Profile
Ryzeo recently talked with Tyler Fisk, E-commerce Director of Growerโs Solution, LLC. Growerโsย supplies greenhouses and nursery supplies around the world. The Tennessee-based family-owned business has between 30- and 40-staff. It has over 50-years of experience in the nursery industry, and distributes 1,200 products from 30 suppliers.ย
Grower’s Solution has recently moved to Shopify for their ecommerce platform. As Tyler says, “We chose to migrate to Shopify from our previous platform because of the opportunitiesย it presented for us.ย We can access an app ecosystem that was previously unavailable.ย Our team is excited toย take advantage of the myriad of new features on Shopify.ย But frankly, it is the place to be in e-commerce.ย Most of the exciting developments we’ve seen are happening on their platform.”
Tyler described how Ryzeo and Growerโs partnered to solve several challenges the distributor and manufacturer had:
- attract and retain visitors to its website, Growerssolution.com
- convert visitors into followers of the companyโs targeted sales and discount promotions
- reduce the number of buyers who abandon the siteโs shopping cart to increase revenue
Challenge
Early on, Tyler saw that the website was attracting a great many visitors, but that some would leave the website without even providing a way to contact them. Tyler knew he had to find a way to capture the email addresses of visitors so Growerโs could keep in touch with them.
Tyler gave an example of the problem: โWe would like to go back to these customers that were looking at greenhouses but didnโt complete the sale. So weโd like to go after them with some sort of drip email campaign.โ
Some potential buyers would place products in the online shopping cart, and then abandon the cart. Tyler explained that he understood the behavior. โEveryone does that when theyโre shopping: they go add stuff into their cart, their kid comes along and asks them to go do something for them. Then they walk away from their computer or their phone or whatever, and they forget about it.โ
The team at Growerโs contacted Ryzeo for help to resolve issues that were significantly affecting the businessโs income and growth. โYouโre just going to lose that sale,โ Tyler said, โif you donโt go back and at least let buyers know they left items in their cart.โ
Approach
Tyler described working with Ryzeo as a partnership. โRyzeo was very good about picking up and taking care of all the technological side of things,โ he said. Tyler admitted that if they had had to try and implement a technical solution on their own, โit would have been a difficult row to hoe there.โ
Ryzeoโs approach involved thoroughly understanding the challenges Growerโs had in retaining website visitors and potential customers that would abandon their carts. A Ryzeo technical professional then integrated a set of algorithms that Ryzeo calls โWorkflows.โ
Workflows can serve several functions on the website: backtrack the offerings users have viewed; display popups that offer discounts on relevant products and capture email addresses; serve up automated and segmented email and newsletters tailored to website visitors and customer interests.
Ryzeo workflows use the browsing history of website visitors in conjunction with their email addresses to create highly targeted niche emails.
โAnd Ryzeo took that and actually made it happen!โ Tyler added excitedly. โWe had the idea, they saw it to fruition.โ
Obstacles
Growerโs had been initially concerned that the technical know-how involved in realizing its goal of converting website visitors into customers was going to be formidable. And it considered the issue of cart abandonment to be just as difficult to solve through technology. Tyler was concerned that he didnโt know how to code or make pop-up windows or segment email broadcasts.
The Growerโs team was also worried about getting a balance in the number and frequency of emails they were sending people. They didnโt want people to feel as though Growerโs was following them around the Internet and spamming them. Tyler wanted to be able to follow up with people โwithout [their] feeling that weโre just big brother watching them and following them around the internet and just marketing to them all the time. That creates a distrust with customers.โ
Instead, Ryzeo did all the technical work for them initially and for ongoing issues involving setting up the logic and rules for workflows to adapt to new business conditions.
Result
Tyler said enthusiastically, โI mean, itโs definitely one of the most effective and strongest ROI marketing techniques that we can put in place โฆ and youโre controlling the data.โ
Indeed, a look at Growerโs numbers from during the period from November 2020 to November 2021 says it all. The workflow solutions that Ryzeo integrated with Growerโs website and shopping cart added over $1 million dollars in what would have otherwise been unrealized revenue.
Tyler noted that Growerโs also has more control over their customer data after partnering with Ryzeo than if they were just advertising through Facebook and Google. He added, โI mean, youโre at their mercy as to what kind of information you can put out there and what kind of information theyโre feeding into you as far as data points or whatnot.โ
He continued, โBut instead of sending these broad emails, we send out very niche emails for what that customer is interested in. And then by doing that, the conversion rate is so much higher!โ
Tyler is as excited about the results Growerโs Solution has received as with its relationship with Ryzeo. โRyzeo has given us such good results and such good service โฆ Itโs like a personal concierge service!
Itโs a way more personal relationship that you have with a company with the way theyโre taking care of us.โ