Dobbies to revamp website in bid to become UK's "leading online gardening retailer"

Dobbies Garden Centres will relaunch its website and call centre this summer.

Tesco-owned 24-store chain Dobbies is working with e-commerce solutions provider Snow Valley to replace its existing web platform and introduce Omniture's online merchandising system.

The site will have a new design and will also amalgamate the two different sites Dobbies runs - and

Dobbies head of ecommerce Joel Rendle said:

"As the credit crunch continues to have an impact, it's important that we work even harder to anticipate our customers' needs and invest in leading technologies to continuously improve the online shopping experience.

"We've got our sights set on becoming the UK's leading online gardening retailer and Snow Valley has the expertise and the platform to help us get there."

Rendle added: "We're frustrated by our limitations, as are our customers," and added that the company has particular challenges around converting visitors to the site into sales.

"The site receives around a quarter of a million unique visitors a month, and the bulk of customers come from places where Dobbies has no physical stores."

Dobbies bought Grovelands, an online retailer, two years ago.

Snow Valley will be providing a new online store, based on its MUSE2 platform, with a feature-set that "will engage Dobbies customers and convert browsers to buyers". The solution will support the expansion of Dobbies' social media strategy, initially through blogging, forums and the use of social networking sites such as Facebook and MySpace.

The site will be integrated with Dobbies' line-of-business systems, which include Microsoft Dynamics NAV and BT Expedite's Mercatus. The site will give marketers and merchandisers direct control of their products, promotions and reporting.
Customers will not be able to collect online orders from stores in the first phase of redevelopment.
Dobbies plans to sell a number of lines online that are too large to stock in stores, but will be able to use a version of the web platform to allow customers to order these products in stores. Initially this ordering is likely to be done with the assistance of a member of staff at the point of sale, but Rendle said that the retailer will also consider self-service kiosks.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Sign up now
Already registered?
Sign in

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Read These Next

Business planning - Demand management

Business planning - Demand management

Seasonal demand may be inevitable but peaks and troughs can be managed to minimise business impact, Neville Stein explains.

What impact will 2017 results have on garden centres' plans for 2018?

What impact will 2017 results have on garden centres' plans for 2018?

Modest growth in 2017 means some garden centres are looking towards rebuilds, extensions and new acquisitions to find growth in a maturing market.

Is local 'reveg' a commercial opportunity in the UK?

Is local 'reveg' a commercial opportunity in the UK?

Botanist Dr Trevor Dines suggests there are commercial opportunities for local seed supply in the UK.

Follow us on:
  • Facebook
  • LinkedIn
  • Twitter
  • Google +
Horticulture Jobs
More Horticulture Jobs

Horticulture Week Top 100 GARDEN CENTRES 2017

See our exclusive ranking of garden centre performance by annual turnover. 

Garden Centre Prices

Peter Seabrook

Inspiration and insight from travels around the horticultural world

Read more Peter Seabrook articles

Neville Stein

Business advice from Neville Stein, MD of business consultancy Ovation

Read latest articles


Free to subscribers, the essential guide for professional plant buyers

Download your copy