Finding an elegant balance with BigCommerce
It was late 2018 when Four Pillars realized any future growth required a full website overhaul to make it a destination that people wanted to go to. The new site needed to:
- Be fun, colorful and hospitable
- Provide an elegant balance between high-functioning ecommerce and users’ expectations
- Have intuitive qualities in its navigation
- Enable people to add spontaneous items to their carts
- Have the creative ability to tell a brand story
And, Jones had a lot to say about it:
“We could not allow our site to become a retail platform that’s all about conversion and not about immersion. So, we decided right out of the gate to build on a specialist ecommerce platform because we didn’t want to go down the same path again of building a commerce site with commerce inspiration. We wanted to build on a commerce platform.
Magento, Shopify and BigCommerce were the top contenders. Our goal was to find the right partner to help us strike the perfect balance between brand experience, storytelling and world-class, future-proof, scalable ecommerce.
BigCommerce provided great user-friendliness and would give us the ability to build a custom content layer with a headless layer on top so we weren’t getting stuck with something that just looked like an average, ordinary site.
We knew we could benefit from BigCommerce’s functionality, usability and technical excellence. But, we could build on top of that something that looked absolutely like Four Pillars’ brand experience rather than something that had more of a templated feel to it.”
“We are using this structure to get the best of both platforms — using Wordpress for a rich custom content experience, and BigCommerce for an efficient transactional ecommerce experience,” said Paul Green, Four Pillars Website and Ecommerce Manager. “The separation of the display layer also gives us the flexibility to create a brand experience which fits with our other brand assets and real-world, in-person customer experiences at our tasting labs and distilleries.”
- Event/Venue Booking:
“The key thing we’re getting from BigCommerce is the flexibility from its open APIs. It gives us the ability to build what we have with WordPress and extrapolate from it to do more innovative things that we probably wouldn’t be able to do with just an ordinary, more rigid platform,” Green said.
Overdose, the digital commerce agency that built Four Pillars’ website, played a pivotal role in ensuring ecommerce was not relegated to the end point of the customers’ experience, but the entry point. “The site is built so you can choose your own adventure and in the process not get lost in the site. What Overdose created enables us to offer a romantic sense of seductive brand storytelling to draw people in and bring them closer to the craft,” said Jones.
“We knew we could benefit from BigCommerce’s functionality, usability and technical excellence. But, we could build on top of that something that looked absolutely like Four Pillars’ brand experience rather than something that had more of a templated feel to it.”
CO-FOUNDER AND BRAND DIRECTOR, FOUR PILLARS GIN
“We are using this structure [headless] to get the best of both platforms — using Wordpress for a rich custom content experience, and BigCommerce for an efficient transactional ecommerce experience.”
WEBSITE AND ECOMMERCE MANAGER, FOUR PILLARS GIN