Building a new website is one thing. Building a new business model is another. With NDI, manufacturer of the finest floral and botanical reproductions in the world, we did both. Here’s the story.

NDI had previously only sold product through high-end retailers, such as Neiman Marcus and Nordstrom. They came to us with a challenge: build a site that sells direct to the consumer without alienating our trade customers. And make it awesome.

We’re happy to present to you our solution: NDI’s new storefront.

Visitors can shop the entire inventory (over 4,000 products) in a very intuitive manner; products are organized by five different filters. The store recommends similar items and optional upgrades for products like trees and greenery. Customers can come back and quickly reorder previous purchases or update their information. The site also serves trade customers, with trade-specific content for logged-in trade users.

From a management standpoint, the site is built with a custom CMS (content management system) that allows NDI to update everything in their online store: track orders, edit individual items or multiple items at once, and reorganize categories for seasonal promos. They can also access their customer database for real-time info on each customer.

In the two weeks that we’ve been live (and debugging), the site has already seen good results. Sales are happening—66 percent of the visitors are new to the site and the average site visit is almost 9 minutes.

Take a look around, buy some flowers. And if you see any bugs in the site, holler at Janine.

As we continue to develop the site, we’ll keep you updated.