(Untitled)
Based in Northern England, House of Malt is an independently-owned family firm that has grown into one of the top online sellers of whiskies and spirits in the U.K. House of Malt was established in the year of 2015 as a family-owned business that was independent and has been operating as an online business since 2017.
House of Malt has a physical location and warehouse that is located within Northern England, though a significant portion of their transactions are done online via their store online. They currently ship across all of the U.K. and plan for international expansion.
Woo talked to Jethro Hazelhurst, House of Malt's Director of Ecommerce.
for Whiskey
House of Malt chose as their ecommerce platform because they were looking to steer clear from other highly-regulated platforms They enjoyed the ability to modify the way that Woo platform as well as own the majority of their business online and operations as they could.
Since the beginning, House of Malt has been partnering with Woo through Woo's Enterprise Ecommerce program, which is a huge improvement in their cash flow. Woo can benefit House of Malt in a variety of ways too. An increased average order value as well as conversion rates and a reduction in the time required to deposit funds from seven days to one day, has helped in ensuring they have enough working capital to support the growth of the business.
Big wins
- The conversion rate has been upped and the average order amounts to 22% following implementing Apple Pay through WooPayments.
- They have reduced the cash deposit period from seven days to one day thanks to the assistance of Woo Customer Success. Our Customer Success department at Woo.
- In 2015, House of Malt was founded. House of Malt has grown to be one of the three top online retailers of spirits within the U.K.
Key Extensions
- WooPayments and Apple Pay
- PayPal payments PayPal along with Pay Later with PayPal
- Searchinise
- Storefront theme
- Google Ads and Listings
- Klaviyo email marketing
The success of Brexit and Covid-19
Much like similar to many British companies, House of Malt was affected by the tax on exports costs imposed by Brexit laws. In light of the challenges which resulted, and the need to adjust, they chose to shift their company's focus on customers from the U.K. It is now among the top three firms within the U.K. to offer online-based whisky sales.
When closing Covid-19, House of Malt was still able to carry on its operations despite the closings. The company operates exclusively through its website.
The physical store is an integral part of their marketing and gives an experience that customers will not find elsewhere. other shops aren't able provide.
Malt matching: Using data to serve customers
House of Malt has a fantastic understanding of the clients that visit their site and that informs their strategy for e-commerce.
The majority of the time, House of Malt serves the following four needs of customers:
- Customers who wish to try the latest products available on the website.
- Customers who have been returning to houseofmalt.co.uk for their top merchandise, only to purchase the same products each time.
- Collectors who want to keep updated on the latest release and collection.
- Wholesalers who cannot find the product elsewhere and frequent House of Malt for repeat purchases that restock bars and small stores.
This information can prove extremely useful due to ad restrictions which are imposed on liquor merchants, which House of Malt combats with strong marketing via email.
Increase the value of your order by 22% when using Apple Pay and WooPayments
House of Malt offers a number of different payment options that include PayPal, PayPal credit card processing, Apple Pay and Google Pay via WooPayments.
The decision was made to introduce WooPayments to help support Apple Pay particularly due to the amount of traffic they get on their site. Jethro added "The majority of our customers are mobile as well as Apple users are using Safari. It is easy to see how that conversion rates will rise because Apple Pay is available. Apple Pay. It's hard to find a justification why it shouldn't. There's no reason to be tension. This has been an important change in our game."
After introducing Apple Pay, House of Malt has noticed the increase of 22% in orders and the speed of conversion has increased since providing more payment options.
"The more payment methods we offer the better -100 percent. The rate of conversion has grown since we introduced diverse payment options. We've used all payment options as well as WooPayments we've seen a significant growth in our company over time. The outlook is good to continue using these strategies to expand." -- Jethro Hazelhurst, Ecommerce Director, House of Malt
Transferring whiskey across a lake
House of Malt is planning for international expansion, first to Europe before going to the U.S. They're working to find shipping companies and logistics for customs with the aim of providing the best customer experience when ordering overseas.
Thanks to their brand new warehouse, House of Malt anticipates thriving under periods of high demand, such as the holiday season and their potential international expansion.
Incorporating more product and payment options
House of Malt is also developing their catalog of products, enhancing their user experience, and designing a subscription and loyalty programs for their regular customers.
They'll continue to search for alternative payment options that accommodate the preferences of their customers in regards to payment. They're also expanding their purchase now buy later (BNPL) options by partnering with different suppliers.
Hazelhurst is certain about the benefits that come with BNPL: "The fact that customers can make use of buy now and pay later options also increases an average value for purchases. Buy now, pay later choices will assist."
In the end, House of Malt has been able to enjoy a fantastic experience for the customers have had, and we are looking ahead to the next phase.
"All you've accomplished on WooPayments makes a great little impact," Hazelhurst said. "Somewhere in the northwestern part of England situated in a tiny little corner of an ancient town. The whiskey we're offering is fantastic and will soon be in the hands of those who have Woo."
Article was first seen on here