Wine warehouse Majestic Wine is to relaunch its UK website to feature localised ranges and improved customer recommendations this summer after hiring multichannel consultant Javelin Group.

The new site will allow shoppers to see the stock in their local stores, from which Majestic fulfills its online orders. Shoppers will also be able to see its full national range if they select to.

The retailer has hired software specialist Intershop to redevelop the site to improve personalisation, order fulfillment and relaunch its French store’s site.

The relaunched website, due to launch this summer, will also include improved design, navigation and recommendations based on shoppers’ buying habits.

The retailer has hired consultant Javelin Group to advise on its multichannel strategy and fulfilling online orders.

Majestic Wine ecommerce director Richard Weaver told Retail Week said: “This will allow customers to shop with us more easily and improve their experience. We have not taken a wholesale view of the website for six years.”

Weaver said the retailer’s tailored recommendations would be more sophisticated than grocer Morrison’s newly launched wine site which uses a short questionnaire to discern customers’ palettes.

He said: “We cite a very high advice benchmark as one of our unique selling points. I’m keen to avoid things that use technology to produce inferior, generic flavour profiles. We prefer a ‘if you like this, you’ll love this’ method.”

Majestic said it will create a new design for its French ecommerce operation which allows shoppers to order online and collect in its two stores in Calais.