🌱 A super effective plant selection tool in one day

About the company

Bakker.com is a green specialist that delivers to 11 countries: plants directly from the grower, delivered to your home with ease, at a fair price. The ambition is to become the largest e-commerce platform for green products in Europe. And Bakker.com does this with the conviction that green is good for everyone.

The challenge

Bakker.com wants to serve its customers online with inspiration, advice and the best products. A webshop was already there, but it was aimed at people who know exactly what they were looking for.

“The customer journey used to start when our catalogue was on the mat, but now the start is to find inspiration and orientation,” says Marjolein Arts, marketing lead Bakker.com.

“So the customer journey starts online, for example when the customer orients themselves about when to prune their beech hedge. Or about which plant fits well in that one corner of the house.”

“That means that our sales process also starts primarily online. This orientation phase is the time when Bakker.com's content should be top of mind. We had the knowledge to do that, but not the technical tools.”

The solution

With the Aiden team, Bakker.com created a product finder for indoor plants within one day. In a few questions, the customer receives advice on which indoor plant best suits his needs.

During the “Choice Help in 1 Day” session, the conversation was first conceived. In other words: the questions and answers that the customer is presented with in the product finder. Questions we asked ourselves?

• Who will buy the plants (target group)?
• What are the main differences between plants?
• What do we know about the different ways people 'use' plants?
• What information does Bakker.com need to provide solid advice?

This was brought together in a consultation and modelled in the Aiden software. During the second half of the session, the products from the Bakker.com catalog were matched with the conversation. After an extensive test, the app could be integrated immediately.

The results

The conversation that Aiden and Bakker.com designed together appears to be converting very well. As seen in the drop-off insights, the dropout rate in answering the questions is very low. No less than 86% of users see the advice:

This collected customer data will not only be used to improve the product finder, but will also be used to support marketing and purchasing. This is because the insights help answer the question whether the current (or future) product range is well suited to my customer's needs.

Want to read more case studies? Check out that one from Goossens.