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Deetlefs Wine Estate - Online Wine Sales Superstar

Syncrony has completed a complete rebuild and redesign of the Deetlefs Wine Estate online web shop. Deetlefs is South Africa's second oldest family-owned wine estate. Deetlefs is more than a superior quality wine, it is a lifestyle.

“The onset of the COVID-19 pandemic has disrupted every industry across the world. People have come to rely more on Web sites than ever for information, shopping, and an all-round high quality experience. If a business does not deliver on those requirements, customers will simply move to a competitor offering,” says Bea Liebenberg, brand manager at Deetlefs Wine Estate. She maintains that with Deetlefs being a lifestyle brand in the market, it had to ensure that its Web site was a destination of choice for people.

“Over the past year, we have seen that the average Web site sales and traffic dramatically increased since the onset of Covid. Given lockdown conditions, more people were home than ever and embraced online shopping. In the past, Deetlefs was more reliant on wine tastings, restaurant sales, and our tasting room, than on e-commerce sales. However, we had to adapt quickly due to the South African restrictions and went looking for a service provider that would be able to manage the redesign while injecting the site with the critical ease of use factor. As a highly regarded Magento developer, Syncrony was the logical choice,” she adds.

Some of the criteria for the new Deetlefs site included user-friendliness, an intuitive design and navigation, effective filters where customers could search according to cultivar and vintage, and, most importantly, in line with the brand image.

“It was amazing to work with the Syncrony team. They really embraced learning about the wine market and the technical elements required to make the site work,” she says.

The entire project took approximately three months to complete, after which the site was refined. The new site was built using Magento 2.4 with certain plugins needing to be implemented given how Deetlefs is a lifestyle brand and wanted to create a warm, personable feeling on the Web site. Furthermore, the site saw the introduction of a live Instagram feed to add to its character and sense of relevance.

“We have been very impressed with Syncrony. They have such a diverse team with specialised skills to provide a winning recipe for us. Their communication with us is amazing and we are always aware of the status of the project,” she says.

More About Deetlefs Wine Estate:

Deetlefs Wine Estate, situated in the picturesque Breedekloof (Rawsonville), is the 2nd oldest wine estate in South Africa under ownership of the same family, established in 1822 and will celebrate their 200 years of existence in 2022.

Age old family traditions passed through the generations and an intimate knowledge of every facet of this estate can be experienced in our handcrafted, classic styled wines.

“A golden thread runs through our history, reflecting a boldly individual approach, a strong set of values and a long-term focus.  Since 1994 there was more focus on the international markets and today more than 80% of our wines are exported. Currently it is my responsibility to create more opportunities for generations to come and to tell the story.” – Kobus Deetlefs

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About the author

Howard Rybko

Involved in software development and web since 1996 (Hypermedia company established for web design and hosting). Specialist in software design, integration and implementation management. Experienced in c#, SQL, and project management. Working on Magento stores and integration since 2013.