Scotts of Stow has launched a new website in time for peak trading.
The new site comes months after Craig Wheeler, previously of Dixon’s, Play.com and Feelunique, joined Scotts & Co, which owns Scotts of Stow, as chief operating officer. Scotts of Stow, based in the Cotswold market town of Stow-on-the-Wold, started out as a catalogue business, sending over over 10 million catalogues a year to about a million households. Catalogues and direct marketing remain central to its business but it is now it is putting a greater focus on its digital platforms.
“The launch of a new Scotts of Stow website is the start of a much bigger program of change,” said Wheeler, “but we needed to get the basics right first, and the launch of the new website at the end of October saw an immediate uplift in conversion as we made it much easier for people to find what they wanted and complete their purchase.”
The new website is fully responsive and was built with mobile in mind. More than 65% of Scotts’ customers use mobile devices to shop.
Wheeler says is he now working on a further update of the Scotts of Stow website, with extra functionality to come before Christmas. The business, which currently serves a relatively mature demographic, will be working to target younger customers by expanding the range and through social media actively.
Scotts & Co will be relaunching its other websites, The Original Gift Company, Expert Verdict, which sells products based on recommendations from journalists and product sector specialists, and artificial flower specialist and Bloom Silk Flowers.
In May Scotts & Co reported that it had sold womenswear brands Artigiano and Rowlands of Bath to focus on these four core brands.