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Scotts and Co: where design is done on a mobile first basis

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At Scotts and Co, which includes online businesses such as Bloom, The Original Gift Company and
Scotts of Stow, chief operating officer Craig Wheeler says the company designs on a mobile-first basis – ensuring all its emails and websites are responsive and thinking mobile as a key aspect of all design decisions.

He says being mobile first is vital. “70% of customers visit on sites on mobile or tablet and even more open emails on these devices. If you make this entry point difficult and mobile sites hard to use then you lose customers. It’s easy to upscale to a full page but harder to downsize functionality,” he says.

As part of being mobile first providing a frictionless experience is vital, he says and the company is currently going through a reskin process on its websites to ensure this. “It is essential customers can sign up and transact with you with the least effort possible, the primary focus of our site re-skin is to reduce clicks and make interacting with our business easier, both on mobile and desktop,” he says.

Wheeler is also looking at gamification although he warns that retailers have to be careful about how they do gamify to ensure that those customers who don’t interact with the concept don’t feel left out. He says the retailer, like many, is looking at gamification as part of its loyalty and reward programme offer.

“In fact the reward levels on our Bloom site will be based on levels of interaction rather than spend,” he says.

However, Wheeler says he is not a fan of messenger bots and chatbots for his business “Customers who need help want to speak to an agent or are happy with simple old fashioned help areas,” he says.

Image credit: screenshot of Scotts & Co website

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