One of the best gets even better

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CHR

CHR

Design matters
Nov 28, 2002
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www.avantegardens.com
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I mentioned the Field of Flowers site in the Cool Websites thread last year and noticed today that they've undergone a thorough redesign.

Boy, am I jealous! Take a look at the way they're selling color options and the way they divide shoppers between local deliveries and wire-outs. The local product selection is wonderfully affordable and trendy.

Be sure to check out the sending flowers out of town page. The text is clear, concise and emphasizes the value received by choosing Field of Flowers for wire outs. Online orders incur no sending fee.

Taking a page from companies like CostCo and Sam's, FOF even offers a Club Card for an annual fee of $25. The program entitles members to 10% savings on each purchase. What a great way to reward and encourage customer loyalty.

IMO, so much of this site is done right. :)
 
Nice looking site. Great pic, graphics, colors. Don't like the first page. I think it's confusing and makes the customer work to hard before they are commited. The free online wire-out is a cute idea. I think that most florists would do well to use some of the ideas.
However, I do think that the write up about middlemen is a bit disingenuous. The "small commission" that they are talking about is 20%--as we all know. And the filling florist doesn't actually get the $50--as we all know. I think I would call them a "less-offensive" middleman.
 
CHR said:
I mentioned the Field of Flowers site in the Cool Websites thread last year and noticed today that they've undergone a thorough redesign.

Boy, am I jealous! Take a look at the way they're selling color options and the way they divide shoppers between local deliveries and wire-outs. The local product selection is wonderfully affordable and trendy.

Be sure to check out the sending flowers out of town page. The text is clear, concise and emphasizes the value received by choosing Field of Flowers for wire outs. Online orders incur no sending fee.

Taking a page from companies like CostCo and Sam's, FOF even offers a Club Card for an annual fee of $25. The program entitles members to 10% savings on each purchase. What a great way to reward and encourage customer loyalty.

IMO, so much of this site is done right. :)
Click to expand...


Pretty cool....I got some good ideas from it!

Cathy, just wondering.....is it the JavaScript that might be contributing to a terrible SE ranking?
 
I think it's pretty much along the lines of what Ted alluded to... the home page looks to be in Flash, and while attractive, it currently lacks the kind of content need to place well naturally in search. There's nothing on the page to spider AFAICT.

IMO the site has a strong appeal to female shoppers - focusing on emotion from the get-go. It's significantly different than a "cut to the chase look" of a typical WS template (which I think has a stronger appeal to men than women.)

Ted, I get your point about the commission and when a sizable chunk of florists finally agree that it will benefit their customers longterm to order direct from quality local florists in the delivery area, we may see change. As long as good shops are WS members and are willing to fill incoming orders at 30% discounts - be it from OGs or real florists - I don't expect that to happen.
 
I agree with Ted that the first page lacks some ease of navigation and yes the info on OG's is slightly less than perfect...with that said, I love the fact that altho he is a WS member...no where on his site does he display either logo's...Yeah....that is what Branding is all about...I think even his images have different numbers...I'll have to go back and take a third look. They are good folks down here and really have a plan that works...may not always be as creative as some on design but it works fellas...it works.
Sher
 
I think my favorite part about it is, I think, the "superstore" branding...people these days want "super-everything", and are probably more tempted to go to a superstore than something that doesn't call itself that.

A very powerful branding word, indeed...
 
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