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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The three partners examined the strength of the growing gardening business and its supply-chain weakness, and saw an opportunity to combine two successful retail models: category killers and online shopping. A category killer is a retailer that supplies every facet of a consumer’s needs in a particular industry segment—Home Depot is a prime example. While difficult to operate, they mean big dollars because they attract a great deal of customers.
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Melissa Sepos
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