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In Northern England, House of Malt is a family owned and operated business that has grown to be one of the leading on-line retailers of whiskies and spirits within the U.K. The company was created in 2015, as an independently-owned family company which has since been operating the online presence of their business since.

House of Malt has a shop and retail outlet in Northern England, though a large portion of their business is conducted via their online shop. They currently ship to their home U.K. and are planning to expand internationally.

Woo talked to Jethro Hazelhurst, House of Malt's Ecommerce Director.

for Whiskey

House of Malt chose as their storefront platform online because they wanted to steer away from other highly-regulated platforms; they liked how customizable Woo is. Woo platform can be and desired to control the bulk of their business online and operations to the extent they could.

From the very beginning, House of Malt has been working with Woo via Woo's Enterprise Ecommerce program, which aids in the efficient cash flow. Woo has been a boon to their business through a myriad of ways. An increase in the average value of orders as well as the conversion rate and reduction in the amount of time needed to make a deposit from seven days to one day have helped in ensuring that they're able to have the cash flow to sustain the expansion of their business.

Big wins

• Conversion rates increased, and order value by 22% after implementing Apple Pay through WooPayments.
• Decreased their cash deposit time from seven days to just one day thanks to Woo Customer Success. Woo Customer Success team.
• In the year 2015 House of Malt was founded. House of Malt has grown to be among the biggest three alcohol sellers online across the U.K.

Key Extensions

• WooPayments made with Apple Pay
• Pay with PayPal along with Pay Later by PayPal
• Searchinise
• The Storefront theme
• Google Listings as well as ads
• Klaviyo email marketing

Success in the time of Brexit and Covid-19

As with the majority of British firms, House of Malt was negatively affected by the tax on exports assessments which was imposed by the Brexit law. With the complications that arose the company made a decision to shift its focus to customers within the U.K. They are among the top three companies in the U.K. for online specialists whisky sales.

Following the closing of Covid-19, House of Malt was in a position to continue their business even during the closures. They operate solely through their site.

Stores in physical locations are an integral part of their brand and gives unique experiences to clients that other retailers cannot rival.

Data mining: using data to serve customers

House of Malt has a an amazing understanding of their customers who use their website, that helps them determine their ecommerce strategy.

In general, House of Malt serves four diverse customer segments:

1. People who want to test the latest products available through the site.
2. Repeat buyers who return to houseofmalt.co.uk to purchase their most-loved products and purchase identical items every time.
3. Collectors who want to keep up-to-date with new releases and collections.
4. Wholesalers who cannot find products in other stores, and who frequent House of Malt for repeat purchases to stock up on bars as well as smaller shops.

This information can be very beneficial due to limitations on advertisements that are targeted at alcohol retailers -- something that House of Malt combats with using a comprehensive email marketing system.

The cost of a typical order can be increased by 22% using Apple Pay and WooPayments

House of Malt offers a range of various payment options, including PayPal, PayPal credit card processing, Apple Pay and Google Pay via WooPayments.

The choice was taken to go live with WooPayments specifically for Apple Pay specifically because of their popularity on their website. Jethro noted that "The most of our customers are mobile and Apple users use Safari. It is easy to see how that conversion rates will go up because of the addition of Apple Pay. There isn't any argument for why this shouldn't be the case. More friction. This has been an important change in the game to our advantage."

Since introducing Apple Pay, House of Malt reports an growth of 22% on the average volume of orders and an increase in conversion rates after offering additional choices for payment.

"The more payment methods that we are able to offer, the better- 100. The company has seen an increase in conversion rates when we started offering more payment choices. We have used all payment methods and WooPayments There has been a pleasant growth in our company over time. The outlook is good for us to continue to grow." -Jethro Hazelhurst, Ecommerce Director, House of Malt. Jethro Hazelhurst, Ecommerce Director, House of Malt

Headed across the lake to drink whiskey

House of Malt is planning to expand globally, first towards Europe and then to the U.S. They're working with shipping companies as well as their customs logistics to ensure the highest quality service for customers who order from overseas.

Thanks to their brand new facility, House of Malt anticipates growing during peak demand, like during the Christmas season, as well as their possible expansion into the international market.

Integrating more payment and product alternatives

House of Malt is also expanding their product line as well as improving their customer experience and establishing loyalty and subscription program to their loyal customers.

They're trying to discover other payment options to better meet the needs of customers payment preferences. This means increasing the buy-now and pay later (BNPL) choices with other providers.

Hazelhurst believe in the benefits from BNPL: "The fact that customers can make use of buy now and pay later options also boosts the average value of orders. All buy now, pay later option will help."

In the end, House of Malt has had a great time with its business and is looking towards the future.

"All the work you've put into WooPayments makes a great little effect" Hazelhurst said. "Somewhere in northwestern England located in an undiscovered corner of an ancient town. The whiskey we're selling is getting into the hands of people with Woo."

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