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CASE STUDY How Grass Warehouse replicated its showroom experience when it took its business online

Grass Warehouse: cultivating its online business

Grass Warehouse, the UK’s leading retailer of artificial grass and the online-only subsidiary of the Walton Flooring Centre, has launched itself as an ecommerce brand – but faced the challenge of replicating the personal service and assistance found it in its showrooms in the online environment.

As a way to offer more choice to consumers, support at the checkout and to promote affordability of products, Grass Warehouse introduced a point-of-sale (POS) finance solution, which would enable customers to split up the cost of their purchase, rather than paying in full upfront.

The retailer trialled a variety of popular credit lenders in the hope of finding a partner who could offer the high service level its customers were used to, but it was faced with archaic lending processes and low acceptance rates. 

Grass Warehouse then reached out to DivideBuy after learning about its work with Simba Sleep, and implemented it into its e-commerce checkout following a promise of increased acceptance rates, a strong integration, and a top-class user experience. 

James Harper, Managing Director for Grass Warehouse, picks up the story: “Right away it was clear that the DivideBuy team really care about how consumers deal with interest free credit through Grass Warehouse. For example, filling out credit applications used to be a job in its own right, but DivideBuy has automated this process for us which continues to save our customers huge amounts of time.”

Immediately after DivideBuy was integrated, Grass Warehouse saw sales shoot up by 30%. Its site visitors increased by 7% and conversion rates grew by over 2%. This equates to an extra 63 orders per day, resulting in a £30,000 increase in sales. 

Harper continues: “Initially, our ambition was to take £20,000 per day through our e-commerce store, and £10,000 a day in our retail stores. However, we recently saw our sales jump to roughly £120,000 a day online, lasting an entire month, which has been an overwhelming and extremely positive response. It’s a sign that our partnership with DivideBuy is providing exactly the kind of service our customers need.”

Since the partnership began, Grass Warehouse has taken two years’ worth of sales over just a few months. This is likely due to a combination of more consumers turning to online shopping amidst the COVID-19 lockdown, more investing in their gardens instead of travel plans, and the success of DivideBuy’s interest free credit solution.

James Bradley, Business Development Director for DivideBuy, adds: “Despite having only been in the market for 12 months, Grass Warehouse has quickly become the largest seller of artificial grass in the UK. It’s brilliant to see, and to be a part of that journey.”

Bradley  concludes: “First and foremost, Grass Warehouse has focused on adapting to remain relevant and appeal to the changing ways that consumers want to pay. E-commerce and credit lending options are fast becoming a preference due to the speed, convenience, and affordability that they provide. By offering this choice to its customers, it’s no surprise to us that Grass Warehouse has excelled beyond even its own predictions.”

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