The Challenge

AwardProven Winners is the #1 Plant Brand in the world, selling more than 150 million plants annually. Proven Winners searches the world for vibrant flowering annuals, perennials and shrubs that deliver the most beautiful garden performance. A portion of all sales support plant breeders and marketing efforts worldwide, creating more opportunities for new plants.

As a provider of high quality plants for home and garden, Proven Winners is accustomed to a seasonal business cycle. The bulk of consumers will only plant during a four to six month window every year. While Green Monday, the second Monday of December, is a key shopping day for online retail, it falls far outside the peak sales season for Proven Winners. The challenge for Proven Winners and emfluence was to drive significant incremental sales of flowering annuals, perennials and shrubs during this historically slow buying cycle.

The Solution

emfluence built a multi-touch campaign that included mention in their email newsletter, daily countdown emails, sitewide banner notification, and shopping cart upsell messaging. Gamification tactics were also leveraged in the campaign to deliver rewards for increased purchase levels starting with a t-shirt or hat for a $125 purchase and ending with a Yeti cooler for a $600 purchase. This upsell tactic was designed to drive up average order value.

Promoting Green Monday for Proven Winners drove non-seasonal revenue and traffic to exceptional heights, and gamifying the purchase resulted in increases in average order value:
• A 91% spike in eCommerce conversion rate
• A 264% increase in transactions
• A 284% increase in revenue
• A 6% increase in average order value
Just wanted to say a BIG THANK YOU!!! to you and the whole team for all the hard rowing (coding/testing/managing) last week and support throughout the day (including early morning hours - yikes!) on Monday for GREEN MONDAY. The small number of order issues were just a drop in the bucket compared to the total order volume. I am confident we would not have survived without your advance work and support that day. It's a pleasure to partner with you all!

— Jody Kampmeier, Website & Programming Manager, Proven Winners

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