Case Study

A digital transformation

Soho Wines

Toasting success with a complete redesign

Brand Awareness, Customer Confidence, Customer Experience, Web Development, Search Engine Optimisation, Social Media

Based in the heart of central London, Soho Wine Supply is one of the citys best-loved, independent wine and spirit merchants. Soho Wine Supply is a long-established supplier to a number of prestigious 5-star hotels, restaurants and bars based in Central London.

The Challenges

Soho Wine Supply approached White Feather Designs for a complete website overhaul of their online shop and a strategy to increase online sales.

They had a compelling story, but they needed to build trust and credibility in their space.


Design Overhaul

The new design needed to take into account a number of factors to make sure it would succeed. The entire UI was one aspect, but we also needed to look at the customer journey through to checkout.


Online Shop

A successful online shop at the heart of the new solution, to enable customers to purchase with ease and which allows for both promotions and discount codes to be applied and managed.



The products available on the Soho Wine website are made up of a number of different criteria which need to be made available for potential customers to perform searches.


The Solution

Wine is a competitive industry. To set Soho Wine apart from the competition, we hoped to transform the way that customers find and purchase wines online with original and creative ideas. We wanted them to discover wine from new perspectives via unique product filtering capabilities, convenient collection cases and a highly detailed product page.

As part of the website overhaul, we spent time with Soho Wine Supply to understand their changing business needs and future aspirations.

We wanted to reflect their brand philosophy in the website, along with creating a meaningful and sophisticated space that their client base would appreciate.

The new website was built with a bespoke Wordpress theme.

Central to the redesign was allowing customers to easily shop for products and would expand their growing market.

We met customer needs by ensuring the website is fully optimised, allowing them complete access via smartphones and tablet devices and provide target audiences with a streamlined experience whether via device or desktop.

By managing all website content through a CMS, the new Soho Wine Supply website was created to handle an abundance of products as well as resources to assist customers with all of their needs.


The website has been integrated with WooCommerce which provides the online shop.

It features intuitive navigation showing site visitors exactly what they are looking for as well as product filtering to help find information they need quickly and easily.

A seamless integration with SagePay to process payments gives the user a full ecommerce experience.

The Results

The main focus of the website redesign project was to reduce the layers of complexity within the CMS, to increase lead generation and better support the sales process.

Customers can now filter their searches so they can see all the available products to them based on the searches they perform.

Promotions and discount codes can be applied and managed sufficiently.

We transformed the customer's experience all the way through to checkout making as smooth as possible. The user interface was designed to instil trust and an intuitive user experience to drive results. The focus of the site is to engage the customer, generate sales and encourage return visits.