TIGER SHEDS
Anthea Turner with Sam Jenkinson. Tiger Sheds & Sarah Stott, JPS
Tiger is the B2C brand of Woodlands Home & Garden Group Ltd – a garden building specialist with a 100 year heritage. It scooped the award for Best Business to Consumer Performance: Gardening & Outdoor Leisure sponsored by JPS Limited.
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Family owned and run it uses sustainably sourced timber and constructs all buildings to order in its Yorkshire workshops. Designing, milling, building and delivering wooden sheds, summerhouses and log cabins nationwide, direct to consumers through
tigersheds.com, it has 260,000 satisfied customers. Te business also sells via Wayfair.
In 2021, it matched the overall sales of 2020 where Covid demand saw it achieve a 40 per cent lift. With consumers now focused on holidays, as restrictions lifted, and with other market conditions worsening, Tiger maintained progress. Te sharply rising cost of raw materials meant it increased its prices. In addition, a cooler April and May impacted its peak season demand. However, this was offset by improvements to its range and its focus on customer experience.
Price increases meant that a 12’x8’ garden studio rose from £3199 in Feb to £5942 in Aug. Tiger upgraded its customer service provision and ensure that it delivered on its promise.
Tiger added new products based upon its TigerFlex ® modular shed concept. Two of these catered for budget-conscious customers. It also Tiger also extended its finance offer.
Customer service at Tiger benefited from a new phone system with LiveAgent for help desk and live chat options. It improved its call answer rate by 31 per cent and its first email response lead time halved. Call tracking for PPC and affiliates provided a better view of campaigns more likely to result in a ‘phone sale.
A website upgrade improved blog design as well as provided additional helpful content. It also improved its print and downloadable brochure – as brochure driven customers are higher spenders.
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