Sullivans’ site visits increased 212%
Sullivans is a B2B wholesaler of floral products, seasonal décor, and home décor. Over time, their website had become dated and difficult to navigate, but in 2014 a change in ownership and leadership ushered in a concerted effort for Sullivan’s to update their marketing strategy and grow the business.
Sullivans noticed a surge in mobile website visits and email in 2014, but their website wasn’t mobile friendly. The marketing team at Sullivan’s had to ask the Information Technology (IT) team to make changes or dive into complicated HTML code, making it difficult to effectively update promotions and merchandise. They had a deep understanding of their customer base and the product lines that were important to different retailers, but lacked the tools and technology they needed to personalize content to these groups and individuals.
With a goal to leverage their retailer data, so that each website visit and email would be relevant to users’ current interests, Sullivans asked their partner Whereoware to build and design them a new responsive website in November 2015.
The new Sullivans website built on the Episerver Digital Experience Cloud™ is easy to update (new pages or products can be added in minutes) and delivers an exceptional user experience from every device. Sullivan’s is now able to personalize their customers’ online experiences using behavior-based personas, placing the right product in front of the right customer at the right time.
A robust Retailer Portal gives busy retailers tools to efficiently shop all of their inventory needs. They can reorder products, view order history, and see their Frequently Purchased items, Top Selling Products, and Recommended Products from one portal.
In an effort to boost retailer registration and encourage orders, Whereoware also redesigned Sullivans email templates to extend the persona-based and personalized user experience from their website to their email campaigns and back again.
By personalizing both the website and emails, customers receive a single, consistent brand message across channels. Customers’ attention is focused on products relevant to their shopping needs, and Sullivans can influence purchasing behavior by delivering the right message to the right retailer at the right time.