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United Cellars

United Cellars, a family-owned wine and spirits merchant, collaborates with renowned wineries and producers worldwide to curate exceptional drinking experiences for their customers.


They make a solemn commitment to their discerning clientele: customers will never receive impersonal or irrelevant recommendations from United Cellars. Instead, they can expect tailored suggestions that align with their individual tastes and preferences. United Cellars' mission is to provide prompt, authoritative, and expert responses to all inquiries about wines and spirits, ensuring exceptional customer service at every stage of the journey with them. That promise is the base of their online site.

  • Client Name

    United Cellars

  • Scope of work

    Technology Consultancy, Site Rebuilding, Auction Functionality, Handling UX Requests, Customizing Extensions, Ongoing Support.

  • Technology

    Magento 2.4.3

  • Project Case

    United Cellars faced an incomplete website, limited resources, and a need for technology consultancy. SmartOSC's solution involved site rebuilding, auction functionality, and ongoing support for Magento 2.4.3.


Targeted solutions for

  • 1

    Incomplete and Dysfunctional Website

    United Cellars had previously engaged with two vendors, and both attempts left them with an unfinished, non-functional website. This challenge included issues with core functionality, performance, and usability, hindering their ability to conduct business effectively.

  • 2

    Urgent Need for Technology Consultancy

    United Cellars recognized the critical need for a technology consultancy with coding expertise, problem-solving skills, and UX consulting capabilities. They required expert guidance to launch their eCommerce transformation quickly and efficiently.

  • 3

    Resource Limitations

    The client's in-house IT resources were limited, with a single person responsible for project management, design, and testing. This resource constraint added complexity to the project and highlighted the need for external expertise.


Our tools for success

  • Technology Consultancy

    United Cellars approached SmartOSC with an eCommerce project built on Magento 2.4.3. SmartOSC's consultancy services encompassed Project Implementation, Data Synchronization for Auction Features, Magento Upgrades, and more.

  • Site Rebuilding

    SmartOSC undertook the challenge of reconstructing the website's functionalities that previous vendors couldn't complete. This phase spanned three months. Simultaneously, while waiting for Phase 1 to go live, SmartOSC proactively set up a new environment for the Magento upgrade. This strategic move enabled both phases to go live concurrently, significantly reducing the time-to-market for United Cellars.

  • Auction Functionality

    United Cellars heavily relied on hosting online auctions, contributing to 80% of their revenue. However, the auction mechanism was non-functional when SmartOSC took over. SmartOSC embarked on rebuilding the entire auction process, rectifying bid placements, auto bidding, and optimizing performance to ensure a seamless auction experience for users.

  • Handling UX Requests

    United Cellars had complex auction feature requests where users could bid on a single product in two different places simultaneously. SmartOSC proposed an alternative solution by duplicating Netsuite data, syncing it with Magento, and grouping products for bidding in multiple locations, all while maintaining a smooth user experience. This innovative solution required less effort while still fulfilling the client's request.

  • Customizing Extensions

    To meet the client's specific requirements, SmartOSC developed custom solutions for critical features such as filtering, search, and auctions, avoiding the use of out-of-the-box extensions. This tailored approach ensured that the platform met United Cellars' unique business needs.

  • On-going Support

    Beyond the initial project, SmartOSC continues to provide United Cellars with ongoing support, ensuring the seamless operation and maintenance of their eCommerce platform. This long-term partnership solidifies SmartOSC as a trusted technology consultancy, providing United Cellars with the expertise and guidance needed to succeed in their eCommerce transformation.


Our achievements

  • Delivery results

    80% site performance improvement with a 4 months go-to-market product development

  • Functional Website

    SmartOSC successfully revived the dysfunctional website, allowing United Cellars to start selling products online after two failed attempts by previous vendors.

  • Improved Performance

    The team achieved an 80% improvement in site performance, enhancing the user experience and satisfaction.

  • Increased Revenue

    The customized auction feature and personalized recommendations led to increased customer engagement and revenue.

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