Seed, plant and horticultural goods supplier Suttons has implemented Avail’s Behavioural Merchandising solution on its ecommerce website.

First launched in 2000, the company’s online store had previously used a manual system to make recommendations. The number of products offered on Suttons.co.uk and growing customer numbers, however, had made the process extremely time consuming to manage and the company turned to behavioural merchandising as a means of automating the process, generating operational efficiencies and growing revenues.

“As gardening becomes a trendy hobby among the younger generation, our website has been crucial in reaching out to this new audience,” says Brian O’Donnell, ecommerce and database marketing manager at Suttons. “We’re committed to approaching this internet savvy audience in a targeted and relevant way and this is one of the key things that led us to review our ecommerce strategy and work with Avail.”

“Founded over 200 years ago, Suttons has first hand experience of the rise of ecommerce having seen the transition of many mail order customers online,” explains Pontus Kristiansson, CEO and co-founder of Avail Intelligence. “Its recognition of the changing way that consumers want to buy products is something that other brands can learn from. Retailers need to do everything possible to give customers what they want, how they want or they risk seeing them go elsewhere.”

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