botanic®E-commerce, app and customer experience.
We have been lending our support to France's favorite chain of organic gardening centers since 2013 with its wide-ranging digital transformation strategies (overhauling the e-commerce site and creating an app) and fulfilling its everyday needs (digital sales development plan and consulting).
THE CUSTOMER'S CHALLENGE
How can the brand engage with and take action on a range of strong topics that resonate with consumers' expectations without turning a blind eye to the performance of its sales development plan?
OUR STRATEGIC SOLUTION
- Overhaul the UX/UI and continually improve the botanic.com website
- Create a mobile app for customers
- Manage, write and plan editorial content (website and newsletter)
- Develop annual sales - Analytics, KPI review, and reporting + Web performance analysis
A new digital ecosystem
The website and mobile app were designed with two ambitions in mind, namely create maximum value for the brand experience and enhance the buying experience.
The communication style was crafted for every touchpoint in the customer journey to forge and strengthen Botanic's reputation as the gold standard among organic gardening centers. An editorial policy promoting a strong commitment: "100% Customer-Oriented - 100% Natural - 100% Quality". In 2021, efforts were directed at improving the brand's omnichannel performance, while building awareness and spotlighting the brand's commitments as reflected in the decision to incorporate CSR considerations into the new brand platform.
A dedicated team
The need to work practically every day on the website called for a dedicated team, featuring a lead project manager, an assistant project manager, a content manager and a full-time web designer all year long. Throughout the year, the botanic website equated to over 700 articles, posts and pages (without counting the work on the newsletter). The team had to design and upload a number of strategic pages (homepage, gardening, etc.) in addition to the sales operations that needed deploying.
An ever changing ecosystem with a dedicated team
A proactive team was needed with the ability to accommodate the brand's new choices, such as switching the website over to Sitecore CMS, Cognos for the CRM & Selligent for routing, with Trigger incorporated directly into Magelia. The next step involved migrating the PIM system.
KPIs, analytics, webperf... and reporting!
When it came to building an empowering brand platform that promotes the very type of consumerism that we believe in, we had to go beyond the usual retail best practices and challenge all the digital channel drivers.