Dan Murphy’s is experiencing “incredible improvements” after matching e-commerce with shopper behaviours, says the Woolworths chain’s user experience design agency, Bienalto.

Hurol Inan, MD of Bienalto, told Inside Shopper the Australian liquor retailer has markedly changed sale patterns by improving its website’s capabilities.

Bienalto helped establish Dan Murphy’s web presence by first observing and breaking down its shoppers’ various needs.

“Dan Murphy’s has brand loyal customers who know what they’re looking for as well as some price sensitive shoppers,” says Inan.

“People have this same behaviour online as instore.”

Other shoppers identified were ‘corporate buyers’, who shop for business gifts and events, ‘regular shoppers’, who replenish their liquor cabinets often, and ‘event shoppers’, who buy for parties.

After identifying these groups, Bienalto set to task on everything from the website’s sequence of questions to its wording of icons, such as Buy Now versus Add To Cart.

“Commercially, we were able to get some incredible improvements in the shopping cart, from the shopper’s moment of choosing a product to the checkout, just with this closer monitoring.”

Inan says Woolworths has also been gaining some “very interesting” insights about its shoppers since launching the Click & Collect platform in October.

Dan Murphy was awarded the Best Online Retail Marketing Initiative at the Online Retail Industry Awards (ORIAs) in August for its digital media presence.

It also won the top gong, Online Retailer of the Year, for Masters Home Improvement’s e-commerce presence, which Bienalto also worked on.

“[Effective user experience design] is all about people’s cognition and responses. It’s no different to the offline experience and treating people as humans,” says Inan.