Since 1987, the family owned Plantorama has opened 13 garden centers across the country. And each center is a destination in and of itself with a jungle of plants, live animals, cafés, and restaurants. It’s a mecca for spending family time and an inspirational haven for plant lovers everywhere.
When Plantorama decided to digitalize their gardening universe, the mission was clear – to empower their customers to shop whenever, however, and wherever they wanted.
This is where Plantorama ran into a unique challenge:
When the shopping experience is based on shopping locally, how do you make sure you show customers products that are actually available for pick-up or delivery in their local garden center?
Here, personalization in all channels became the solution to unite touchpoints.
Where’s my hedge?
However, this solution created quite a problem in Plantorama’s case: While a popular product was available on the webshop, the product might only be available for pick-up or delivery in one or two garden centers – ironically due to its popularity.
This meant that a customer looking to buy a hedge would be targeted with popular hedges, only to find that the hedge was only in stock in a garden center in the other end of the country.
Needless to say, this was a frustrating and time-consuming issue. At worst, it might make the visitor give up on her gardening project for the day.
“We saw the results of personalization almost overnight. From the date of implementation, we saw a jump in conversion rates at 40% – all from making sure visitors are shown products they can actually buy.”
So, what’s next?
Here, being able to recognize each customer across platforms is high on the agenda: Where have they been? What have they looked at? And how do we target them with the right message at the right time?
Plantorama know where their strenghts lie – in the unique experience and the expert knowledge they provide – and they want these strengths to be at the roots of every customer interaction.
- Make sure that their customers quickly find what they’re looking for when navigating Plantorama’s site – and that the products are always available for purchase.
- Deliver more relevant recommendations based on the customers’ location, behavior, and preferences.
- Create a seamless transition between the new website and the well-known garden centers.