To achieve our goal of being a "world-class speciality retailer" and offer customers the same level of product advice online as in-store, we need a CMS for publishing "normal" articles, but also structured content. Insight tells us that our customers are unsure how to explain/articulate their own flavour preferences. Customers also find it difficult to know which features of a product are important to match their preferences. 

We also know that customers want simple and quick information that can help them make good choices, so we want to use the product page as a starting point to inform/educate users more about our products. For example: grape type is stated for all products. We would like to display brief information about the type of grape a product is made from. The text must be stored in the CMS, but displayed via the product page. The same information about grape type will also be part of a large grape encyclopaedia.