Migrating to WooCommerce and implementing a multi-channel marketing strategy generated immediate results, and has laid strong foundations for continued growth.
George Davies Turf & Stone is the UK’s leading supplier of premium landscaping materials, delivering to over 35,000 gardens annually.
With a legacy spanning over two decades, the company is renowned for its top-quality products and award-winning customer service.
Under the steadfast leadership of George Davies and supported by a dedicated team, the business has become a trusted name in the landscaping industry, consistently setting benchmarks in excellence and reliability.
For many years, George Davies thrived through organic growth, driven largely by word-of-mouth recommendations and strong relationships within the landscaping trade.
While this approach had served the business well, George recognised a growing opportunity to expand their Direct-to-Consumer (DTC) offering and bring their premium landscaping materials to a wider audience, including domestic customers. However, several challenges stood in the way of achieving this ambition.
The business was operating with an outdated CMS platform that limited functionality and made ecommerce growth difficult. Manual back-office processes created inefficiencies, while the existing website suffered from poor user interface and user experience design, which negatively impacted conversion rates.
Marketing efforts faced hurdles as well, with paid media campaigns delivering disappointing results and organic search performance plateauing. Without a cohesive digital strategy, George Davies was unable to fully leverage the potential of the online market, limiting its ability to scale and reach new customers.
Recognising the need for transformation, George Davies partnered with Qoob to overhaul its digital presence and unlock its ecommerce potential. The collaboration began with a comprehensive strategy to modernise their digital infrastructure, enhance marketing efforts, and create a seamless customer journey.
The first step was re-platforming their website to WordPress WooCommerce, a robust and scalable ecommerce solution. Particular care was taken, and a robust migration plan agreed, to ensure Organic Search performance was not negatively impacted by this migration.
This re-platforming addressed several pain points by integrating automated systems for order management, improving efficiency in back-office operations, and implementing new features like abandoned cart recovery, and national delivery options.
Additionally, the website design was enhanced with a focus on optimising the customer journey, ensuring that product pages and checkout flows were streamlined to reduce friction and maximise conversions.
Parallel to these technical upgrades, Qoob developed and implemented a multi-channel marketing strategy. This included leveraging paid media, social media, email marketing, and search engine optimisation (SEO) to drive traffic, improve visibility and increase online sales.
Advanced call tracking software was also introduced, enabling George Davies to accurately measure ROI from phone-based sales and refine their campaigns based on actionable insights. This data-driven approach ensured that marketing efforts were not only effective but also continuously improving in real time.
When George Davies expanded their product range in 2024 to include stone and porcelain products, Qoob adapted the strategy in real-time. Despite not being part of the original plan, the team worked closely with George Davies to seamlessly integrate the new product lines into the marketing campaigns, ensuring they gained immediate traction and visibility.
The collaboration between George Davies and Qoob delivered transformative results online. The business experienced significant improvements in ecommerce performance, with increases in website traffic, conversion rates, and average order values. By tapping into new markets, George Davies successfully extended its reach, bringing its high-quality landscaping materials directly to domestic customers across the UK.
The new automated systems and optimised user experience provided a scalable framework for sustainable growth, while the data-driven marketing strategy empowered George Davies with insights that enhanced ROI and guided future decisions.
Digital strategy
Websites & technology
Paid media
Search marketing
Digital engagement