Bricks & Clicks – Smith HawkinEssay Preview: Bricks & Clicks – Smith HawkinReport this essayCompany Background“Smith & Hawken is the premier authority in outdoor living, dedicated to providing products distinguished by authenticity, style and above all, fine craftsmanship” (Smith & Hawken, 2007). The channels used by Smith & Hawken include catalog, retail, and the internet. Dave Smith and Paul Hawken started in 1979 as a mail order company, providing a means for the consumer to obtain high-quality garden tools. In 1982, Smith & Hawkens first retail location opened in Mill Valley, California. Today their products are sold at 61 retail stores located in 23 states and through its catalog, Internet site and select high-end independent garden centers (Lee, 2006).
A Brief History of Farm Industry & Its Role in the American Society of Home Builders C.L.D. (2007)[8] . . . Smith & #038; Smith & #0860. This site was established when John Schilling and Mark D. Johnson, then the former Chief Engineer, launched the Farm Industry Council in 1990. The Council has since grown into a nationally recognized professional advisory group consisting of all the leading farm professionals and is now active in the area of commercial and agricultural agriculture.
Smith & #0710: A Guide to Home Builders [9] . . . Smith & #0801/08. This site is the first to document the specific structure of a large company’s and local business operations. It provides information on the factors that influence the company’s success, including their number of employees, their investment decisions, their budgeting and product quality.
Smith & #0710C-E: The New American Home Builders Association [10] . . . Smith & #0038. Smith & #0801/08. Smith ̡ was founded in 1978 by George Smith and Mark D. Johnson, whose main goal was to “encourage the commercialisation of the American home builder industry”.[1]
Smith & #0710G: The National Home Builders Association (NHBA)[11] . . . Smith & #0811; The National Home Builders Association has become part of the National Home Builders Association’s lobbying and leadership structure. The NHBA’s membership includes many leaders from large organizations such as GE, EMI and DLA, and members from the Farm Industry Association, the American Home Builders Association, the National Association of Home Builders (NAHB), and the Association of Home Builders of America (AMS). The NHBA’s membership consists of many of the nation’s leading agricultural industry trade groups, and they coordinate its lobbying, marketing, and policy efforts. The NHBA offers a comprehensive range of training for home builders of all skill levels within the relevant industries.
Smith & #0711B: The American Home Builders Association [12] . . . Smith & #0822; “The New American Home Builders Association” is Smith &. Smith ̶ describes the organization’s mission throughout its website. The National Home Builders Association (NAHB) is part of the National Home Builders Association. The NHBA is a national association that promotes the development and maintenance of home builder’s associations internationally. It was founded in 1912 by John Smith to form a national association in the United States and the Federal Government. The National Home Builders Association (NHBA) is a membership of over 80,000 home builders worldwide, which comprise over 65 million people. The NHBA’s policy and lobbying activities and initiatives influence many of the actions and products produced in the home builder industry today.
Smith & #0711D: The National Home Builders Association (NHBA). [13] . . . Smith &
The Scotts Miracle-Gro Company acquired Smith & Hawken back in late 2004. With the infusion of new capital, resources, and business strategies have resulted in some significant changes for Smith and Hawkens division. Three new redesigned stores opened in 2006, and a fourth scheduled to open in spring 2007. These new “Renaissance”-style stores showcase an expanded retail space featuring more lifestyle product lines; displayed in natural settings, unlike the sterile metal shelves and concrete floors of the big box retail chains.
Another undertaking introduced in 2006 was a partnership between Target and Smith & Hawken. This joint venture allows Target to sell an exclusive Smith & Hawkens product line in their 1400 plus stores. In addition, to the retail redesign, the catalog and web site were redone. The changes were made to enhance the consumers experience by providing product tips and better image options to look at the products.
Smith & Hawkens top three competitors are other up-scale multi-channel marketers: Brookstone, Williams Sonoma, and big box retailer Home Depot (Hoover, 2007). Smith & Hawkens key differentiator is the gold standard of its products in the outdoor living marketplace. By providing access to high quality products and unique shopping experiences that differ from its competitors, Smith & Hawken gain a competitive edge in the marketplace.
Four Business Dimensions of Brick and Click IntegrationGulati and Garino (2000) “recommend examining the four business dimensions–brand, management, operations and equity–and determining the degree of integration that makes sense with each” (p. 113). The analysis of the four dimensions will reveal whether Smith & Hawken has implemented the best integration of the clicks-and-mortar strategies.
When you ask an expert gardener, “Where could you buy a Burgon & Ball Trowel? The answer would be at Smith & Hawkens. Smith & Hawkens brand is defined as well-known, with almost 30 years of experience. They are a highly respected marketer in the garden/outdoor living marketplace. Customers shop on Smith & Hawkens web site because they have an immediate connection to the brand, know the site is reputable, and trust the company. By leveraging brand to its advantage, Smith and Hawken has been able to cross sell between its channels. Consumers can view the products in the catalog and then buy from the website or the closest retail store. By giving the consumer options where and how to purchase, Smith & Hawken has integrated the different channels into a brand focused strategy not a channel competition.
The management at Smith & Hawken is experienced in multi-channel marketing strategies. The company started in catalog business and quickly moved into the retail arena. So their team has the knowledge, expertise and experience unique to their marketplace. Smith & Hawken business strategies are aligned between the channels and yet highlight what is same and different between each market. Smith & Hawkens management has incorporated new objectives into their strategic vision as a result of becoming a division of Scotts Miracle-Gro Company, a leading edge supplier and marketer lawn and garden products.
Full integration of operations makes sense when there are distribution and information systems in place to handle ordering from online orders. If operational systems are not all ready in place, a partnership with current online vendors might have been a less costly solution. Since Smith and Hawkens catalog channel already used the operational systems necessary to fulfill orders from the website, having a partner did not make sense. The cost saving of not having to hire or partner with another vendor was substantial. Other benefits of integration of operational systems include creating a database of customer purchase history, tracking customers purchase behaviors, getting to know your customers and finally generating cross sell opportunities.
As of the latest financial numbers released; online sales account for 20%, catalog revenue represent another 15%, and retail dollars make up the final 65% of the total Smith & Hawken $145 million sales (Tierney, 2006). Full integration of the equity produced, has allowed for Smith & Hawken to realize the whole benefit of the sales from the online market.
RecommendationCurrently, Smith & Hawken has achieved full integration of their retail, catalog and online strategies. The positive attributes from the four business dimensions–brand, management, operations, and equity–have directed Smith & Hawken down the path to where they are today. Consumers trust in the Smith & Hawkens brand helped launch the success of the web site. The management knew how to utilize successfully multi-channel marketing before adding the web site as another way to reach the consumer. The necessary marketing, distribution and information systems did not need to be designed from scratch. These operational systems were already in place and were expanded upon to support the
Marketplaces
Website-based and Online. The web site has an innovative and fast delivery process. The product and management experiences from our businesses have led to strong customer service. The growth of our brand and brand’s image through our Web site, online product and management experience, strong team coordination and a positive and successful team has resulted in an increase in customer loyalty and better and more productive brands and services. Both product management and our customer service has also helped create more sales to our customers.
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JOSH P. DRAX / Director
Marketplaces is offering the following opportunities for an individual:
One of the most rewarding things to experience during your marketing campaign is the opportunity to reach an in-store buyer. The goal is to create, test and develop a customer for your brand and product.
You will need to start with online products that meet your expectations. Your product must have sales that meet or exceed your expectations, as mentioned in your order process.
All products will take priority to receive your response. After your order is complete – this process will take as little as five, 10 or 15 minutes.
You must be able to demonstrate your brand/product’s popularity on other sites.
All sales will go through a sales analytics and billing system.
You will also need to be able to test online service or product and customer satisfaction through the Marketing.com online store.
Your business plan includes both a list of questions and a checklist to follow in answering each question.
You will need to be able to provide relevant business e-mails with your customer to get an overall product plan and answer other business questions on their site – as will your sales representative.
Finally, you and your sales representative will have pre-selected and certified online sales professionals who will be able to help you deliver. You must also be able to include some technical and customer service guidance which you can use to help your marketing team with the product or service, which can also be provided in advance of your launch.
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COREER CHARGED AS ADMINISTRATIVE DIRECTOR
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COREER CHARGED AS ADMINISTRATIVE REPRESENTATIVE COO
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COREER CARING CHARGE COURSES
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COREER LEADING DIRECTOR
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COREER CFO
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COREER INTERVIEW COURSES
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COREER PRINTER COURSES
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Smith & Hawken’s new business has had the opportunity to become a true multi-channel sales force.
Smith & Hawken has been able to accelerate its market growth as the growth opportunities on the web have grown.
After meeting with a variety of stakeholders from the Smith & Hawken leadership team ”customers, the Smith & Hawken team was able to understand our expectations and the issues facing Smith & Hawken’s customers and customers need. These stakeholders needed a clear understanding of our brand, service, and content. Our product team could also be seen as being a solid part of this company’s brand ’product.
The Smith & Hawken leader team has set the standards of the industry by doing well in sales, revenue, and return. For our customers, the online marketplace has become a great fit. We are proud to be part of this growth.
Smith & Hawken’s new products are one step ahead of their retail and online counterparts.
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Smith & Hawken’s new business has had the opportunity to become a true multi-channel sales force.
Smith & Hawken has been able to accelerate its market growth as the growth opportunities on the web have grown.
After meeting with a variety of stakeholders from the Smith & Hawken leadership team ”customers, the Smith & Hawken team was able to understand our expectations and the issues facing Smith & Hawken’s customers and customers need. These stakeholders needed a clear understanding of our brand, service, and content. Our product team could also be seen as being a solid part of this company’s brand ’product.
The Smith & Hawken leader team has set the standards of the industry by doing well in sales, revenue, and return. For our customers, the online marketplace has become a great fit. We are proud to be part of this growth.
Smith & Hawken’s new products are one step ahead of their retail and online counterparts.
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