Pirilän KukkataloPirilän Kukkatalo

Challenge

In a flower business the stock situation moves with the seasons and production rhythm, but the old site couldn't communicate that to customers. Staff also lacked the tools to keep content current without manual work. Products were updated one at a time, campaigns were built by hand, newspaper ads had to be toggled off on Friday evenings and back on Monday nights, and opening hours were edited store by store. Articles stayed visible regardless of season, and there was no measurement data on how the site was actually used.

Solution

We built a site where availability reflects the real situation: a product can be available in stores, arriving in May, almost gone, or unavailable. Real-time search returns results in around 0.15 seconds, and smart filtering narrows the selection by category, light requirement, price or availability. The nearest-store finder routes customers from a postal code or geolocation to the right store with directions. In the admin panel, the heaviest upkeep routines run on autopilot. Newspaper ad visibility, campaigns and discounts are scheduled ahead and switch over on time on their own. Articles surface by season: spring planting guides in spring, Christmas greetings in December. Hundreds of products are edited directly from the list view, and holiday opening hours roll out to all seven stores at once. Alongside this we rebuilt search visibility down to the article level. Site structure, heading hierarchy and metadata were redone, and existing articles were reviewed and optimized. We also put in place the analytics foundation that gives Kukkatalo, for the first time, a real picture of how the site is actually used. Online sales on the site are currently limited to a digital gift card, launched alongside the redesign, available online 24/7 and redeemable in any of the stores.

Highlights

• Availability is communicated on four levels that reflect real stock reality, and the nearest-store finder routes customers to the right location with directions.
• Real-time search and smart filtering sped up discovery of products and guides across a selection of thousands of items.
• Newspaper ads, campaigns, discounts and seasonal articles moved from manual toggling to scheduled visibility, and hundreds of products are updated directly from the list view.
• Search visibility was rebuilt down to article metadata, analytics were put in place as part of the site foundation, and a digital gift card was launched as a new online sales channel.