KWM Wines  IRP Case Study

Size: SME
Market: Food & Drink
Type: Retail
Company: Owner Led
Outcome: Achieved triple-digit growth

KWM essentially had a ‘beginners’ site when it started in 2007. The challenge was to build confidence with customers and remove barriers to sale.

Coming on board with the IRP has helped the company to massively increase sales in a relatively short space of time.

The IRP ordering process and day-to-day managing of the website is now much easier than before. The customer confidence issues were ironed out, making purchasing a lot simpler for customers.

This led to a 100% increase in site sales.

“The IRP has helped remove barriers to sale … the day-to-day management of the site is much easier than we have ever experienced before.”

Andrew Imrie, CEO, KWM Wines & Spirits
The UK’s fastest-growing wine and spirits website


Increased traffic

There has been an increase in organic traffic because the IRP is better set up for SEO. This worked out more cost effective for the company as it’s a free channel.

In addition, the company has been more likely to make sales because customers are able to find the site easily and have the confidence to make a purchase.

Growth potential

KWM has seen an increase in international sales, both in Europe and in North America. Going forward, KWM sees the IRP growth potential taking it to the next level.


KWM has achieved triple-digit growth on IRP technology.

They are now the UK’s fastest-growing wine and spirits website.

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