Industry Eye: Case Study - Turning Wine Into Sales

With its former website not synced to its inventory system, customers ordered bottles online only to be told later that the item wasn't in stock. This got so bad that 30 percent of all online orders had to be canceled or reduced.

"Woodland Hills' business is very unique," says Igor Gorin, CEO of SysIQ. "It has a small quantity of great wine, which goes very quickly. So issues with inventory updates prevented people from being able to know what they were ordering. It was creating problems with their customers, who felt its website didn't bring any value. They were better off calling the company
directly on the phone rather than going online to place an order and then learning that the item was no longer available."