Brookstone Inc. re-launched GardenersEden.com as an e-commerce site today, replacing a static information site. The new site is part of Brookstone’s plans to create a national chain of Gardeners Eden stores, Greg Sweeney, vice president and general manager of direct marketing, tells InternetRetailer.com. Gardeners Eden operates two stores in Connecticut and one in Massachusetts. “We see a lot of opportunity to expand that to a national retail brand and the Internet and catalog are strong components of a national brand,” Sweeney says.
Brookstone already knows firsthand the Internet’s role in promoting retail sales: 50% of the visitors to Brookstone.com shop at one of Brookstone’s 275 stores in 30 states, Washington, D.C., and Puerto Rico. “It’s very significant for us,” he says. Furthermore, multi-channel customers spend 3-40% more than single-channel customers, Sweeney says.
The new Gardeners Eden design emphasizes “color, texture and warmth” to appeal to Gardeners Eden clientele that is 98% female, well educated and higher than average income, Sweeney says.
Brookstone will promote the new Gardeners Eden e-commerce site with store signs, through catalogs and via Internet marketing, including e-mails and affiliate marketing programs, Sweeney says.