Majestic Wines sought Coherence to enhance its digital presence and improve the online shopping experience for its customers.

Majestic Wine, the UK’s leading wine retailer, partnered with Cohaesus and Indicia to launch their first mobile app. The goal was to deliver a seamless cross-platform experience that would allow users to browse, discover, and purchase wines from their mobile devices. The app would enhance the customer experience through innovative features like barcode scanning and wine-pairing tools, all while maintaining the quality and accessibility the brand is known for.

The Challenge

Majestic Wine required a mobile app that would:

• Work on both iOS and Android devices while maintaining a native-like performance.

• Integrate seamlessly with their ecommerce platform and existing APIs for consistent data and real-time updates.

• Feature tools to help users select wines based on food pairings and instantly access product information via barcode scanning.

• Be developed and deployed efficiently with continuous feedback to ensure a smooth user experience upon launch.”

Why Coherence?

Coherence was selected for this project due to our expertise in creating high-quality mobile applications and our ability to streamline development processes. Our proven success in cross-platform development, combined with our collaborative approach, positioned us as the ideal partner to bring Majestic Wine’s vision to life. We were able to offer:

• Expertise in the Xamarin framework, which allowed for a single codebase to serve both iOS and Android platforms.

• Strong experience with API integration, ensuring a consistent user experience across mobile and web.

• A focus on continuous integration and rapid feedback to accelerate delivery timelines.

Our Approach

To meet the challenge, Cohaesus adopted a multi-pronged approach:

• Cross-Platform Development with Xamarin

By using Xamarin, we reduced development time and costs, all while delivering a responsive, high-performance app that felt native on both iOS and Android platforms.

• API Integration

We integrated Majestic Wine’s existing APIs to ensure real-time search capabilities, access to product information, and localisation of store data. This helped maintain a consistent and seamless user experience in line with the brand’s website.

• Continuous Integration and Feedback

With TeamCity and HockeyApp, we implemented an automated build and testing system, allowing nearly real-time feedback from Indicia. This approach ensured the app evolved rapidly, with issues being addressed and features improved efficiently.

• Enhanced User Features

We designed and implemented tools like the Barcode Reader and Wine and Food Matching system, turning the app into a functional and engaging tool for wine discovery and education.

Testimonial

“Working with Majestic Wine on their first mobile app was a rewarding experience for our team. From the start, we were committed to delivering an app that would reflect Majestic Wine’s reputation for quality and innovation. Using Xamarin allowed us to efficiently build a cross-platform solution, while our continuous integration process ensured we met tight deadlines with a product that exceeded expectations. We’re proud to have played a role in bringing their incredible selection of wines directly to users’ fingertips.”

Richard Bundock

CEO, Cohaesus

The Outcome

The Majestic Wine mobile app launched successfully on both iOS and Android platforms, providing users with a feature-rich, easy-to-use experience. Key results included:

• Increased User Engagement: Tools like the Barcode Reader and Wine and Food Matching system encouraged users to interact with the app more frequently, helping them discover new products.

• Seamless Shopping Experience: Users were able to browse, search, and purchase wines directly from the app, with real-time updates and localised store data enhancing the process.

• Enhanced Brand Loyalty: By offering a digital experience that mirrored the in-store service, Majestic Wine was able to strengthen its relationship with customers.

About Majestic Wines

Majestic Wine is the UK’s largest specialist wine retailer, renowned for offering an extensive selection of quality wines, beers, and spirits at affordable prices. With over 200 stores across the UK, Majestic provides personalised recommendations and expert advice, making the wine-buying experience enjoyable and accessible for everyone. Whether shopping in-store or online, Majestic’s customers benefit from exclusive offers, curated collections, and the ability to discover new favourites with the help of knowledgeable staff. At Majestic, it’s all about finding the perfect bottle for every occasion.