Garden.com Mini-Profile |
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Site went live in 1996 - Closed December 2000 Sadly Garden.com closes its virtual doors in December 2000. Key
site features: Garden.com is built on a foundation of community, commerce and content, the three essential legs required to support a successful ecommerce site in the 21st century. “Technologically, it is very easy to personalize and offer suggestions, suggests John Stansbury, Director of Information Management. “What is very difficult is making that personalization relevant to the user.” An example of one of the things Garden.com has done is to help people buy plants that are right for the growing zone and season of the customer. “We’ll advise a customer that it’s not a great time to buy this plant.” Garden.com originally purchased KD1 (recently acquired by NetPerceptions) to provide them with analytical breakdowns of their customers; analytics on clustering and segmenting of their customer and product base. Garden.com is now running promotions that are targeted using the analytics provided by NetPerceptions. They identify their most valuable customers as well as those that have the potential of being highly valuable. They identify products that have an affinity across multiple baskets over time, taking into account seasonality. “We are running promotions that look at extremely valuable customers identified based on metrics of recency, frequency, monetary, variety and tenure, adds Stansbury. “We identify products that are common in the purchases that those people have made, and identify cross-sell products that have a very high affinity to the products purchased.” Using NetPerceptions, Garden.com has identified a large number of highly valuable customers and targets products appropriate to those customers. They then use Digital Impact to help develop and deliver highly targeted email campaigns to these selected groups. A 24-hour online chat allows members to share experiences online in real-time. Garden.com utilizes eShare to link their call center reps and provide access to inbound customer queries. |
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See also eRetailNews 2000-3 report |
