Kings Seeds

Platform

Shopify Plus

SERVICES

AI & Personalisation, Conversion Optimisation, Creative, CRO & Heuristic Evaluations, Data Driven UX & UI, Keyword & Audience Research, Platform Implementation, Search, Strategy, Systems Architecture, Technology

Kings Seeds, a longstanding New Zealand family business with over four decades of expertise, specialises in supplying high-quality seeds and gardening advice nationwide. They are committed to making gardening accessible to all through their diverse range of seeds, accessories, and seed subscriptions, emphasising organic and locally produced options.

Overdose. New Zealand embarked on a transformative journey with Kings Seeds, tasked with creating an innovative website that reflects their inclusive gardening ethos. Our team, leveraging the skills of Shopify developers and design architects, crafted a seamless user experience tailored for both novice and seasoned growers.

Since the site's launch in July 2023, Overdose. New Zealand has maintained an ongoing partnership with Kings Seeds, providing strategic support in digital marketing and SEO optimisation. Through this collaboration, Kings Seeds has benefited from Overdose.'s expertise in SEO, META, and Google Ads, enabling the implementation of a robust, always-on strategy. This approach includes executing targeted seasonal campaigns and expanding their audience reach, thereby maximising opportunities and driving revenue growth.

Integrations

As part of the website build project, Overdose. integrated Kings Seeds' Shopify platform with various key business systems and marketing tools. These integrations were crucial for synchronising data, from order management and inventory synchronisation to customer engagement and support, significantly enhancing efficiency and improving the overall user experience.

To boost customer loyalty, we integrated our partner solution, Yotpo Loyalty, creating a robust rewards program. This integration allowed Kings Seeds to manage loyalty points and rewards efficiently, increasing customer engagement and retention.

The integration of eShip (powered by Starshipit) streamlined the shipping process with automatic rate calculations, real-time tracking updates, and simplified label printing. This made order fulfilment more efficient and accurate.

Enhancing email marketing capabilities, our valued partners, Klaviyo, integrated to facilitate targeted campaigns, automated workflows, and personalised communications. This helped drive higher engagement and conversions.

Cin7 was integrated for inventory and order management, ensuring real-time synchronisation of inventory levels and order data. This minimised stock discrepancies and improved order accuracy and fulfilment efficiency.

Finally, integrating Re-Amaze for live chat improved customer support by providing real-time assistance and handling inquiries promptly, enhancing overall customer satisfaction.

Challenge

CHALLENGE #001

Crafting Flexible Data Feeds for Enhanced Shopping Campaigns

Kings Seeds needed a solution to selectively exclude product variants from their campaigns, ensuring only relevant products were highlighted across their paid search initiatives.

SOLUTION

We leveraged Data Feed Watch to develop tailored data feeds that distinguished B2B product variants from B2C products. This approach enhanced the user experience and allowed us to deliver personalised feeds, particularly for new product launches and special collections.

CHALLENGE #002

Designing for Product Education

The process of growing seeds requires significant product knowledge. Kings Seeds approached us with the need to make this information easily accessible to users, regardless of the season.

SOLUTION

Our team utilised Shopify's metafields to create custom fields on the product detail pages (PDPs), showcasing essential seed information such as botanical names, sowing times, seasons, and growing conditions. These fields were seamlessly integrated across the site, including filters, on-site search, and collection pages.

CHALLENGE #003

Streamlining Checkout for B2B and Returning Customers

Kings Seeds sought a more efficient checkout process for returning users, aiming to minimise friction and prioritise speed.

SOLUTION

We implemented a "quick checkout" feature that allows users to search for products by SKU (if known) and proceed directly to checkout. This straightforward solution caters to those who know exactly what they need, simplifying the purchasing process.

CHALLENGE #004

Expanding Social Media Reach on a Budget

Kings Seeds wanted to extend their paid social media presence within a limited budget, supporting a comprehensive funnel strategy.

SOLUTION

We repurposed Kings Seeds' organic reels for paid awareness campaigns on Meta, which improved both paid and organic performance. This strategy generated 312,000 impressions over three months. Additionally, we implemented dynamic ads driven by a custom feed via Data Feed Watch, optimizing the user experience and driving 796 conversions between May and July.

"Overdose have been invaluable in supporting both the upgrade of our website and change to Shopify and the ongoing management of our SEO and digital marketing campaigns. As a small business owner, I am often spread thinly across a number of areas of operation. It has been crucial for our business that we have a capable team managing the ongoing success of our website and interaction digitally with our customers to provide a great user experience and a return on our investment for the business. The team are always prompt in their communication, flexible to the clients wishes and very competent."

Charlotte Connoley
General Manager
Kings Seeds

Results

*Comparing a period of 25th March 2024 - 25th September 2024 against the previous period. **Comparing a period of 25th June 2024 - 25th September 2024 against the previous period.

Increased Overall Revenue*

+37.43%

Increased Overall Sessions*

+16.48%

Increased Total Purchases*

+30.6%

Increased Paid Search Revenue**

+305%

Increased Paid Search Engaged Sessions**

+153%

Increased Paid Social Revenue**

+395%

Increased Organic Revenue**

+168%

Increased Organic Search Engaged Sessions**

+55%

UX & UI

Our collaboration with Kings Seeds on their website redesign had a primary objective; to streamline the user experience and ignite enthusiasm for their diverse product range. A significant challenge was ensuring users could effortlessly access essential product information immediately upon arrival. To address this, we prominently featured detailed product information, enabling users to quickly explore the specifics of each seed or product.

Recognising the importance of equipping users with the knowledge to nurture their seeds, we integrated comprehensive growing requirements and care instructions directly onto the product pages. By providing practical guidance on cultivating their seeds, we aimed to instil confidence in users’ purchasing decisions and support their gardening endeavours.

Additionally, we optimized product discovery by implementing strategies that encourage exploration and increase upsell opportunities. Thoughtfully placed product suggestions and tailored recommendations were designed to enhance the overall user experience and promote additional purchases. Our approach aimed to enrich the browsing journey and seamlessly showcase the breadth of offerings available from Kings Seeds engagingly.