Freeing a heritage wine retailer from a restrictive Magento build
Vintage Roots had a loyal audience and deep organic wine expertise, but its Magento store was expensive to change and difficult to grow. We moved the business onto a more flexible ecommerce foundation without losing the product depth customers rely on.
- Client
- Vintage Roots
- Sector
- Ecommerce
- Relationship
- Long-term partnership
- Services
- Ecommerce strategy · UX and UI design · Migration · SEO
Moved
Platform
Clearer
Discovery
Search
Protected
Flexible
Publishing
01 / the problem
A successful retailer boxed in by its platform.
Routine improvements had become slow and costly, while product discovery and content didn't give customers enough help choosing across a specialist range.
The migration needed to protect existing search visibility, customer confidence and day-to-day trading while giving the team more control.
- 01 Move safely away from Magento
- 02 Protect organic visibility
- 03 Improve wine discovery
- 04 Reduce publishing and maintenance friction
02 / the solution
A flexible WooCommerce store built around how people choose wine.
We rebuilt the store on WooCommerce with clearer category, filtering and product journeys, then migrated the catalogue and content into the new structure.
An SEO-focused resource hub brings advice, FAQs and editorial content into the buying journey while giving the team a simpler system to manage.
what we delivered
The work behind the result
Magento to WooCommerce migration
Commerce mechanics built to transact from day one.
Product filtering
Mapping the users, journeys and decisions before anything was designed.
Customer journey redesign
Interface and identity work that gives the product its feel.
Resource hub
Structured content the team can publish without a developer.
SEO migration planning
Structured content the team can publish without a developer.
Custom content management
Structured content the team can publish without a developer.
03 / the result
More room for the catalogue, the content and the business to grow.
The business moved successfully to WooCommerce, gained a more effective customer journey and now has an SEO-ready content platform that is easier to change and grow.
“We've worked with Code23 for many years now for our website. Very happy with the level of service and responsiveness, would highly recommend their services.”
