silverorange client Veseys was featured today in
The Guardian about their success with online sales.
In the article Veseys reports that they are now doing 30% of
their overall sales on the web.
The following is the full text of the newspaper article:
E-commerce Boosts Seed Sales
For many
people across North America, the arrival of the Veseys seed
catalogue is a sure sign that spring is just around the
corner. Veseys Seeds of York has gained a solid reputation
across Canada and the United States for the high quality and
variety of its seeds, everything from vegetables and
flowers, roses and bulbs, and now, fruits and berries.
Veseys sends out 1.5 million catalogues across North
America. To meet certain market niches, the company is now
printing speciality catalogues featuring roses and both
spring and fall bulbs. Its primary market is home gardeners,
but it also does a brisk business with market gardeners as
well.
The nature of the business took on a new look five years ago
when it set up its website. The website contains information
for gardeners, information on its various products and
services, and a order form for catalogues or seeds and other
gardening products. The on-line catalogue offers every
product available in the printed catalogue, complete with
prices and a brief description.
John Barrett says that e-commerce has been a major boost to
Veseys. "Upwards of 30 percent of our sales now take place
directly through our website," he says. "Without it, we
would lose to competitors who offer the service. The website
has enabled us to meet the needs of present customers and
expand our customer base." Given the nature of the
competition, Barrett says the company could not afford to
ignore e-commerce. He estimates the website paid for itself
in three months.
Every day, orders come pouring in from across North America
to the tidy community of York, putting it at the centre of a
healthy business in exports.
Veseys was founded by Arthur Vesey in 1939. Vesey was an
avid market gardener, and began to research varieties suited
to growing conditions here. Neighbours were so impressed
with his results they began asking him where he got his
seed. The first catalogues were mailed to friends and
acquaintances across the Maritimes, and the business has
never looked back.
Today, Veseys employs two full-time agronomists who research
and conduct trials on new varieties on its 40 acre research
plots. Barrett says that new varieties are made available
only after extensive trials, helping to assure customers of
the quality of seed they plant. The company guarantees
customer satisfaction as well as the vitality and purity of
its seeds.
Several years ago, it also began to offer certified organic
seed, and is constantly expanding the range of varieties it
offers.
Although preferences and tastes of gardeners has changed
over the years, vegetables such as green and yellow beans,
peas and corn are still among the most popular.
After earning a solid reputation locally, Veseys has
demonstrated that it can compete in the North American
market, first through its catalogues and now as well through
e-commerce. Barrett expects sales will continue to increase
as a result of its presence on the web.