Business to Consumer Best All-Round Business or Brand with Annual Sales of £25 million to £75 million
Thompson & Morgan A 2010 Seed Catalogue
t seeds and plants cataloguer Thompson & Morgan, 2010 was all about evolution. It was the
year that the business completed several major projects—including a move to a new website platform. The year also saw the appointment of an affiliate marketing network and a new email marketing services provider. Perhaps most important, it was the year that Thompson & Morgan honed its contact strategy, forming a single customer view across all its channels to market.
What the judges said “By improvements to the catalogue and website alongside an improved contact strategy based on previous purchasing behaviour, Thompson & Morgan have achieved strong growth in a difficult market.” Rosemary Stockdale
In their own words... “Thrilled, surprised and very excited. As a company, we’re at the lower end of the turnover bracket for this category so to know [we’ve won against companies with] much bigger turnover than us—brilliant!” Vicky Ager
Pictured (l-r): Kevin Ketley, Clare Dixey, Mark Tibbenham, Vicky Ager, Dermot Murnaghan
ecmod DIRECT COMMERCE YEAR BOOK 2011 33
During the year, Thompson & Morgan tested new marketing tactics in print and online. Some of the new concepts it employed included a new prospecting mailer and a new retention magalogue. Online it reviewed its affiliate marketing strategy, which helped it raise sales from affiliates by 7.1 percent on 2009.
As consumers continue to shift from ordering by phone to ordering online, Thompson & Morgan moved to a new website platform in September 2010 to better serve its customers. The new site features a number of enhancements including an account login, improved navigation and checkout flow, product reviews, and brand-new copy. Integral to driving more web sales are enewsletters. Following the website’s relaunch Thompson & Morgan increased email marketing activity through more relevant communications all of which were tightly integrated with its online and print campaigns.
Thompson & Morgan’s pearl of wisdom for 2011 “It’s all about data and targeting accuracy... remember to take care of the little things”
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