With the latest splurge of sunshine and the odd couple of 16°C days that have been present through March; GardenToolbox have already seen an increase in sales and traffic to the website. Who knew weather could be so important to a business? http://www.GardenToolbox.co.uk
As the weather becomes more enticing for people to spend time outdoors, the demand and traffic for garden tools and a variety of other products continues to rise.
It’s not uncommon for weather to affect businesses; some companies are even completely based around weather dependant circumstances. Snow shovels and umbrellas are just two examples of equipment meant for particular types of weather, safe to say, both products, are quite big sellers.
March has already seen a 20% rise in both sales and website visitors on the GardenToolbox website. Seeing as the website hasn’t been running any special promotions or made any vast changes to their marketing strategy, one can only put this significant increase down to the weather and changing of season.
People are coming from far and near looking for the latest gardening equipment; whether it’s something as simple as a garden kneeler or much more expensive like a chainsaw – people are looking to buy in preparation for spring & summer.
Scott Morris, Marketing manager at GardenToolbox was quoted to have said: “We’re well aware of the affect the weather has on consumer buying habits, that’s why we try and cater for the type of weather ahead of us. If spring/summer are just around the corner, we ensure all our summer products are leading the market in regards to pricing; we also check the descriptions are still accurate (as some change from the date of uploading), and we ensure the picture reflects the latest version of a product. This is just some of the work that goes on behind the scenes to prepare for different seasons and how people tend to shop.”
James Cook, another member of the Marketing team commented: “There are obviously some products that sell all year round, wheelbarrows and pressure washers for example. Then there are season-dependant products such as hoses, sprinklers and leaf blowers which are all relevant to specific seasons & climates. It takes a while to identify all of these different types of products, but then we can optimize them and make sure customers are presented with ‘seasonal products’ upon entering the website. 90% of the time, a visitor will be searching the site for a season related product, this makes the searching and buying process that bit simpler – efficiency is the key to online selling!”
The marketing boys provided a good run down on why weather and seasons can play such a large role in a business and how managing changes between seasons can directly affect sales.
GardenToolbox operates under the Plumbworld Network name which boasts an astonishing 50+ websites selling everything from pillar drills and bathroom suites to toilet seats and decorating tools. Plumbworld was an early pioneer of online trading, started by James and Anita Hickman in 1999 and sold to the Grafton Group PLC in December 2006. The business now employs more than 50 people in its purpose built warehouse and offices and has a total turnover in excess of £18 million and is growing at more than 20% year on year.
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