Understanding Cross-Channel Shoppers‍

One of Plantorama’s key challenges is gaining deeper insights into how shoppers interact across online and offline channels. “We don’t know when a customer on plantorama.dk is preparing for a visit to a physical store or vice versa,” says Ditte.

Research suggests omnichannel customers could double their shopping frequency and spending, but for Plantorama, this remains a hypothesis. Current efforts include tracking Google store visit rates and using QR codes in physical stores to guide shoppers online. However, the lack of ongoing data highlights the need for a loyalty scheme to provide continuous insights.

“A loyalty scheme would help us learn what shoppers expect from both offline and online visits. It’s a critical step for us,” Ditte explains.

Recreating In-Store Experiences Online‍

Plantorama’s stores are known for their inspiring layouts and unexpected surprises, designed to ignite creativity in gardening and home decoration. Replicating this experience online remains a challenge.

“We’ve always strived to make in-store visits inspiring,” Ditte says. “Now, we need to innovate to recreate those unique experiences on plantorama.dk.”

To address this, Plantorama plans to engage directly with customers, asking what they expect from the online experience while exploring innovative ways to translate their brand’s essence into the digital realm.

Inspiring Browsing Shoppers Online‍

Research shows that Plantorama’s shoppers range from gardening experts to beginners seeking guidance. To cater to all, the online store must offer more than product details; it must inspire.

“We need to show options, colors, and related products that help shoppers succeed,” says Ditte. Over 60% of website visitors enter through the guide universe—an educational hub filled with advice and inspiration.

“For years, we’ve worked to digitize our team’s gardening expertise, filling a gap in online resources. This has driven significant organic traffic to our site,” Ditte adds. Recent efforts to integrate products into the guide universe have yielded excellent results, with shoppers showing greater intent to purchase than expected.

Evolving Omnichannel Checkout Options‍

Since the pandemic, Plantorama has expanded its checkout options to include click-and-collect, home delivery, and in-store visits. Nationwide delivery using in-house trucks remains popular for heavier purchases, while click-and-collect offers convenience for shoppers on tight schedules.

“We’re just beginning our journey to connect online and offline shopping,” Ditte explains. “It’s about creating a seamless experience where customers shop how and where they like.”

Indicators from Google Store Visits suggest that over 30% of online traffic is linked to physical store visits, though precise data remains unavailable.

Conclusion‍

Plantorama’s omnichannel transformation underscores the importance of shopper insights, inspiration, and seamless experiences. By bridging the gap between online and offline, enhancing educational content, and evolving checkout options, the company continues to lead in Denmark’s gardening retail industry. As Ditte puts it, “Omnichannel isn’t just about selling; it’s about understanding and inspiring our shoppers every step of the way.”