Client

Burpee

Client

Burpee

Project

Consumer Sales Site Redesign

Industry

Agriculture

B2C

Services

Content and Creative

Customer Experience (Cx)

BACKGROUND

The 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.

BRIEF

Burpee 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.

GOALS

The 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.”

CHALLENGE

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.

OUR APPROACH

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.