The Gro Company

Background

In the autumn of 2009 The Gro Company launched its new brand identity. The new identity was rolled out across all design material, including packaging, POS, DM and digital coms. Gibe was commissioned to rebuild the corporate website to reflect the new brand identity and add new functionality.

Objectives

• Increase interaction with the brand
• Create warmth for The Gro Company brand
• Drive traffic to The Gro Store and partner stores

The solution

Gibe’s user experience specialist worked with the client to define the content and structure of the site. New content was required to help engage the audience with some potentially dry corporate material so various interactive flash sections were created to tell The Gro Company story and introduce the Gro team.

In addition to the new flash content, blog and news sections were added to the site that allow multiple people within the company to add new posts, giving further insight to the daily activities of The Gro Company. These new editorial areas of the site really helped demonstrate the warmth and openess of this friendly, family-owned company.

The other key element of this site was to showcase the products in the best possible light. To do this we made the products themselves really easy to navigate to with clear page layout and call to actions prompting users to buy. Bespoke product zoom technology was added allowing users to zoom right into the detail of the products – even being able to see the stitching on the grobag baby sleeping bags!

Technology

• RedDot CMS
• XHTML
• .NET 3.5
• Microsoft Deep Zoom

Results

Average monthly visitors increased to over 25k an increase of 59%. Interaction levels also increased with people spending nearly 3 ½ minutes on the site, with average page views up 59% to over 6 pages per visit.