Gardener's Supply Company
Social commerce is all the rage these days. Within the last three months, Pinterest, Facebook and Instagram have rolled out "Buy" buttons, and Twitter announced it's extending its "Buy" button to 100,000 merchants. Retailers are finding that if done right (read: not overly pushy or "salesy"), selling products via social media is a viable option.…
In a session yesterday at the NEMOA directXchange conference in Boston, Frank Oliver, product design and development manager at Gardener's Supply Co., an omnichannel retailer of gardening tools, presented his three rings for merchandising survival.
During the NEMOA Conference in Burlington, Vt., on Sept. 18, representatives from two key member catalogers — Jim Feinson of Gardeners Supply and Steve Voigt of King Arthur Flour — reported strong results using the independent opt-out service Catalog Choice. Although both use the Direct Marketing Association’s Mail Preference Service (MPS) as well (rebranded DMAChoice earlier this year), both said they feel Catalog Choice is the more consumer-friendly and better promoted of the two. “Also, we’ve learned that customers don’t trust the DMA,” Feinson said. “Its service isn’t as refined and user-friendly as Catalog Choice.” Apples to apples, Catalog Choice isn’t drastically different than