Consolidating growth in online sales at Arborix
In this story we share the biggest challenges in online sales and how we successfully tackled them together with Arborix. From increasing online visibility to improving customer engagement.
Discover how we purposefully overcame every obstacle with the right innovation. Which allowed Arborix to not only grow their business, but also strengthen their customer base.
Challenges in online sales
- A flexible webshop that can grow
- Optimal user experience for (new) customers
- Increase online visibility
- Ensuring continuity of customer relationships through automation
- Creating a strong brand and visual identity
- Consistent product data centrally managed
- Familiarizing staff with a new digital ecosystem
About the customer
Arborix makes gardening easy
Arborix, a leading company in the plant and tree sector, offers a complete range of plants via their website, from classic species to the rarest specimens.
Arborix wants to offer a seamless user experience to its customers. Ensure continuity of customer relations. Efficiently introduce new customers to their webshop and products.
Choosing and implementing the right digital infrastructure was therefore necessary to continue to meet the high demands in the future.
We worked in a phased plan to address Arborix's challenges in a structured manner.
Challenge 1 - outdated webshop
A flexible webshop that can grow
Everything starts with a good foundation to build on. The 'repotting' of the old Drupal website to a Magento e-commerce platform was the first step.
The migration from Drupal to magento was crucial to increase the flexibility and functionality of the Arborix webshop. A thorough analysis and phased migration were performed to ensure that all data and functionalities were transferred.
The result was a flexible and scalable platform to support Arborix's growing digital presence.
Challenge 2 - Search and Sniff
Optimal user experience for online sales for (new) customers
The aim of the project with Arborix. A seamless user experience offer for their customers.
Reduce the need for visitors to search and instead guide them using beautiful category or filter tiles with images.
Customers who prefer to search now also get faster, better and more attractive search results.
This results in an intuitive user experience, where customers can online purchase effortlessly browse through key categories, making it easier for customers to find what they are looking for, increasing overall satisfaction and engagement with Arborix.
Challenge 3 - Better Content and SEO
Increase online visibility for more conversion
We used AI (Artificial Intelligence)-driven data enrichment at Arborix to optimize product information for visitors and SEO (Search Engine Optimization). The timeless nature of plant information allowed the AI to add highly reliable information to the plants.
Very useful because it helps Arborix to attract more potential customers and increase their credibility. By ranking higher in search results, there is more traffic to the website and we generate more leads. With more sales as a result.
More than 5000 products in 3 languages were optimized for SEO in just a few days and this resulted in a few weeks in a doubling from organic visitors!
Challenge 4 - Streamline webshop workflow
Streamlining service delivery and administration
We have completely rebuilt the architecture of our underlying administration from the ground up.
This includes the management of product details that now seamlessly synchronizes with our webshop and various online marketplaces, as well as our administration.
Orders from the marketplaces and the webshop flow smoothly back to our central accounting program as well as the delivery services with minimal manual intervention.
Thanks to the time saved in every step of this workflow, Arborix was given breathing space to grow further.
Challenge 5 - Branding
Creating a strong brand and visual identity
A clear visual identity ensures recognisability and inspires confidence in (potential) customers.
A fresh visual identity was developed in collaboration with the design team to capture the essence of Arborix's commitment to plants and trees.
Iterative feedback sessions ensured close alignment with Arborix brand values, allowing us to respond quickly.
Challenge 6 - Managing product information across channels
Consistent product data centrally managed
Fragmented data in your organization gives a lot double work and provides less overview. Central management of data therefore has many advantages for you online sales.
For this we used Akeneo PIM to manage product data. This also played a key role here because the product information now in a structured way can be used by different systems. With significant gains in SEO performance, administration for product management on other channels (Ebay, Amazon, Google shopping,….).
The transition from managing product data in an Excel sheet to the advanced Akeneo PIM offers Arborix the opportunity to organize their product information in a structured way.
Resulting in greater efficiency and effectiveness.
Challenge 7 - change management
Familiarizing staff with a new digital ecosystem
New tools and features in e-commerce you have to get to know. After a good implementation you want your people to be able to use it well and optimally.
That's why we provided a customized training program to familiarize staff with the new digital ecosystems. How magento manage effectively? How to manage product information via Akeneo PIM? How to use AI data effectively?
Digital relevance on a human scale.
Ready for future growth and innovation
Conclusion
The digital transformation has paid off for Arborix. Thanks to the right implementations, we improved both the customer experience and internal efficiency. A valuable partnership between Arborix and Studio Mikado.
Our expertise as a strategic partner ensured that Arborix's unique needs were translated into the right technology implementations.
Together we have created a digital infrastructure that not only meets current requirements, but also laid a solid foundation for further innovation and growth in the plant and tree sector.
Optimal integrations for your webshop?
Studio Mikado helps you make your e-commerce story a success. We have numerous solutions for optimal management of your webshop.