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British Airways Wine Club flew up the table of the Top UK drinks websites in April, according to analysis undertaken exclusively for Retail Insider by online specialist Sitemorse, as it recovered most of the fall that it suffered earlier in the year.

It moved up 20 places into second spot with a score of 6.30 out of 10 compared with the 2.24 that it achieved in March that pegged it to 23rd spot in the table. It almost managed to grab the top slot this month but was just held off by Spar (UK) that moved up four places with a score of 6.36.

This represents a reclaiming of the crown by Spar (UK) that held top spot in February but was dislodged last month by Budgens, which slips three places into fourth spot. Such movement marks an interesting month as only one retailer holds the same spot as last month – Londis in sixth spot.

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 bigger movers in April are Oddbins that climbs 10 places to 11th spot, thereby almost recovering from the fall of 12 places last month. Virgin Wines made progress, up five places to 15th spot, and Asda moved up four places to 21st spot.

Faring less well this month are a batch of retailers including: Bargain Booze, down five places to seventh spot; Fortnum & Mason, down six to 13th; Marks & Spencer, down six to 14th; and Majestic Wine, down seven to 16th.

The bottom of the table finds some big names languishing, with Laithwaites falling five places to 23rd spot, and Tesco slipping five places into 24th spot. They both sit just above Naked Wines that moved down two places into 26th spot.

Top UK Drinks Retail Websites – April 2016

 Company Name                                  +/-       Score out of 10

  • Spar (UK)                                      +4                  6.36
  • British Airways Wine Club    +20               6.30
  • The Whisky Shop                       +1                   5.84
  • Budgens                                          -3                   5.76
  • Aldi                                                   -2                   5.34
  • Londis                                             same            4.84
  • Bargain Booze                              -5                  4.48
  • The Drink Shop                           +2                 4.24
  • EH Booth & Co                             +3                 3.84
  • The Wine Society                        +3                 3.76
  • Oddbins                                           -10                3.70
  • Lidl                                                     -1                  3.59
  • Fortnum & Mason                      -6                  3.50
  • Marks & Spencer                         -6                  3.50
  • Virgin Wines                                 +5                 3.40
  • Majestic Wine                                -7                 3.40
  • Selfridges                                         -1                  3.22
  • Morrisons                                        -4                 3.20
  • Slurp.co.uk                                      -4                 3.08
  • BEERmerchants.com                 -3                 2.86
  • Asda                                                    +4                2.86
  • Sun Times Wine Club                +1                  2.60
  • Laithwaites                                      -5                  2.60
  • Tesco                                                  -5                  2.28
  • Waitrose Cellar                              +1                 2.14
  • Naked Wines                                  -2                 1.82

Sitemorse has been advising its clients about how to improve their web presence for more than a dozen years and its technical team have fine-tuned the Sitemorse software engine so that it is capable of doing far more than just helping find problems. The company offers true digital insight to many large and small organisations in public and private sectors, as well as publishing regular unique INDEX benchmarks