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Oddbins drinks to more powerful Rackspace ecommerce infrastructure

Antony Savvas | Jan. 2, 2015
Oddbins hopes the Rackspace system will help it double website sales by the end of next year.

Wine merchant Oddbins has begun using Rackspace Managed Cloud services to power its website in time for the Christmas festivities.

Oddbins has upgraded its ecommerce infrastructure to a Rackspace dedicated solution, which is, according to Oddbins, five times faster than the one its previous vendor provided. The new solution offers a managed web application stack, enhanced security and the performance of a bare metal server to support the firm's growth plans for 2015.

Oddbins hopes the Rackspace system will help it double website sales by the end of next year. The technology comes with access to a Rackspace team of specialists to support Oddbins' internal team, who will now have more time to support the company's plan to more than double the number of its physical stores from the current 45 to over 100 in 2015.

Oddbins decided to change its hosting provider after facing a number of challenges and problems. One of these problems occurred when a bottle of wine from the Oddbins range was featured on television. As several hundred viewers visited the Oddbins website to buy the product, they were unable to add it to their online shopping cart, "due to a problem with the infrastructure", said Oddbins, and many sales were lost as a result.

Tony Duffy, ecommerce manager at Oddbins, said: "We had lost confidence in the website's performance reaching the standards we expect, especially when dealing with spikes in traffic around holiday periods. This created two significant problems. One was that we lost revenue due to customers being unable to make purchases and the other was reputational damage caused by these negative experiences."

The top three requirements that Oddbins looked for in a new hosting provider were strong support, the capability to roll out a solution quickly and enhanced security.

Duffy said: "Rackspace has restored my confidence in the website being something we can be proud of, while supporting our plans for growth. In the past, it was down to us to think of ideas on how to improve the site, but now we regularly receive useful insight from Rackspace, which is incredibly valuable to us. And we now don't have to worry about website infrastructure maintenance anymore."


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