Bundaberg Rum is Diageo's only local brand and a true Aussie icon for rum enthusiasts (of which there are many). Netstarter was selected as their eCommerce partner, tasked with delivering the new Bundaberg Rum website. The brief was to create a destination for all things Bundy, a website that was as much a brand experience as it was a channel to sell product.
In collaboration with Diageo and their creative partner Leo Burnett, Netstarter delivered a website that was driven by engaging content but also designed to convert sales of their rum and merchandise. Matching of curated content with selected products was one of the key factors for improving user engagement on the site. The inclusion of a loyalty program was another tactic designed to increase customer retention. The site was completely built on Magento Enterprise and uses Magento extensions for the forum and blog. The Explore section of the site contains up to date information on events and news, recipes and videos and booking forms for the distillery. The Rumbassadors Club is a paid subscription service for true enthusiasts who receive special deals, exclusive products, member forum access and access to private events. SweetTooth rewards was used for the loyalty program, allowing customers to earn points both online and offline through the integration with their POS. For integration, Netstarter partnered with Fusion Factory to connect the site to their warehouse management system and SAP.