The Power of Purpose: How B Corp Values Fuel eCommerce Growth at Sarah Raven, with Ash Pallet (episode 532)
Ash Pallet has just finished 8 years as Senior Digital and eCommerce Manager at Sarah Raven, one of the UK’s largest gardening brands. It’s a B Corp, founded in 1999, selling via catalogues and a BigCommerce store, they now do annual sales of £22 million.
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Dive in:
[04:36] Emma’s career journey: dining room to eCommerce.
[08:35] Focus: UX and customer journey.
[12:00] Eco-friendly, customer-centric nursery.
[15:50] Refocus with MoSCoW prioritization method.
[18:52] “Keys to Business Success”
[21:06] Optimise website search for sales.
[23:41] Listen to Ash’s Top Tips!
Customer-Centricity is Key
Always put the customer at the heart of every decision. Take the time to understand their needs, pain points, and buying behaviors. Use reviews, surveys, and direct feedback to refine their experience at every touchpoint. A seamless, intuitive journey builds trust, loyalty, and higher conversions. Ash says, “Customer before code”—because great tech means nothing if it doesn’t serve the customer first.
Sustainability Builds Customer Trust
Being eco-friendly isn’t just good for the planet—it’s great for business. Sarah Raven’s commitment to sustainability, like plastic-free packaging and water-saving systems, makes them stand out. Customers appreciate brands that align with their values. Clear messaging about sustainability builds trust and loyalty. Showcasing these efforts on your website can turn shoppers into lifelong fans.
Optimise Your Tech Stack to Work Smarter
Too many tools can slow down your business instead of helping it grow. Ash recommends reviewing your tech stack to see what’s truly essential. Focus on must-have tools before adding nice-to-have extras. A lean and efficient system improves site speed and customer experience. Keep it simple, and make sure every tool serves a purpose.
Prioritize Search Functionality for Better Conversions
Customers use your site’s search bar like they would on Google. If they can’t find what they need fast, they’ll leave. Regularly update search terms, filters, and redirects to match customer behavior. Promote trending products and remove out-of-stock items from search results. A well-optimized search tool leads to more conversions and fewer frustrated shoppers.
Collaboration Leads to Success
Big projects, like improving your website or marketing, need teamwork. Whether working with agencies or internal teams, everyone must be on the same page. Transparency, accountability, and open communication are key. When people feel included, they invest more in the project’s success. A strong team creates a stronger business.
eCommerce Book Top Tip
- Becoming by Michelle Obama
eCommerce Traffic Top Tip
- SEO marketing
Tool Top Tip
- The Planner app in Microsoft Teams
- The Focus or Do Not Disturb feature on smartphones
Carbon Top Tip
- Innovate with sustainable packaging. Ash shared a successful trial using a potato starch wrap for direct mail. This eliminated plastic waste and sparked enthusiastic customer conversations. The positive response helped reinforce Sarah Raven’s sustainability message and played a key role in shaping their eco-friendly initiatives.
Interview links
Related Episodes
- How Priory Direct is Changing B2B eCommerce with Sustainable Packaging (episode 482)
- Navigating the B Corp Certification Journey for Sustainable Success with Sarah Whale, Profit Impact (episode 483)
- Growth Beyond Green: How Canopey is Scaling Sustainable Shopping with Hugo Douglas-Deane (episode 498)
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