Strategies for Multi-Channel Retailing
July 12, 2007
AmericanMeadows.com announces record growth for 2007 Spring Season with new site and new platform.
July 12, 2007 - AmericanMeadows.com, a fast-growing internet-only garden products site has just finished its industry’s all-important spring season, after launching an all-new site in January. At the same time, the firm added a new back-end system called Response from Colinear Software. This year’s spring season continued the growth AmericanMeadows.com has enjoyed, with sales doubling over the last three years, creating a sustained annual growth rate of over 33% a year. Traffic and conversion rates have grown at higher rates. Page views have increased year to date in 07 by 41%.
The new site saw a major increase in traffic vs. the same time period during the last two years, with best days in 07 topping 8,000 unique visitors a day. “Just a couple of years ago, we were thrilled with 2000 uniques a day, ” says Ray Allen, CEO of AmericanMeadows.com. . The firm’s average order has also increased dramatically with the new, expanded website.
“Our various shipping seasons for various products led us to this new back-end system which allocates inventory and handles fulfillment far better than our earlier one.” says Allen.
AmericanMeadows.com, in business over 25 years, has been a pioneer in selling wildflower seeds online, and in the past few seasons, has added flower bulbs and perennials. The company is an early and extensive user of Google Adwords, and is featured as one of the four “Success Stories” on Google.com in the Adwords section.
The site is also well-known for its extensive use of exclusive“How-To” content, so important to gardeners. Mr Allen, a lifelong gardener, and former Advertising Creative Director, writes and supervises all content on the site. His wife, Chy, is not only CFO of the company, but the staff photographer. “We believe in clear, helpful illustrated information for our visitors, which also helps with our organic traffic, “ says Allen.
The Allens say the new site was several years in the planning, and it replaced one that was quite out of date. However, American Meadows was determined not to shock their loyal customer base with too much change. “We have been fortunate to see really good growth in recent years, as we’ve rolled out new lines of business, so we insisted the new site not be radically different, just easier to navigate and with lots of beautiful new photos, all-important in the flower business,” says Allen.
The new site was created by the firm’s development company, TimberlineInteractive.com on their customized platform. Ray Allen says, “We have a great working relationship with Timberline. They’ve taken the time to know our business well, and they listen. We have heard from thousands of customers already who love the new site.”