Case Study-Park Seed's Web Site (1,707 words)

"If it were my company I'd just upsell and cross-sell aggressively, but Karen [Park Jennings, president and CEO] wants to really help people become good gardeners by taking her suggestions," says Africa.

Furthermore, says Hyatt, Park considers its Web effort part of a multi-channel strategy.

"We think of our customers in two categories—existing customers and new ones we bring in through the Web site," he says.