Garden.com: Growing By Its Own Rules
Garden.com and other online retailers are changing direct marketing—including the look and function of the mail order catalog
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Making it Come Together
The business model for offering 20,000 garden products and delivering them to the garden gate means Garden.com can’t afford to operate as a cataloger. So what looks like a catalog really just perpetuates Garden.com’s online business model.
Garden.com caters to the busy baby boomer. Its entire business model works on the convenience of the Internet. Category-killer gardening sales is too complex to be done off-line. It requires a fast, efficient operating system to facilitate communication, make split-second changes to the merchandise display and ship perishables.
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Melissa Sepos
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