Growing a New Agricultural Store

Frederic Smart is an agricultural institution with over 110 years of experience as a grain merchant trading all types of combinable crops, including cereals, oilseeds and pulses. The Cambridge-based company sells products from trusted farm businesses to supply consumers with everything from millers to maltsters, crushers and compounders, both locally and internationally sourced.

Frederic Smart approached Brave with a new business venture looking to expand their well-established seed distribution business to offer their grass, forage and agricultural seeds Direct To Consumers. From this, Smart Seeds was born.

Smart Seeds is a brand looking for a platform that makes it quick, easy and convenient for their customers to buy a wide variety of seeds at a touch of a button. Coming to a web design, digital marketing and SEO agency such as Brave meant they were able to get the full package from a single source, meaning every aspect was coordinated. We looked to create a brand that embodied the key benefits of their products, their pedigree and expertise to champion the potential of their newly realised venture.

Expertise Delivered

  • Branding
  • UX/UI Web Design
  • Shopify Ecommerce Development
  • Shopify Plugin Development
  • SEO & Google Ads PPC

Business Location

  • Cambridge

Brave’s Brief

The challenge given to Brave was to create and launch a fresh brand from scratch in a highly-competitive and saturated market, as well as support their endeavours with data and insights. Frederic Smart would need to prove and justify the validity and demand of a new business initiative using this data analysis. They needed to transition from the B2B environment into the B2C space and create a vision of authority and a “best-in-class” first impression. Our initial goal was to conduct a series of workshops, discovery sessions, audience research and data gathering whilst running through the processes of identifying goals, brand positioning and tone of voice to ultimately create a brand and website that stood above the competition.

Creating A Best-In-Sector Brand

The challenge was to create and launch a new brand from zero in a highly competitive and saturated market and support their endeavours with data and insights that Frederic Smart would need to prove and justify the validity and demand of a new business initiative. They needed to be brave and transition from the B2B environment into the B2C space and create a vision of authority and a “best-in-class” first impression. Our initial goal was to conduct a series of workshops, discovery sessions, audience research and data gathering whilst running through the processes of; Identifying their goals, brand positioning, tone of voice to ultimately create a brand and website that stood out above the competition.

Bespoke Shopify eCommerce

Given the business challenge and the fact the client had never launched an eCommerce website before, we felt Shopify was the most appropriate platform for them. Much of the back-end heavy lifting and compliance considerations can be covered for them as part of this platform solution to mitigate their workload.

By using Shopify, we could concentrate more time on the user journey and website flow, thus shortening the timeframe to get the product to market compared to other platforms. This freed up time to focus on pre and post-SEO work to place the brand on strong search visibility foundations. Plus, Shopify allowed for more flex when it came to integrating best-practice eCommerce plugins to activate all forms of advertising integrations, such as display advertising, Google AdWords and social media advertising.

Post-Launch Plans

There’s never been a better time for brands like Smart Seeds to move into a DTC (direct-to-consumer) eCommerce market. The next phase we have in store is a multi-prong strategy to build search visibility, test a variety of paid campaign channels and work on building the acquisition of new customers, retaining them and turning them into long-term advocates.

We have only really scratched the surface of the potential that exists for Smart Seeds in terms of online sales and market share.

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