Baacco is a search engine which helps customers find and buy premium yet affordable wines. It…

Baacco is a search engine which helps customers find and buy
premium yet affordable wines. It describes itself as a ‘cloud first business’
and uses over 20 cloud based tools to reach customers in the UK, France,
Germany, Spain and Belgium. The idea came when founder Tai Alegbe was trying to
find a wine he had seen on a London restaurant’s menu. He felt it should be
possible to buy it some-where but couldn’t find it in a store. Sensing a
challenge, he set about searching for a UK distributor who supplied it and
found that it was difficult but not impossible to buy. He then realized there
was

Baacco is a search engine which helps customers find and buy
premium yet affordable wines. It describes itself as a ‘cloud first business’
and uses over 20 cloud based tools to reach customers in the UK, France,
Germany, Spain and Belgium. The idea came when founder Tai Alegbe was trying to
find a wine he had seen on a London restaurant’s menu. He felt it should be
possible to buy it some-where but couldn’t find it in a store. Sensing a
challenge, he set about searching for a UK distributor who supplied it and
found that it was difficult but not impossible to buy. He then realized there
was a gap in the marketplace, so he and four friends founded Baacco, ‘the
ultimate new way to search, discover and shop for top-quality and affordable
wines; whilst connecting with specialist wine merchants’. The Baacco website allows
customers to search for wines from distributors and new sellers who are not
represented in the supermarket chains and high street wine stores. Crucially,
Baacco facilitates communication between sellers and customers to create an
open discussion between wine experts and consumers who don’t really understand
grapes yet know what they like.

Baacco uses the cloud to process payments in different
regions and currencies and to analyze their customers’ experience. For
instance, they use Crazy Egg to see how people are using their website. Crazy
Egg can create maps of the most visited pages in a website from customer
clicks, and a map of how far down a web page customers tend to scroll. The idea
is to ferret out the parts of the site that aren’t viewed so that they can be
changed. Baacco uses Mixpanel to do something similar for users of their mobile
app. Mixpanel will help predict which app users are most likely to use to make
a purchase and when. These tools have been essential. ‘They allow us to build,
measure and learn about our customers far quicker than any other method’, Mr
Alegbe says. One warning raised by Crazy Egg was that customers in France and
Spain were getting to the check-out and then leaving the website. Investigating
this, Baacco found that those customers were being put off by unfamiliar
payment logos.

The cloud tools helped the business to grow. ‘We scaled up
our business by gaining an early understanding of which marketing channels had
proven to be most successful, and then making sure the unit economics for that
channel made sense for the business’, said Mr Alegbe. They also helped the
business appear much bigger to customers than it really was, which is a
recurring theme in case studies of small businesses who access the cloud. ‘The
cloud provides a more affordable, flexible and scaleable platform that greatly
enhances small retailers’ opportunities to manage, share and control its data –
and function like a globally integrated enterprise’, says Vish Ganapathy, vice
president and chief technology officer at IBM.

1 What were the advantages to Baacco in using cloud
computing?

2 How would knowing where people stop scrolling down a web
page help to redesign that page?

3 How could a company decide between two possible changes
they are considering making to their website?

4 Investigate and list some other cloud services Baacco
could potentially use.

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