Sector(s)
Dynamic Vines required a modern eCommerce platform capable of supporting its established trade customer base while improving retail visibility and growing its direct-to-consumer offering.
The site needed to balance rich editorial storytelling around producers and wines with fast, reliable ordering for trade customers. It also needed to support multiple commercial models, including retail sales, trade pricing, and membership subscriptions, without fragmenting the customer experience.
Open Imagination delivered the solution using Drupal and Drupal Commerce as part of its Grapes platform approach, combining industry-specific custom development with carefully selected contributed modules.
Building a scalable eCommerce platform? Get in touch with our team.
About the project
Goals
Dynamic Vines needed a platform that could reflect its close relationships with producers while supporting both B2C and B2B commerce. Key goals included:
- Presenting the Dynamic Vines brand through a clean, modern, content-led design
- Making producer stories a core part of product discovery
- Supporting retail and trade customers within a single Drupal Commerce system
- Offering membership subscriptions alongside one-off purchases
- Enabling editors to manage products, content, and subscriptions without developer involvement
Requirements
The platform needed to support:
- Trade-focused ordering journeys optimised for speed and repeat use
- Retail shopping with strong editorial context
- Structured product data and scalable catalogue growth
- Membership and subscription products
- Integration with EPOS systems for product and customer data
- Flexible pricing and shipping logic based on customer type
Outcome
The completed Drupal Commerce platform provides Dynamic Vines with a unified website that supports both retail and trade customer journeys while strengthening content-led storytelling around producers and wines.
The platform gives the team greater control over content, merchandising, and site structure, and provides a scalable foundation that can be iterated and expanded as commercial needs evolve.
Key Features
- Trade ordering and B2B customer experience supporting fast, efficient ordering journeys
- Retail ordering combined with a brand-led content experience to support discovery and conversion
- Optimised purchase journeys for trade and retail customers through clear catalogue structure, efficient browsing, and a reliable checkout
- EPOS system integration enabling catalogue data and trade customers to be synchronised into Drupal Commerce
- Content-managed homepage using reusable components to highlight products, producers, events, and news
- Structured mega-menu navigation supporting key journeys, including Wines, Producers, Gifts, Membership, and Events
- Improved product discovery through structured listing pages and filterable browsing
- Producer storytelling integrated directly with commerce so producers remain part of the purchasing journey
- Wine Storage account functionality, allowing customers to view wines held in storage
- Personalised pricing and shipping logic aligned with customer type and account requirements
Building a scalable eCommerce platform? Get in touch with our team.
Why Drupal was chosen
Drupal was selected for its flexibility and stability, supporting a business operating across multiple customer types and commercial models.
Drupal Commerce provides a modern eCommerce framework that integrates seamlessly with Drupal’s content management capabilities. Combined with Search API, Facets, and Migrate, the platform supports structured product data, complex pricing logic, and scalable integrations.
Drupal’s flexible roles and permissions allow Dynamic Vines to manage different user types, including trade customers, retail customers, members, and administrators, each with tailored access to pricing, content, and functionality.
The open-source nature of Drupal ensures long-term autonomy, allowing the platform to evolve without reliance on proprietary systems.
Building a scalable eCommerce platform? Get in touch with our team.
Technical Specifications
Drupal version:
Key modules/theme/distribution used:
Drupal Commerce provides a flexible foundation for managing products, pricing, checkout flows, and subscriptions across both retail and trade customers.
Search API and Facets support structured, filterable product discovery across a growing catalogue. Paragraphs and Layout Builder empower editors to manage content using reusable components without developer involvement.
Migrate modules enable reliable data synchronisation with external systems, while Commerce Shipping and Stripe provide configurable fulfilment and payment workflows aligned with operational requirements.
Building a scalable eCommerce platform? Get in touch with our team.
