Shopify Plus

Shopify Plus build with custom checkout, advanced search & campaign management

BOIR, Belgium’s specialist in exclusive wines & spirits, set out to build a webshop in Shopify Plus that mirrors the refinement of its collection while keeping the buying journey straightforward and accessible.

The webshop had to support complex rules and sophisticated product information, while remaining intuitive. One of the main challenges was the product detail pages (PDPs). Each product carries extensive information and multiple metafields, ranging from tasting notes to origin and production details. Ensuring that this information was displayed clearly and elegantly was critical for enhancing the customer experience. At the same time, the design needed to be implemented to remain consistent across wines & spirits, BOIR Primeurs, and event-specific pages.

From exceptional wines & spirits to a seamless digital experience

Seamless checkout and flexible payments

The checkout was designed to feel effortless, regardless of the order size. Customers can complete small personal purchases as easily as larger pre-orders, with flexible payment options in place for larger transactions. Automatic discounts and promotional offers, such as complimentary gifts, are seamlessly integrated, supporting campaigns and seasonal promotions.

This was achieved by leveraging Shopify Plus features, including Shopify Functions and Extensions, which made it possible to customize the checkout and implement flexible discounting without relying on external apps. These native tools ensure a smooth, scalable setup that adapts to both consumer and professional buyers.

Unique event pages and BOIR Primeurs

BOIR Primeurs was developed as a distinct shop-in-shop with its own style, separate from the catalog. This setup makes it possible to present the wines for pre-order in a way that reflects their exclusivity. Event pages are part of the main webshop but function as dedicated sections. Both structures give BOIR the flexibility to run campaigns while keeping the overall brand experience consistent and premium.

Advanced search and smart navigation

With a wide assortment of products and detailed product attributes, finding the right bottle can be challenging. Algolia provides fast and relevant search across product names, descriptions, and key attributes, while filters powered by metafields—such as producer, type, and specific characteristics—allow customers to refine results with precision.

Additionally, the homepage features a sophisticated matchmaker tool that guides customers through personalized recommendations based on their preferences and occasions. This combination of advanced search, intelligent filtering, and personalized matchmaking ensures that buyers can easily discover the perfect wines for any situation, improving satisfaction and encouraging repeat visits.

Pickup points

To offer customers maximum flexibility in receiving their orders, Atlas was connected to the webshop, providing pickup options via Colruyt's Collect & Go network. Customers can conveniently select pickup locations across Belgium when placing an order, with real-time availability and location mapping integrated into the checkout experience.

Flexible content management and campaigns

The use of meta objects enables content blocks to be reused across pages and templates, simplifying updates and ensuring consistency. Separate content pages are created for wine producers and appellations, allowing BOIR to share detailed stories, heritage, and product information with customers.

Launchpad supports the frequent promotion changes BOIR runs—almost every two weeks—by allowing new themes to go live at midnight. This enables the webshop to stay dynamic and visually aligned with ongoing campaigns without disrupting the core structure.

For content, T-Lab and DeepL supported the Dutch and French setup, with French mainly added for Wallonia. T-Lab’s glossary function proved especially valuable for wine-specific terminology, ensuring translations remained precise and consistent with the brand.

Collaborative approach with Leap Forward and BOIR

Radikal worked hand-in-hand with Leap Forward, the design agency behind BOIR’s visual identity, and the client team, combining each party’s strengths in a truly collaborative process. Through regular meetings, workshops, and hands-on sessions, the team tackled design, development, and feature implementation together, ensuring smooth coordination and agile decision-making.

BOIR maintained active involvement throughout the entire project, from initial planning to post-launch optimization. The team participated in development sprints, provided timely feedback, and contributed business insights that informed key design and functionality decisions. This collaborative approach ensured solutions aligned with both operational requirements and customer needs. The partnership continues beyond launch, with BOIR actively participating in feature prioritization and ongoing improvements, keeping the webshop dynamic and aligned with evolving business goals and customer expectations.

Results: a premium Shopify Plus webshop reaching 15,000 clients with 31% returning customers

The custom Shopify Plus webshop delivers a seamless experience for wine enthusiasts and professional buyers alike. It combines elegant design, flexible ordering, intuitive navigation, and efficient backend operations. Event pages, advanced search, and campaign features can be managed effortlessly, while customers enjoy a smooth, engaging experience that mirrors the premium quality of BOIR’s wines.

Since launch, the webshop has reached over 15,000 clients, with a returning customer rate of 31.3%, reflecting strong engagement, loyalty, and the webshop’s effectiveness in catering to both casual and professional buyers.