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Bachman's

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Overview

Cultivating a connected commerce experience for Bachman's

Since 1885, Bachman’s has become one of the largest floral and nursery operations in the world – selling quality plants, gardening supplies, and gifts across their digital and retail channels. With the goal to streamline their online ordering, boost company growth, and modernize their brand, Bachman’s partnered with Horizontal Digital. Together, we improved their digital commerce experience and technical infrastructure, increasing overall efficiencies, customer satisfaction, and revenue.  

The situation

Planting the seeds for online growth

There were a few challenges Bachman’s needed to overcome before they could meet their commerce goals. 
 
The website's product search and checkout process were slow and cumbersome, with the right products often hard to find. This made providing additional relevant products and upselling customers nearly impossible. Frustrated shoppers frequently abandoned their online orders due to the complexity, opting to go through Bachman’s call center or abandoning the purchase altogether. What’s more, their customer base was starting to lean toward a younger demographic, so enhancing online channels was even more important for business longevity. 
 
These challenges made it clear that Bachman's needed a partner who could help: 
 
  • Improve capabilities for their customer and product search
  • Redesign their payment page
  • Differentiate experiences based on new versus existing customers
  • Add new features like location-based delivery fee calculation
  • Implement electronic gift cards and subscription services
  • Integrate services like PayPal and Venmo
  • Migrate their ERP (enterprise resource planning) system 
 
By teaming up with Horizontal, Bachman’s knew that we would be a trusted partner who could provide the diverse technology expertise needed for a commerce transformation and ongoing digital optimization.

The response

Helping Bachman's blossom into a commerce powerhouse

Before we could transform Bachman’s website into an end-to-end, connected commerce experience, Horizontal Digital first needed to perform an eCommerce platform optimization and experience audit. This involved highlighting areas for improvement in usability, mobile responsiveness, and overall design.  

Next, to increase conversion rate optimization, our team consulted Bachman’s on tangible ways they could improve their holistic purchase flow and checkout process – from home page to final payment.

Implementing Sitecore OrderCloud

Bachman’s needed the right technology as the foundation for their commerce experience. Horizontal implemented Sitecore OrderCloud – a headless platform that makes product search and ordering much simpler. This technology enables customers to view the full expanse of Bachman’s products through recommendations. And as part of the product page enhancements, Horizontal optimized product descriptions, imagery, and recommendations to increase customer engagement and sales. 

Additionally, OrderCloud powers data-driven marketing efforts, boosting customer engagement through initiatives like Bachman's Purple Perks’ loyalty program. With their new, flexible commerce system, they are set to expand their online capabilities, improve content sharing, and launch a wholesale website. 

With this new upgrade, Horizontal seamlessly integrated Bachman's CMS, CRM, search engine, loyalty program, PayPal/Venmo, and payment system, creating a more connected and efficient experience. 

We had a successful deployment this morning, and we're already processing a handful of live PayPal/Venmo orders from Bachmans.com! Thanks to the Horizontal team for sticking with it and working through any issues, especially while working parallel with other ERP and backlog tasks. They have been thorough and mindful of time constraints and open to sharing their blockers as well.

Director, eCommerce Operations at Bachman's | Zeke Olson

The results

Growing successful commerce sales

Customers now have a much smoother online shopping experience, and Bachman’s is positioned to go up against larger competitors—future proofing their business for long-term commerce growth. 

Some of the highlights include: 

  • 5% increase in average order value due to website improvements 
  • Decrease in overall abandoned website orders 
  • Decrease in overall bounce rate 
  • Improve page load speed to under one second 
  • 8% decrease in support center calls, thanks to less troubleshooting of online orders 
  • Special marketing promotions can now be managed by one person in half the time it used to take  
  • Won Sitecore’s Best Commerce Experience Award in 2023 (Opens in a new tab) 

  • 5%increase in order value 

  • 50%faster time to market

  • 8%decrease in support center calls

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