Social Commerce at Kremer: Innovative Sales Channels in the Nature Garden Center
Abstract
The family business Kremer was founded in 1905 by Franz Kremer and is now in its fourth generation. With five locations and affiliated garden cafes, the company is seeking new sales channels. Since there is currently no e-commerce shop, this work analyzes the use of social commerce via the Whatnot platform. The goal is to evaluate this innovative channel through a planned pilot project.
Project Concept
Whatnot as a Live Shopping Platform
Whatnot offers live auctions, chat functions, and community interactions. It enables a digital extension of personal consultation through live demonstrations of plants.
Strategic Planning
- Target Group: Hobby gardeners, urban gardening community, sustainability-conscious individuals, and digitally-affine customers.
- Content: Weekly live shows (“Nature Talents Live”) with product advice and theme boxes such as “Bee-friendly Balcony Set.”
- Technology: Use of smartphone/camera, microphone, lighting, and a packing station.
Channel Evaluation
The approach offers advantages such as high interactivity, community building, and low entry costs. Challenges include the logistical effort of shipping plants, becoming familiar with the platform, and the risk of transport damage.
FAQ – Frequently Asked Questions
Why is Whatnot suitable for plants?
Plants are visual individual items whose condition can be optimally presented through live demonstrations.
How is the marketing carried out?
Promotion is carried out via Facebook, Instagram, newsletters, QR codes at the POS, and collaborations with garden influencers.
What does the project plan look like?
A 3-month pilot project with weekly streams and clear monitoring of key figures is recommended.