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Bargain Booze maintains its position as the UK’s best performing drinks retail websites as it delivers a stronger performance than last month, according to tests conducted on the top 25 UK drinks retailers for April.

The Conviviality Retail-owned business improved on the 7.56 out of 10 it achieved last month with a score of 8.28 that now gives clear light between it and second-placed Fortnum & Mason, with its 6.80 that matches its score from April.

This highlights the business’ serious intent as it comes alongside its announcement that it has acquired 26 Rhythm and Booze stores to expand its physical footprint. Bargain Booze was not the only retailers to hold its place as the top six in the ranked table of the top UK drinks retailers’ websites – produced exclusively for Retail Insider by website testing specialist Sitemorse – remain unchanged this month.

To produce the rankings Sitemorse runs automated software that page-by-page reads the first 125 pages of each website and analyses on the basis of six key criteria – function, code quality, user experience, accessibility, performance and SEO capability.

Among the movers this month are Aldi that dropped four places with a score of 3.60 that pushed it into 11th spot just ahead of Tesco that advanced three places. Other climbers include Marks & Spencer, up two places to 15th spot and Sunday Times Wine Club, up two to 16th spot, which follows its climb of three places in April.

Waitrose also moved up two places as it launched a new site, Waitrose Cellar, which replaces its Wine Direct site. It includes a Fine & Rare range and provides the ability for shoppers to rate and review on the site, which it hopes will all contribute to it growing its share of online wine sales.

Waitrose will no doubt have noticed that online sales of beers, wines and spirits enjoyed month-on-month growth for April of 19%, which highlights the ongoing strength of the general online channel. IMRG Capgemini e-Retail Sales Index recorded internet-based sales up a healthy 17% year-on-year in April.

Potentially failing to take advantage is The Drink Shop that fell six places to 18th spot with a score of 2.89, which compares with 3.61 last month. The bottom of the table saw a reversal of the change that took place last month, with Virgin Wines falling back to plumb last as Naked Wines improved its score that moved it up one place.

Londis was yet again excluded from the Sitemorse testing this month because of its reliance on JavaScript.

 

Top UK Drinks Retail Websites – May 2014

Company Name                      +/-       Score out of 10

Bargain Booze             same   8.28

Fortnum & Mason       same   6.80

The Whisky Shop         same   6.64

Spar (UK)                     same   5.59

Lidl                              same   5.49

Budgens                      same   4.82

Iceland                           +1        4.58

EH Booth & Co               +1        4.38

BeerMerchants.com   +1        4.32

The Wine Society        +1        4.20

Aldi                              -4         3.60

Tesco                           +3        3.20

Majestic Wine             same   3.12

Waitrose                     +2        3.12

Marks & Spencer        +2        3.00

Sun Times Wine Club  +2        2.97

Laithwaites                  -3         2.96

The Drink Shop            -6         2.89

Slurp.co.uk                  same   2.88

Asda                            same   2.86

Sainsbury’s                  +1        2.74

Morrisons Cellar         +1        2.60

Selfridges                    -2         2.40

Naked Wines               +1        1.88

Virgin Wines               -1         1.62

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