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Case Study

Joseph Phelps E‑Commerce Transformation

Joseph Phelps

One of Napa Valley’s most storied wineries with a rich 50‑year legacy, Joseph Phelps partnered with Deksia (via Highway 29 Creative) to refresh their digital presence while maintaining the brand’s heritage. The timing was critical: their previous site was outdated, they were transitioning ecommerce platforms (from AMS to Commerce7), and had recently been acquired by LVMH.

Industry: Luxury Wine / E‑Commerce

Location: Napa Valley, California

Project Scope: Website structure and UX overhaul, platform migration, enhanced conversions for online shopping, reservations, and wine club enrollment, all while preserving the brand’s narrative.

Solution Provided: Through immersive discovery, Deksia distilled five decades of legacy into a clean, modern, conversion‑focused site. The revamp included a new homepage with immersive video, prominent calls‑to‑action, a streamlined shop structure with Commerce7, and a rich product storytelling experience for their flagship Insignia wine.

The Challenge

Joseph Phelps’s old website was a single‑page homepage with limited text, confusing navigation, weak SEO, and virtually no direct calls to action. Visitors commonly left without shopping, booking, or joining the wine club. With the transition to LVMH and the Commerce7 platform, they needed a digital identity that honored their storied past while delivering modern performance.

The Solution

  • Homepage Reimagined: A high‑impact immersive video opens the experience, followed by clear calls‑to‑action for shopping, booking, and club sign‑ups. A powerful quote from Robert Parker anchors the brand voice.

  • Commerce7 e‑Commerce Integration: The shop was cleaned up—three products per row, clear pricing including member/retail, plus hover‑activated lifestyle imagery to elevate the experience.

  • Flagship Product Focus: The Insignia wine page was redesigned with scrolling modular imagery, streamlined copy, and a sticky "Add to Cart" button, making it both elegantly visual and conversion‑friendly.

  • SEO & Usability Improvements: More text, clearer structure, and intuitive navigation boosted SEO, reduced bounce, and improved user journey.

The Results

  • Launch delivered a site experience that balances luxury storytelling with modern e‑commerce functionality.

  • Immediate uplift in user engagement, conversions, and wine club enrollments.

  • A long‑term partnership is in place to continue refining the digital experience in alignment with sales goals.

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