Henry’s are one of the country’s largest liquor retailers and part of Foodstuffs South Island. Following delivery of a vital technical solution for them, we are also now trusted to provide strategic and creative support for their marketing, including digital marketing: social and display ads, eDM marketing; in store (for certain competitions); and ongoing maintenance support and improvements for the website we built for them.
The journey began with conversations around a new website. Alongside this we made some strategic digital recommendations, including e-commerce as a future consideration. As we advanced through the website planning process we made the call to put in place building blocks that would make it possible to ‘upgrade’ to e-commerce if a need from Henry’s ever arose.
Then came March 2020. With New Zealand going into lockdown and Henry’s unable to keep their doors open, the need for online trading became critical. We were able to pivot rapidly and start working on turning their in-progress marketing website into a full e-commerce site. We completed this transformation within two weeks and launched soon after. This new website allowed Henry’s stores to operate at 80% of their normal turnover compared to the same period the year before.
Using Craft Commerce, we built an online store that integrates with Henry’s SAP system so they can easily manage their extensive range across individual stores. Each night, the site does a product import, recognising any new additions and pulling them through to the website. This means Henry’s don’t have to manage products in two different places.
"From day one, The Plato team went out of their way to understand our business and our familiarise themselves with our industry and our competitors. They were genuinely interested in us and were always prepared to listen and discuss exactly what we wanted to achieve." Danny Halligan, Group Manager
The CMS also allows for the complexities of having multiple locations, showing different pricing and stock levels (where necessary) in line with localised store promotions and availability. To support this and make sure customers are getting the right info, we’ve included a store finder at the beginning of the shopping experience. This also helps with SEO as we are able to have targeted pages for each store.
Checkout processes include the ability to either pick up from your nearest store or to have it delivered; this was adapted as we went to accommodate lockdown trading restrictions. The website also includes advanced product search functionality and a large array of recipes featured to cross sell products.
Following this, Henry’s then agreed to also collaborate on digital marketing activity. We’ve supported their transition to online advertising and we provide engaging creative for regular specials and giveaways. To optimise the effectiveness of these prizes we developed a matrix of how to treat prizes of different value; this includes channel planning for the campaign.