Scalable Ecommerce

Tennent’s is their flagship brand, and one of Scotland’s most iconic. Instantly recognisable, deeply rooted in culture, and beloved across generations.

That heritage set the bar for a bold, brand-led multi-market and multi-lingual eCommerce platform in tennents.com — built to scale both technically and creatively, and designed to be able to extend to the wider C&C digital estate, through a shared design system and multi-site architecture.

Tennent’s needed a new website that reflected the confidence and character of the brand, while being fully integrated with their existing  Shopify platform to deliver a seamless customer journey from browsing to checkout.

Flexibility was key. As was support for frequent campaign launches, promotions and competitions. So integrating seamlessly with Klaviyo to put CRM-driven personalisation at the heart of digital campaigns was crucial.

The solution needed to be future-proof and built on a scalable architecture to allow flexibility over potential future e-commerce platform decisions.

To support a website design and build roadmap for multiple C&C Group brands Including Bulmers, Magners, Menabrea and more, we devised a shared design system balancing creative consistency with operational efficiency.

We developed a custom, component-based design system with multi-brand capability at its core.

Using a headless CMS and integrating Shopify via webhooks, we created a seamless brand and eCommerce experience.

Reusable components enable rapid page creation while maintaining brand consistency. Combining our flexible component-based design system and architecture with tight integration to the Klaviyo CRM platform — the various brand teams have full creative freedom across content and campaign pages enabling the delivery of high-impact campaigns, like Get Tae Germany for Euro 2024 and the many campaigns via their partnership with Scottish Football, and Scottish Rugby.