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Based in Northern England, House of Malt is a family owned and operated company that has grown to become one of the top online retailers of whiskies and spirits in the U.K. The company was founded in the year 2015 as an independently-owned family company and has been able to offer their services online from 2017.
House of Malt has a location and store that is located within Northern England, though a large portion of their business can be completed online through their store. The company currently ships within of the U.K. and have plans to expand internationally.
Woo was interviewed by Jethro Hazelhurst, House of Malt's Ecommerce Director.
for Whiskey
House of Malt chose as their platform for online stores because they were looking to stay clear of more regulated and highly-regulated platforms. They also liked the possibility to modify the Woo platform and desired to control the majority of their business online in terms of operations and business as possibly could.
Since that time, House of Malt has collaborated in conjunction with Woo by utilizing Woo's Enterprise Ecommerce program, which helped improve the flow of cash. Woo has proved beneficial to the business in a variety of ways. A rise in average order value as well as conversion rates and an improvement in the amount of time needed for depositing between 7 and 1 day has all helped them ensure they have enough the working capital needed to help their business growth.
Big wins
- The conversion rate was raised and the average value by 22% after implementing Apple Pay through WooPayments.
- Reducing the amount of cash deposit from seven days to one day thanks to Woo Customer Success. Woo Customer Success team.
- Founded in 2015, House of Malt has grown to become one of the three top online sellers of spirits across the U.K.
Key Extensions
- WooPayments and Apple Pay
- PayPal and Pay Later with PayPal
- Searchinise
- The Storefront theme
- Google Listings and ads
- Klaviyo email marketing
Achievement in the wake of Brexit and Covid-19
Much like numerous British firms, House of Malt was impacted by the export tax levies following the Brexit law. Due to the issues that resulted and the need to adjust the business, they decided to shift the main focus of their operations on customers based in the U.K. The company has since become one of the top three firms within the U.K. in online whisky sales.
When closing Covid-19, House of Malt was still able to carry on their business even during the closings. House of Malt operates solely on their website.
The physical store remains an essential part of their branding and gives unique experiences to clients that they can't match.
Data mining: using data to provide customers with the information they need
House of Malt has a good understanding of their clients who use their website that guides their strategies for e-commerce.
In general, House of Malt serves four distinct customer needs:
- People who like trying the latest products available on our website.
- Customers who keep coming back to houseofmalt.co.uk to purchase their most popular products and purchase the same items every time.
- Collectors who want to be updated on the latest developments and collections.
- Wholesalers who are unable to find the item in other stores as well as regular customers of House of Malt for repeat purchases, which restock bars as well as smaller stores.
This information is particularly useful because of the strictures on advertisements that are placed on liquor merchants that House of Malt combats with an effective email marketing campaign.
The average value of orders increases by 22% when you use Apple Pay and WooPayments
House of Malt offers a array of payment options such as PayPal, PayPal credit card processing, and Apple Pay and Google Pay through WooPayments.
They decided to bring on WooPayments to Apple Pay especially because of their website traffic. Jethro noted that "The most of their users are mobile, and Apple users use Safari. It's easy to imagine why the conversion rate could go up as a result from having Apple Pay. There's absolutely no reason to believe that wouldn't be the case. There's just no friction. It's a major difference in our favor."
After introducing Apple Pay, House of Malt has seen a% increase in orders per day, and the conversion rate has increased due to the addition of additional choices for payment.
"The more payment options we are able to offer, the morethe odds of getting 100 percent. There has been an increase in conversion rates after we started offering more payment options. Using all the payment methods and WooPayments have seen some impressive gains over the past couple of years. It's all been looking good to keep using it strategies to grow." -- Jethro Hazelhurst, Ecommerce Director, House of Malt
Bringing whiskey across the lake
House of Malt is planning to expand its international reach, first towards Europe before expanding to the U.S. They're trying to find shipping partners and their customs logistics, in hope of providing the highest quality services to those who buy through overseas.
The new warehouse is a great addition to the firm. House of Malt anticipates thriving in times of high demand volumes, such as the holiday season and also their potential international expansion.
Integration of more payment and product alternatives
House of Malt is also seeking to broaden their selection of items, further improving the customers' experience as well as developing the possibility of a loyalty and subscription program for customers who are regulars.
They're trying to discover more ways to pay for their customers, in order to satisfy their preference for payment. It's about expanding their buy now, and buy in the future (BNPL) option to incorporate additional suppliers.
Hazelhurst believes in the benefits of BNPL: "The fact that buyers can make use of buy today and pay later can also increase the average price for purchases. All buy now options that allow for pay later will assist."
At the end of the day, House of Malt has enjoyed a wonderful experience its customers as well as looking to the future.
"All you've done on WooPayments has made a pleasant tiny impression" Hazelhurst said. "Somewhere in the north-western region of England and in a small portion of an old town. Our whiskey is being used by the people with Woo."
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