Two Wests & Elliott, the gardening and greenhouse company, is the first gardening equipment mail order business to launch an online “clickable” version of its catalogue on its website at

Screen Pages, (, Two Wests’ e-commerce service provider, designed and implemented the catalogue using Rich FX’s visual merchandising technology.

Two Wests markets over 2000 carefully selected and tested greenhouse, staging and gardening products via its catalogues and website. Tens of thousands of customers visit its website each month and the clickable catalogue will provide the following benefits:

* increase conversion ratios between 10-15% by making it easy for catalogue customers to find and buy products
* improve order values by making more products visible to individual visits
* improving the online shopping experience by improved navigation and more interactive tools (such as zoom) to help visitors

The interactive catalogue contains over 68 pages and offers a thumbnail overview of the entire catalogue, spread views, page zoom and click-through to e-commerce pages for online ordering. Many gardening product suppliers have complex product ranges: the difficulties in the gardening sector of navigating thousands of products online are as well documented as well as the success of mail order catalogues. This “visual merchandising” technology translates the advantages of conventional mail order onto the internet in a compelling fashion.

Dan Croxen-John, managing director of Two Wests & Elliott, said: “The Internet is fast expanding as a sales channel for us and we are planning ambitious growth over the next few years. Working closely with Screen Pages, we are certain that innovative online technologies such as interactive catalogues will help increase sales and boost customer service.”

Roger Willcocks, managing director of Screen Pages, said: “We are thrilled to be working with Two Wests: it is an exciting, ambitious business committed to online expansion. Early adopters of interactive website catalogues are seeing impressive returns and Two Wests is setting the pace in the gardening community.”

For further information, images and comment:
Dan Croxen-John, Two Wests & Elliott,
T: 01904 696905 E:

Roger Willcocks, Screen Pages
T: 01932 359160 E:

Published on: 12:00AM on 14th February 2006