned.
The Tactics
- Direct Branding
- Website Strategy, Design & Development
Testimonial
"We worked with Johnson Direct to create an
effective site for our new partnership with The Wall
Street Journal, WSJwine.com. The goal was to help us
to create a 'look and feel' in line with the brand values
of both The Wall Street Journal and Direct Wine and
to build an inviting customer interface that would strike
the right balance between a good 'wine' experience and
easy-to-use functionality. Johnson Direct helped us
deliver the WSJwine.com site in a smart and efficient
way. We found Johnson Direct very professional to work
with and totally focused on delivering the end result
on time and to a high standard.”
Tanya Kelly
Director of Marketing – International
Direct Wines
Check it out!
Work
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this Case Study
WSJwine.com Makes International Headlines
Decanter
(UK)
Larep
(France)
Luxist
FinChannel
BizJournals
MarketWatch
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