GrowGeneration beefs up omnichannel with redesigned site

The GrowGeneration site offers an inventory of over 10,000 products, ranging from organic nutrients and soils to advanced lighting technology, as well as a new buy online, pickup in-store offering.

GrowGeneration is revamping its e-commerce platform to include omnichannel shopping.

The Denver-based company, which owns and operates 55 specialty retail hydroponic and organic cannabis gardening centers across the U.S., has redesigned its e-commerce site to include the option to buy-online, pickup in-store. The BOPIS service will be available at select stores.

The GrowGeneration site is designed to serve as a one-stop e-commerce destination for commercial and craft cannabis growers, It offers an inventory of over 10,000 products, ranging from organic nutrients and soils to advanced lighting technology. The company is expanding omnichannel operations following a revenue increase of 140% in 2020, fueled by a same-store sales increase of 63%. GrowGeneration has also more than doubled its store footprint since 2020.

In addition to BOPIS access, the newly designed website includes commercial account sign-ups with volume pricing; enhanced order tracking; a virtual garden center with product departments; and a “GrowPro” channel featuring educational and how-to content from grow specialists.

"We've seen a number of retail trends emerge – or accelerate – as a result of the global COVID-19 pandemic," said Tony Sullivan GrowGeneration COO. "More than ever, consumers want the ease and convenience of online shopping, but with the option to avoid shipping delays or charges by picking up at their local store. With, we've created a streamlined online shopping experience and addressed consumer demand for in-store pick-up. Our goal is to improve our customer shopping experience nationwide, while increasing in-store and online revenue. We are very excited to kick off our omnichannel strategy with the launch of the new website."

The new website also includes integrations with GrowGeneration’s ERP systems, personalized local store home pages, buy lists for customer inventory planning, a sophisticated quoting engine, question and answer tools for every product, return merchandise authorization tools for submitting and tracking returns, and real-time online site customer service.

Currently, GrowGeneration Corp. has 55 stores, which include 20 locations in California, eight in Colorado, seven in Michigan, five in Maine, five in Oklahoma, two in Nevada, two in Washington, two in Oregon, and one each in Arizona, Rhode Island, Florida, and Massachusetts.