Juuls Vin & Spiritus: From tradition to digital B2B transformation

Founded in 1926 by Svend Juul, Juuls Vin og Spiritus has a rich history as a wine shop. Today, alongside their B2C, they thrive as a B2B wholesaler, catering to restaurateurs, hotels, chefs, and bar owners. While their success has historically relied on skilled salespeople building strong relationships, the company saw the need for digital transformation to modernize its operations and grow its online revenue.

The transition to e-commerce

In 2021, Juuls began its digital journey, launching a B2C website, followed by a B2B-focused platform in 2022. By 2024, online sales represented 30% of their total revenue—a dramatic increase from just 2.3% in 2018. This shift didn’t cannibalize offline sales but reflected both growth and the migration of wholesale customers online.

Back when they decided to initiate the digitalization project, Juuls Vin & Spiritus prioritized translating their main challenges into 3 key goals. With this approach, they made sure their efforts would directly address current inefficiencies while ensuring their long-term vision for their e-commerce business.

3 key goals for digitalization

Custom pricing transparency:
B2B customers need clear access to their personalized deals—whether discounts on specific products or promotions like “buy 10, get 2 free.” The new platform had to ensure customers could quickly view their tailored pricing and promotions, so that it could help encourage higher order values.
Efficient product search:
With an extensive inventory spanning wines and spirits, Juuls' new platform had to accommodate varied search behaviors. Whether customers searched for specific product types (e.g., Bordeaux) or broader needs (e.g., wine for beef), the platform had to deliver relevant, accurate results through advanced search capabilities.
B2C-like experience for B2B customers:
Modern B2B buyers expect the same ease of use they encounter on B2C websites. Juuls wanted to focus on providing a personalized, seamless shopping experience with intuitive navigation, rapid checkouts, and a user-friendly interface.

Customized pricing in search and product pages

Custom pricing is a common practice in B2B commerce, where pricing is tailored based on factors like purchase volume, contract terms, and established relationships. For Juuls Vin & Spiritus, it is a critical component in ensuring their e-commerce platform accurately reflects how they conduct business, meeting the unique needs of their diverse customer base.

Customers now see their specific pricing agreements—whether percentage discounts or deals like "Buy 12, Get 2 Free"—directly in search results and product pages. This transparency makes it easy for buyers to act quickly, while sales teams can adjust agreements directly in their DynamicWeb login.

Advanced search for professional needs

For B2B, effective search functionality is essential. It must recognize industry-specific jargon and handle precise item specifications. The results must also be hyper-personalized, ensuring users find exactly what they need while factoring in products relevant to their specific context and requirements.

Juuls' search functionality is designed for professionals knowledgeable on the subject, allowing users to find products based on attributes like flavor profiles (mineral white wine) or food pairings (white wine for shellfish). Even vague or misspelled queries are handled effectively through fuzzy search and synonym mapping.

Additionally, Juuls connects customer activity across platforms using cookie IDs, login data, and Klaviyo integration. This ensures a personalized experience, even when customers move between their B2C and B2B sites.

Recommendations that drive decisions

Then there was the question of recommendations. Recommendations boost customer engagement, and when truly effective, they take factors like purchase history and the shopper's context into account to provide highly specific and relevant suggestions.

On product detail pages, Juuls employed two recommendation strategies:

"Others Have Also Viewed": This recommendation type suggests similar products, like other Chablis wines, to ensure customers find the right product. This logic is designed to convert indecisive visitors.
"Often Bought Together": This one highlights complementary products, such as pairing a Chablis with a cava, to encourage upselling and larger basket sizes.

These recommendations are powered by Relewise’s pre-built algorithms, which analyze customer behavior and purchasing patterns in real time across the B2B segment. Not only do they enhance search and recommendation features over time, but they also offer small yet significant dynamic, behavior-adaptive functionalities such as:

Real-time updates: When a product is added to the basket, it’s automatically removed from recommendations and search results, creating a smoother and more efficient shopping experience.
Context-aware suggestions: For bar managers or chefs, recommendations evolve to include related categories—like Aperol for your prosecco—aligning with typical buying patterns for a complete bar setup.

"Recently Viewed" for easy access

Last but not least, a compact, visual "Recently Viewed" feature has been implemented on Juuls Vin & Spiritus. This feature displays the last five browsed products without scrolling, letting customers quickly revisit items and finalize their selection.

Wrapping up

Juuls Vin & Spiritus emphasizes the importance of integrating personalized, seamless experiences across both B2C and B2B platforms. By focusing on custom pricing, advanced search functionality, and tailored recommendations, Juuls boosted customer engagement and streamlined the buying process.

This case demonstrates how B2B companies can benefit from offering consumer-grade experiences—personalized and intuitive—without compromising the complexity their professional buyers require. In doing so, Juuls Vin & Spiritus effectively ensures both customer satisfaction and revenue growth.