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Gardening supplier introduces behavioural merchandising solution to cultivate e-commerce channel   Suttons is working with Avail Intelligence to maximise conversion rates and increase average basket value on its website.   The seed, plant and horticultural goods supplier has implemented Avails Behavioural Merchandising solution. This will automatically generate real-time recommendations for online shoppers based upon the behaviour of customers matching their profile.

Gardening supplier introduces behavioural merchandising solution to cultivate e-commerce channel

 

Suttons is working with Avail Intelligence to maximise conversion rates and increase average basket value on its website.

 

The seed, plant and horticultural goods supplier has implemented Avails Behavioural Merchandising solution. This will automatically generate real-time recommendations for online shoppers based upon the behaviour of customers matching their profile.

 

Having operated online since 2000, the company previously used a manual system to make recommendations. Due to the sheer number of products offered on Suttons.co.uk and growing customer numbers this proved extremely time consuming to manage. As a result, the company selected the Avail Intelligence solution to automate the process, to generate operational efficiencies and revenue growth.

 

System built to flex with e-commerce growth

 

The decision to work with Avail was largely influenced by modular nature of its solutions, meaning that Suttons can introduce additional products as their needs change. Future plans to develop its ecommerce offering meant this was particularly important to the supplier, especially as the brand expects to see its online channel grow significantly this year.

 

“As gardening becomes a trendy hobby among the younger generation, our website has been crucial in reaching out to this new audience,” said Brian O’Donnell, ecommerce and database marketing manager at Suttons. “We’re committed to approaching this internet savvy audience in a targeted and relevant way and this is one of the key things that led us to review our e-commerce strategy and work with Avail.”

 

“Founded over 200 years ago, Suttons has first hand experience of the rise of ecommerce having seen the transition of many mail order customers online,” said Pontus Kristiansson, chief executive and co-founder at Avail Intelligence. “Its recognition of the changing way that consumers want to buy products is something that other brands can learn from. Retailers need to do everything possible to give customers what they want, how they want or they risk seeing them go elsewhere.”