Morrisons Cellar, the specialist online wine retailer that won the PayPal eTail “Best Customer Experience“ award back in 2013, was Morrisons first foray into eCommerce.
What differentiated Morrisons Cellar from other online wine retailers was the sheer amount of quality, unique content they produced which helped position them as a true authority in the space. Another differentiator was the “Taste Test”; three simple questions which helped identify wines best suited your palette (this may sound gimmicky but it was remarkably accurate).