Retailers shift their ad spending from TV, radio and print ads to digital ads.
Gardeners.com will relaunch its existing site later this year on Demandware’s e-commerce platform, a pay-as-you-go-service and delivery model designed to minimize initial capital outlay.
Gardeners.com, the web site of Gardeners’ Supply, will launch a new site later this year on a new e-commerce platform that has a type of new pricing and delivery model calculated to minimize the initial capital outlay generally associated with a major relaunch. The company chose Demandware eCommerce, an on-demand, pay-as-you-go offering that delivers software, including the ability to customize functionality and integrate it with other systems, on a hosted model.
“”E-commence is our best-performing channel and we had simply outgrown our old e-commerce vendor,” says Max Harris, manager of electronic marketing at Gardener’s Supply. The site live, since the mid-‘90s, has been using its current e-commerce platform for five years.
The company evaluated several vendors on the basis of their ability to cost effectively provide a set of 20 features it was seeking, including A/B testing, analytics, guided search and the ability to monitor multiple sites. Gardener’s Supply took a pass on both installed packaged software and ASP solutions that lacked the features it wanted or would have involved expensive customization or operating costs, according to the company. With the implementation of the new platform with the combined functionality it will replace some services it’s been receiving independently from technology and service vendors.
Harris says the cost of the feature set, upgrades and support on the new platform will be only slightly more that the company had been paying for hosting alone.