Vinesse, founded in 1993, is one of the largest and most respected wine club organizations in the country. Specializing in connecting smaller, “boutique” wines with a wider audience, Vinesse sells the best of both domestic and international wines to its members. Previously, the majority of revenue for the organization came via their affiliate relationships – through partners including American Express and American Airlines, Vinesse allowed members of these affiliates to buy wine clubs and in return gain rewards points.

As Vinesse looked to expand as an organization, they realized their website was impeding growth. Vinesse approached ten24 with the following goals for their new site:

  • Vinesse wished to capture more individual consumer sales and better support affiliates through an updated design including improved navigation and filtering
  • Vinesse wanted to improve marketing efforts, as the current site couldn’t manipulate page data for SEO and had a limited promotions engine
  • The new site must integration with a legacy ERP application Vinesse uses to pass orders, fulfillment, and product inventory in real time

In addition to these goals, Vinesse required that ten24 work closely with their in-house developers, collaborating to complete the project.


With these goals in mind, ten24 started from scratch to create all of the elements for the project. Beginning with wireframes and site architecture, ten24 created the layout for the site, from the home page down to the product listing and detail pages. Once the wireframes were complete, ten24 designed the look and feel of the site, taking into consideration feedback from Vinesse.

In addition to wireframing, designing, and developing the website, ten24 also fully integrated Vinesse’s current ERP system, which controls orders, fulfillment, and product inventory, into the new website. Information from the system is pulled and displayed in real-time, allowing Vinesse to maintain their current administrative processes.

As part of a phase two, ten24 also helped optimize affiliate landing pages and moved Vinesse’s legacy ERP system into Slatwall, our open-source eCommerce solution. These changes will provide more stability and offer a scalable solution that is cloud-based and can be accessed anywhere.

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