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RHS Grow
Championing a storied institution into the digital era
Overview
The Royal Horticultural Society (RHS) has long been a cornerstone of British horticultural excellence and education. However, facing the digital future, the organization recognized the need for innovation while maintaining its profound legacy. It was time for RHS to evolve, broaden its audience and become a household name across different digital user demographics in the UK.
The Challenge
Traditionally catering to visitors of its gardens, RHS faced extending its influence to the UK’s wider gardening community. Despite a robust website and the ‘My Garden’ service, it struggled to attract novices and those with smaller gardens. The mission was to innovate in a human-centric way, using RHS’s deep horticultural knowledge and quality content to reach and engage a more diverse audience, moving beyond its conventional reach.
200%
Year heritage
1.2m
Million annual visitors
300k
Plant database
It was imperitive to appeal to a wider group of enthusiasts.
Heritage, content and world-class expertise are key differentiators for the RHS.
Approach
Understanding our diverse user base was the cornerstone upon which we built our strategy, ensuring the app resonated with varying needs, from sustainability advocates to urban dwellers.
A pivotal advancement was integrating RHS's unique expertise with cutting-edge AI, creating the RHS Chatbotanist.
Amidst the generic AI solutions flooding the market, I saw a distinct path for RHS: why not harness RHS's extensive, curated knowledge, creating a reliable, brand-consistent AI experience? This approach preserved the authentic RHS advisory experience and set a new benchmark in digital horticultural assistance.
RHS product information page on the App Store
Outcomes (so far):
The success of 'RHS Grow' was not just in the 100k new users or the 48% increase in active engagement but in how it rejuvenated interest in horticulture across demographics. The real triumph, however, lay in the subsequent introduction of the RHS Chatbotanist. While this feature's full impact remains to be quantified, early feedback has underscored its potential in revolutionising digital interaction for garden enthusiasts, further integrating RHS into users' daily lives.
95K
New users since launch
48%
Increase in active users
100%
Project KPIs met or exceeded
Personal Reflection:
My journey with RHS solidified my conviction in respectful innovation. Balancing technological advancements with a deep reverence for RHS’s legacy, we charted a course that redefined what’s possible for historic institutions in the digital age. The forthcoming full integration of the RHS Chatbotanist into the app, including an potential hands-free feature, reflects my commitment to forward-thinking solutions that respect and enhance traditional foundations.
