How Wine Passions drove user engagement with content marketing

In just over a decade, what began as a venture into the Hong Kong and Greater China wine market, Wine Passions, has now become a General Agent of the "Italian Top Wine Union" in the Asia-Pacific region.

 

To reach more customers online, Richard Chiu and his team decided to transfer their online store onto Shopify. Paying homage to the spirit of la dolce vita (the sweet life) in its glamorous entirety, they designed a store that offers a feast for the senses, all using GemPages.

#1

Informative wine website in HongKong

65

Pages made with GemPages

2+

Years using GemPages

Customer

Wine Passions

Location

Tsuen Wan, Hong Kong

Website

https://winepassions-shop.com/

Industry

Food & Beverage

The Seller:  Wine Passions – A Gateway to Italian Wine Culture in Asia

With solid business acumen and an exclusive supply of more than 300 fine wines from over 30 leading wineries in Italy, Wine Passions has made its mark as a significant player in Hong Kong and China's imported wine industries.


True to its name, the company keeps the passion flowing throughout the process of sourcing, transportation, and storage management.


From having a procurement center in Italy, requiring all wineries to ensure perfect product quality, to using incubators to preserve the wine's delicate flavors–Their meticulous attention to detail, without a doubt, sets a very high bar for all distributors.
 

The Challenge: Navigating a Slow and Unresponsive Website

Passion can come in different forms. For Wine Passions, it not only translates into the way they treat their wine but also takes shape in their words. Their dedication to promoting Italian wine culture shows. Since 2009, they have consistently published comprehensive content about Italian wine on their website.


Updating that content is key to driving user engagement, says Richard Chiu, Wine Passions' Marketing Manager.


Wine drinking culture and the number of wine enthusiasts are on the rise in Hong Kong and Greater China and they are thirsty for good quality content, he says.

Even though many are not necessarily buying our wine, they are spending quite an amount of time on our website reading a lot of information and content.

On top of that, as other wine importers do not take the constant update of content seriously, this gives them an edge over their competition.

"I can see that a lot of wine websites in Hong Kong are not regularly updated content-wise," he says.

And we can say that our website, in Hong Kong, is the most informative. I think a lot of people, when they look for Italian wines or specific Italian wine content, they are very willing to access our website because it's beautiful and responsive.

Richard recalls their website back in 2018 as being "very sluggish, very slow, and not responsive." With wine drinking culture gaining momentum in Hong Kong and Greater China, the lack of a high-performing website hindered their ability to convert visitors into engaged users and affiliate registrants.


Additionally, their website lacked the sophistication to effectively organize and showcase their wealth of content in an intuitive manner. This presented challenges in providing visitors easy access to their unique wine insights and offerings.

The Solution: GemPages Revolutionizes Content Management and User Experience

In 2020, the team finally decided to migrate to Shopify and give their website a complete makeover from the inside out. 

 

They wanted to put their content center stage and create a website as information-rich, yet visually pleasing, as possible. After dabbling in a handful of page builders, they settled on GemPages for its impressive convenience in managing the website.

 

Richard says his content team updates the content right on their phones as they please. This renders the whole publishing and editing process a lot more efficient.

 

And a massive amount of content needs proper organization. The team used GemPages to build multiple pages on their website to categorize their information. This makes it possible for visitors to find what they want in an instant.

Using Shopify and GemPages really helps our products be known and accessible through Google.

More and more people are engaging with their website, which has been converting into higher affiliate registrations.

As to the layout, inspired by GemPages' extensive library of elements and templates, Richard and his team deliver their content in an easy-to-digest fashion.

 

Furthermore, the responsive design makes sure the content looks on point across all devices. This matches the team's initial desire to make their website user-friendly.

This new website comes from a very collaborative place. The whole team has made contributions to keep it alive and informative, Richard says.

Wrapping Up

On entering the fierce eCommerce world, it is imperative to rise above the noise to be able to thrive for years to come. By creating a professional-looking and credible website, Wine Passions has gotten off to a great start.

 

For 2022, Wine Passions will still opt for GemPages as their designated page builder and they are looking forward to all the exciting opportunities ahead.

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