Harry & David is giving its brand a digital uplift across the board, enhancing its ecommerce and mobile sites, catalog and social media channels for the holiday season.
“We continually look for ways to enhance the customer experience, providing gift-givers with fast, easy and convenient ways to shop,” said Steve Lightman, President of Harry & David. “That’s why the site redesign incorporates not only our new brand look, but new functionality, improved navigation and enhancements based on customer suggestions we received.”
The home page redesign includes a static full-width homepage, featuring product photography to demonstrate assortment, showcase gifting occasions and provide visual navigation through categories and brand stories.
Lightman said the company wanted to better reflect the brand’s heritage and spotlight the care that goes into creating its gourmet food gifts.
“We have some terrific multimedia content that shows a behind-the scenes look at the recent pear harvest,” Lightman said. “There are also ongoing features such as our ‘Harvest Report’ which lets customers know which fruit is ripe and ready to ship,” said Lightman.
The company also wanted to find new ways to elevate the online shopping experience.
“We think the new brand immersive content on the site helps us do just that, while also building deeper connections with customers,” said Lightman.
The enhanced site navigation makes it easier for customers to shop the brand’s product assortment by popular categories.
“We saw opportunities and areas where we could improve not only the look and feel but also the customer experience,” said Lightman. “For example, we demonstrate our breadth of assortment, showcasing everyday gifting occasions, and provide for category visual navigation and ease of checkout. And of course, it is important that the new look translate well to the mobile user experience.”
Other new features include gift list enhancements which allow customers to view their online and print catalog order history in one place, add gift recipients and find new items for their list. There’s also a new corporate gifting portal designed for business-to-business customers, and Another new functionality which allows shoppers to add and send up to 100 different gifts to separate recipients, up from the previous limit of 20, and improved order tracking
On the social media front, Harry & David launched its #BehindThePears campaign on Facebook, Twitter and Instagram showcasing the journey of the Royal Riviera pear, featuring employees who grow, pack, market and deliver the product.