22nd ANNUAL MULTICHANNEL MERCHANT AWARDS

Small Web Merchant

GOLD: WEB CHANNEL

Sea Bear | www.seabear.com
How inviting is SeaBear Wild Salmon's Website? Let's just say that members of our judging panel were tempted to order lobster bisque, salmon fillets, and other mouth-watering items on the spot. Judges were impressed that an online merchant was able to sell a unique food like salmon in a friendly, trustworthy, and efficient manner.

Why it won a Gold Award
The home page itself was appealing to the judges, with a great design that carried throughout the site. “It clearly lays out what their product selection is, and shows they know what they are doing,” a panelist said. “The food images look fantastic and are presented well.”

Strong, enticing images, such as a shot of a fresh reef net sockeye salmon fillet on a cedar plank, lure the visitor in to the world of seafood. Moreover, the site introduces customers to SeaBear CEO Mike Mondello, who even offers his e-mail address so customers can comment to him directly. That, a judge said, shows a sign of solid service from a company that seems like it really cares about the customer experience.

“The guarantee was well stated and has the added personal touch coming from the company's president, complete with his picture and signature,” a panelist said.

The copy excels in its considerable depth of information and sales orientation. In addition to the basic merchandise copy, the site also provides item-specific shipping details, storage requirements, nutrition, and how-to preparation guides. “The content is incredibly helpful in answering questions customers may have when trying to make their buying decision,” a judge said.

Navigation takes into account not just how to find products, but who you are buying for. The header navigation is segmented into three types of customers:those searching for a gift, people preparing to entertain family and friends, and those interested in healthy dining. The left sidebar navigation is about finding products by type.

Idea to steal
Savvy sites know how to provide a lot of information, but still keep the look clean. SeaBear incorporates tabs on the product pages to keep nutrition, serving, and storage information in one tight little space. This is “a great way to present additional selling info in a clean, crisp manner,” one of the judges noted.
— TP

Creative director/Website designer: Kim Messing (Tellus)
Vice president marketing/merchandiser: Patti Fisher
Webmaster: Amanda Hubik
Consultant: Tellus

SILVER: WEB CHANNEL

Nourse Farms | www.noursefarms.com
Nourse Farms is berry, berry, good at selling, well, berry plants. The site has nearly every type of berry plant imaginable, from blackberries and blueberries to currants and gooseberries, as well as items such as asparagus and horseradish plants. Despite the modern sales medium, Nourse Farms gives customers such confidence in service that it's almost like buying from a family farm stand.

Why it won a Silver Award
The home page clearly explains what Nourse Farms does, what types of plants it sells, and that it caters to both home gardeners and commercial growers. “The design is simple, friendly, and easy on the eyes,” said a judge. The home page also includes a “nice letter from the founder that does not detract from the merchandising message or selling space,” added another panelist.

The product images on Nourse Farms' home and landing pages are crisp, bright, and appealing to the eye. Easy-to-use and read comparison charts are provided within each berry type to help the customers select which plants best meets their needs and skill levels. “The comparison chart is well done in terms of readability and the level of detailed information provided for each item,” pointed out one judge.

For example, the chart shows 10 types of red raspberries, the texture, the flavor, freezing quality and, equally important for the grower, a zone chart explaining the hardiness of the berry plants for various U.S. regions.

Judges were also impressed with some of the product pages, which offered related items such as books, fertilizers, and plant foods as add-ons.

And its service is stellar. “Love the virtual tour of their facilities,” noted one panelist. “It gives you a more secure feel about ordering. You get the impression of a true family business, and they even invite customers to their farm!”

Why it didn't win a Gold Award
Judges marked the site down because the implementation does not allow for a seamless transaction. Users can't add the suggested items to the cart with the main item. Instead, the user must go back and search for the related item after adding the mail item to the cart.

Related items also were not consistently attached to relevant products. For example, plant food wasn't attached to all applicable products, and some items had no related products at all.

And the panel felt that Nourse Farms' copy could be a bit better. “The copy seemed too dry and basic with no real sales copy or benefits being presented,” a judge said. “It is informative and detailed, but is too often put into a single large paragraph, rather than breaking it apart or using bullets to improve readability.”
— TP

Creative director: Kim Messing (Tellus)
Webmaster: Mary McNerny
Website designer/consultant: Tellus