Case study
Archie Rose Digital Transformation Partnership with MindArc.
Archie Rose Distilling Co. is Australia’s most highly awarded distillery driven by four values including Innovation, Authenticity, Education and Quality. With conviction, they strive to re-define Australia’s rich tradition in distilling by producing a diverse range of whiskies, gins, vodkas and rums, as well as one-off collaborations, limited releases and spirits experiences. In all that they produce, they find continual inspiration in the quality and diversity of the crops and produce grown across Australia. Archie Rose Distilling Co. is proud to be forging an authentic new tradition that’s boldly innovative and true to its roots.
13.1%
12%
46%
Increase in total purchases within 90 days post-launch.
Growth within 90 days post-launch compared to the previous year.
Surge in event counts within the first 90 days post-launch.
01 The challenge
Archie Rose Distilling Co., Australia’s most highly awarded distillery, faced multifaceted challenges in its digital landscape. Transitioning from a bespoke platform to Shopify Plus, the distillery aimed to revolutionise its online presence, addressing existing challenges and capitalising on strategic opportunities. Key challenges included migrating from a custom system, adapting marketing strategies for a headless architecture, and streamlining internal processes. The project addressed limitations in the legacy system, scalability concerns, resource constraints, and the necessity to stay technologically current; eCommerce is a strong revenue and brand centre for Archie Rose, setting it apart from other alcohol brands. In turn, setting the stage for the distillery to continue leading the industry globally. Moreover, the globally unique Tailored Spirits platform enables personalised customisation of its products, showcasing the brand's innovative approach even further. Consequently, the decision to transition from a bespoke platform to DatoCMS and Shopify Plus was motivated by the goal to mitigate risks and bolster scalability, ultimately enhancing the overall stability and reliability of the Archie Rose site.
MindArc responded with a meticulous strategy, aligning closely with Archie Rose's goals. Our comprehensive approach involved a deep dive into Archie Rose's operations, including on-site observations of distillery and warehouse processes, discovery sessions with internal teams, and a thorough review of their previous website.
Our goals were ambitious:
1. Shift Archie Rose to DatoCMS and Shopify Plus for stability and scalability.
2. Automate manual processes for seamless scaling as the business expands.
3. Improve content management capability to keep the digital experience dynamic.
4. Rethink and revitalise the front-end design, focusing on UX/UI.
5. Integrate Shopify for commerce and leverage DatoCMS for content to create a harmonious digital environment.
The overarching objective was to significantly increase ecommerce sales and brand equity via this new build, cementing Archie Rose's position as an industry leader.
02 Our approach
MindArc's Projects Division spearheaded the execution of our strategy. The team developed a backend app to efficiently handle a large volume of data from various systems, ensuring a high call success rate and uptime. Multiple functionalities were implemented, including Nosto for personalisation, DatoCMS for user-friendly content management, and integration with partners such as Okendo and Elevar.
The collaborative efforts with Nosto and Shopify's Hydrogen 2.0 brought advanced personalisation and product recommendation features, enhancing user engagement. DatoCMS on the front end of Shopify's headless site marked a significant milestone, providing a user-friendly interface for seamless content editing and management.
As Shopify’s sole review platform with a certified Hydrogen npm package, Okendo was selected to power the social proof and feedback mechanisms for experience bookings, focusing on server-side rendering and optimised CSS on the front-end widget.
03 Actions taken
04 The result
The outcomes of our intervention were not only transformative but quantifiable:
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Migration from a custom system to the new website was successful, with almost all old content seamlessly transferred into DatoCMS in various formats.
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Backend enhancements included the implementation of unique features such as booking and experience gift code generation, optimising Archie Rose's end-to-end process.
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Integration of Klaviyo improved email communication for transactional emails by enhancing customer engagement.
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Shopify's Hydrogen 2.0 and Oxygen stack powered an exceptional online experience, processing over 1.2 million requests in a month.
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Following the launch, there was a notable 9.6% increase in engaged sessions per user compared to the previous year.
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Revenue saw a substantial 12% growth within 90 days post-launch compared to the previous year.
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Conversion rates showed an average increase of 2.4% within 90 days post-launch
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Total purchasers increased by 13.1% within 90 days post-launch.
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Average revenue per user experienced a 6.4% uplift within 90 days post-launch.
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Event counts surged by 46% within the first 90 days post-launch.
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The influx of new users increased by 5.8% within 90 days post-launch.
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Implementing Elevar resulted in significant cost savings by utilising pre-built tags instead of custom solutions, and streamlined event tracking accuracy remained consistently at 100%, surpassing the 95% benchmark recommended by Elevar.
MindArc's strategic intervention addressed Archie Rose's challenges and propelled them towards their goals. The ongoing collaboration focuses on expanding into new markets and implementing additional features, ensuring Archie Rose remains ahead of the competition. This case study showcases MindArc's ability to deliver innovative solutions, from backend infrastructure to frontend design, ultimately enhancing the digital experience for Archie Rose Distilling Co. The success is evident in the transformative outcomes and the quantifiable metrics that highlight the scalability and stability of our solutions.
05 Conclusion
Thank you to our partners
Rachel Stone
eCommerce & Digital Marketing Manager at Archie Rose
Our website serves as more than just an e-commerce and brand platform; it also functions as a personalised spirits platform, an event booking hub, and it hosts hundreds of cocktail recipes and blog articles.
We set on a path to transform the Archie Rose website with the help of MindArc in 2023 and we’re incredibly proud of the way it now represents our core values of education, quality, heightened experiences and creativity. We’re looking forward to continuing to evolve it as a best-in-class industry site globally.
John Lee
Customer Success Manager APAC at Nosto
By integrating Nosto's highly relevant onsite search and personalised product recommendations into its headless store, Archie Rose has created compelling shopping journeys driving revenue growth. Our robust integration with Shopify Hydrogen and a close partnership with Mindarc have facilitated a seamless implementation process, ensuring quicker go-live and faster time to value.
Matteo Papadopoulos
Partnerships at DatoCMS
We're excited to see the final results of Mindarc's work come to life on Archie Rose's new web platform. Seeing them move from an in-house solution to DatoCMS, seamlessly integrating with services like Shopify Plus, Nosto, and Klaviyo, showcases the power of what we can achieve with an API-first headless approach. Collaborating with Mindarc on this project has been absolutely incredible for us.
Scott Goodman
APAC Market Lead at Okendo
Pushing the boundaries of both customisation and efficiency through the Hydrogen framework, the execution by the Mindarc team has allowed Archie Rose to enjoy a seamless Okendo platform bespoke to their use case. We’re exceptionally proud of the design outcome and eager to continue collaborating to power consumer feedback and profile data collection to help Archie Rose build Superfans.
Giovannella Gutierrez
Enterprise Services Lead at MindArc
Archie Rose's transition to Shopify Headless significantly enhanced their customer experience. By integrating with Nosto, DatoCMS, Elevar, and Okendo, we automated manual tasks, streamlined content management, and prioritized UX/UI design. Our continuous collaboration seeks to enter new markets and add features that align with Archie Rose's strategic goals.
Robert Gibson
Manager, Partnerships Team at APAC, Klaviyo
In 2021, Archie Rose transformed their customer marketing by integrating Klaviyo, creating personalised experiences across email and SMS. This integration not only enhanced customer engagement but also demonstrated the power of tailored communication in driving brand loyalty. By working seamlessly with Okendo for data collection, Klaviyo further enabled Archie Rose to harness detailed customer insights. Klaviyo is immensely proud to be a part of Archie Rose's journey, showcasing the potential of our platform to elevate customer relationships and marketing strategies.
Vishal Gor
Director of Implementation and Services at Elevar
Elevar is honoured to support MindArc by delivering comprehensive data with 100% accuracy. Our data tracking solution ensures that every event is enriched with user, session, product, and order data, significantly enhancing strategic decisions and marketing effectiveness.
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