Consumer Sales Site Redesign
Content and Creative
Customer Experience (Cx)
BACKGROUNDThe W. Atlee Burpee Company was founded in 1876 in Philadelphia, Pennsylvania. Burpee started as a mail-order live-stock business and later expanded into selling garden seeds, farm supplies and tools. Burpee is now the country’s leader in the production and direct sale of seeds, plants and gardening supplies to the home gardener.
BRIEFBurpee uses an omnichannel go-to-market approach, selling through a print catalog, email marketing, digital, Amazon, retail partnerships and their consumer-facing website burpee.com. They tasked BORN with a re-platform and redesign of the consumer sales site.
GOALSThe project aimed to design a responsive site that works across all platforms, featuring a frictionless purchase experience through a best-in-class website that engages customers of all gardening experience levels while combining the “practical & intuitive” with the “beautiful & creative.”
The site required the creation of an extensive user database based on geographic regions and grow zones, new site copy for easy readability, a customized content management platform and a new eCommerce site that can upsell products while utilizing coupon codes and gift cards.
BORN worked to better understand Burpee’s unique customer base through a series of workshops, including tone of voice and branding exercises. The team then co-created a new digital experience featuring a responsive sales site and an extensive resource library for increased customer engagement.
CONTENT MANAGEMENT SYSTEM
BORN designed a customized content management system with regional ordering, sales and promotion options and an improved checkout and shipping page.
NEW SITE MIGRATION
BORN integrated the site with a legacy Microsoft Dynamics ERP and later migrated it to a newly-launched Microsoft D365 ERP.