Objectives
Sky Nursery wanted to redesign its site to make it an effective sales and marketing tool, and to build a loyal customer base.
Our Strategy & Approach
InfoAdvantage designed a strategy to effectively position Sky Nursery as the gardener’s Garden Store. We:
Developed personae and messaging for the site’s target audiences: avid gardeners, occasional weekend gardeners, gift shoppers, and young gardeners.
Created the site from the gardener’s perspective, and designed content to educate and enhance one’s gardening experience.
Designed the site to be reflective of the gardening seasons to engage and excite the visitors.
Designed the information architecture and navigation to enable visitors to easily access the site’s rich content with its library of gardening tips, and integrated it with a search tool to make site visits even more enjoyable.
Developed interactive aids to encourage visitors to visit the store, participate in gardening events, select gardening gifts, and sign up to receive its communications.
Created and delivered a monthly customer e-newsletter for those who have signed up to receive it.
Manage the site to assure content is always fresh and interesting to gardeners and customers.
Outcome The redesigned site enjoys a steady growth in traffic, brings customers to the store and Sky Nursery’s sponsored events, and contributes to the company’s increasing customer base and sales. The site received a Standards of Excellence Award from the Internet Marketing Association Web Awards.
