My team considered all user touchpoints including an evolution of the brand identity, seasonal collateral, direct mail integration and all fleet graphics. This ensured a seamless and cohesive visual experience for the consumer.
As part of the overall digital, print and environmental experience of the Altum’s customer, the website was completely overhauled to ensure visual and strategic cohesion. This included an integrated user-friendly e-commerce toolset, consistent photographic styling, third-party advertising strategies and increased usability.
Through a careful and informed set of horticultural and plant criteria, gardening customers completed a brief set of questions that would create a self-assessment of gardening skill levels. Once completed, customers would be assigned a lifestyle-driven gardening type with which they could use to make informed decisions about plants and accessories that would fit their needs.
Using qualified criteria based upon a consumer's lifestyle and their level of skill all helped take out some of the guesswork that always encumbers any communications strategy. It also allowed the customer to be better informed, confident and knowledgable when making plant and gardening accessory purchases.
With the gardening type assigned to customers, all digital and on-demand print materials could have offers targeted and personalized to their specific lifestyle and skill level.
The retail experience was also carefully considered to help make the overall user experience more submersive and complete. Signage would mark items to help guide consumers to appropriate plants and accessories to match their level of skill.
Project Details
Client: Altum's Garden Center
Date: Spring 2013
Looking for innovative ways to engage its customers, Altum’s Garden Center approached my team to envision, build and deploy a digital and environmental marketing strategy that was lifestyle-driven. Titled What Type of Gardner are You? this comprehensive digital strategy leveraged lifestyle data provided directly by the customer in the form of a brief online gardener quiz. In the form of a self-assessment and aligning questions to reveal horticultural skill level, customers would respond to a series of simple questions related to their gardening skill level. create a lifestyle profile narrative and to assign every customer.
These profiles fell into one of six gardening types, Newcomer, Traditional, Earth-Friendly, Green Thumb, Project Warrior or House Proud. Each gardening type was then correlated to set of horticultural abilities that ensured customers would be successful keeping their plants thriving. This personalized, private data was then leveraged in all offers, emails, coupons, and retail signage. A gardening type also helped associates assess a customer’s ability to care for a range of plants.