Husted Vin
Wine, rock'n'roll and commerce all on one platform.
Husted Vin realizes a commerce solution that combines performance, personalization and user-friendliness and builds on the company's DNA. The platform is based on DynamicWeb's All-in-One suite with eCommerce, PIM, CMS and marketing in one unified system that makes it possible to handle both B2B and B2C effectively.
Husted Vin differentiates itself from traditional wine retailers through a unique culture, a strong brand and a different business model where wine retail, restaurants and retail are closely connected. As part of Husted Group, the company has a strong omnichannel presence, with six physical stores, a growing e-commerce platform and a strong position in the Danish restaurant industry through popular locations such as Paté Paté, Falernum and Bibendum.
The Challenge
Husted Vin has experienced steady growth in recent years, and it was clear that they had outgrown their existing digital setup.
The previous e-commerce solution was technologically limited and made even simple workflows unnecessarily complex. It couldn't meet the company's growing ambitions and was increasingly hampering both operations and development.
Among the most pressing challenges was the lack of personalization and a true omnichannel experience. Husted Vin wanted to give customers relevant recommendations based on preferences and previous purchases, but this was not possible with the old solution. At the same time, there was no integration between online and offline - a significant barrier in a business where customers often discover wine in restaurants like Paté Paté and want to buy it online afterwards.
Furthermore, the performance of the platform was inadequate. Long load times and an unoptimized mobile experience negatively impacted the user experience - especially considering that a large portion of traffic came from mobile devices.
To address these challenges, the strategy was centered around five clear objectives:
- Develop a scalable and flexible e-commerce platform for both B2C and B2B.
- Improve performance and conversion through an optimized user experience - especially on mobile.
- Establish a strong omnichannel strategy where customers can move freely between webshop, stores and restaurants.
- Implement AI-driven personalization based on user behavior and preferences.
- Integrate a modern MarTech stack for better data insights and marketing efficiency.
The Solution
A flexible and future-proof platform that supports both B2C and B2B business. The overall solution makes it possible to unite online shopping, physical stores and restaurants in one coherent digital experience.
The hybrid architecture of the DynamicWeb platform combines standard features with tailored customizations, giving Husted Vin an optimal balance between flexibility, performance and efficiency. The architectural approach means shorter time-to-market, lower operating costs and smoother day-to-day administration.
On the B2B side, DynamicWeb's standard connector to Uniconta ensures that customer-specific data and price lists are automatically synchronized between the systems. Each business customer is presented with their own prices and agreements directly in the webshop - without any manual workflows. This streamlines sales and frees up time for other tasks.
In addition, the built-in PIM solution plays a key role in ensuring that product data is consistent and up-to-date across all channels - a necessity for a business with a wide range of wines sold on multiple platforms.
With DynamicWeb, Husted Vin has a unified commerce solution that not only enhances the customer experience, but also creates a robust digital foundation for future growth.
The Integration
Integration to Uniconta elevates B2B focus
Husted Vin's business rests on two legs: B2C and B2B. Especially on the B2B side, there are high demands for personalization and data management, as each business customer typically has their own unique price list and individual agreements. With an extensive catalog of business customers, maintaining and correctly displaying this data can quickly become complex and resource-intensive.
To solve this challenge, the solution is integrated with the ERP system Uniconta, which ensures automatic exchange of customer-specific price lists with the DynamicWeb platform. This means that each customer is presented with exactly the prices and conditions that have been agreed - without manual handling.
The integration is made smooth and efficient using DynamicWeb's standard connector to Uniconta. This approach saves time, reduces the risk of errors and enables Husted Vin to deliver a more targeted and professional experience to its business customers. The result is a significant boost in B2B-focused commerce and a platform that supports the complexities of modern wine commerce - without compromising on usability.
The Result
The new e-commerce platform for Husted Vin has marked an important step in the company's digital transformation.
The solution has given the company a much stronger technological base to work from. Instead of being limited by an inflexible platform, Husted Vin can now experiment with new features, launch personalized customer experiences and optimize their omnichannel strategy, which will eventually drive further growth.
A key technological feature of the solution is the integration with Uniconta. Through a Uniconta connector, the DynamicWeb platform is automatically enriched with updated data about products, stock status and customer-specific conditions. This means that Husted Vin's customers get access to their own prices and discounts directly in the webshop, which both strengthens personalization and streamlines the sales process. At the same time, the manual workload is significantly reduced, freeing up time for other business-critical tasks.
In addition to the technical benefits, the solution has already created significant improvements in how Husted Vin interacts with their customers:
- A more inspiring and user-friendly shopping experience that reflects Husted Vin's unique DNA.
- Faster load times, especially on mobile, reducing friction in the buyer journey.
- Omnichannel integration, enabling a smoother transition between physical stores, restaurants and online shopping.
- Improved management of product data via PIM, ensuring consistency and better customer information.
The new solution is designed to support continuous growth, and it is expected that the full impact of the platform will not be measurable until fall 2025 or spring 2026. With a strong technological foundation and a tight integration to the Uniconta business system, Husted Vin is well positioned to accelerate its online business in the coming years.
The solution creates not only an efficient e-commerce platform, but a digital ecosystem that connects wine retail, restaurants and loyalty programs. With an increased focus on personalization, data-driven marketing initiatives and omnichannel integration, the foundation is now laid for a more sustainable, profitable and engaging e-commerce experience.
Segment
B2B, CMS, Marketing, Distribution, PIM
Location
Denmark
Website
Partner
Kruso