How Plantorama’s conversion rates grew by 40% with tailored Web Personalization
Plantorama
Industry: DIY
Partner: Novicell
Solutions:
%
increase in conversion rate by using warehouse data for recommendations
%
increase in visitors looking at product pages on Plantorama.dk
About
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.
One size does not fit all
In 2020, Plantorama decided to elevate their newly established webshop. They knew that omnichannel was the way to go to sow their crops in the world of ecommerce, but they needed to find a solution that fit Plantorama’s specific business model.
“How do we show our customers the plants that they can actually buy? The ones that are available in our garden centers? There was no doubt that personalization was a part of the solution, but it had to be tailor-made to Plantorama.”
The natural choice was to implement Raptor Services’ Web and Search Personalization – and they also started offering “Click & Collect” or “Click & Get Delivered”, all depending on the availability of the closest garden center.
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.”
Targeting customers where they are
This problem had to be solved.
Since each of Plantorama’s customers shop locally, it was all-important to create a solution where each costumer is shown product recommendations that are personalized, popular, and, importantly, available in their local center.
Raptor Services developed a special logic based on the warehouse data from each individual garden center. The logic was set to recommend products available in 9 or more centers on Plantorama.dk. This way, the website modules avoided promoting sold out products to customers.
Plantorama’s omnichannel strategy is still grounded in the physical garden centers. That’s why they make sure to carefully nudge their visitors to enter their location. By using personalization to target customers based on geography, Plantorama are better equipped for reaching visitors with products they can actually buy.
Popular garden furniture right now
Results
%
increase in conversion rate by using warehouse data for recommendations
%
increase in visitors looking at product pages on Plantorama.dk
%
increase in conversion rate by moving recommendation module upwards
And the success story goes far beyond just conversion rates:
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.
Raptor Solutions
Search Personalization
Website Personalization
Take-aways
- 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.
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