Big Green Egg Launches Omni-Channel E-commerce Sales Platform

Big Green Egg Launches Omni-Channel E-commerce Sales Platform

The Big Green Egg Company has long recognized the value of a strong independent dealer network and stands committed to supporting its retailers with the very best grilling products and numerous best-practices tools to help them succeed. New for Big Green Egg is the launch of an omni-channel e-commerce sales initiative that enables consumers to enjoy the convenience of online shopping for EGGs and related EGGcessories, while providing a direct sale at the local dealer level.

“Our model is unique in that it is designed to be inclusive of our authorized dealer network, and brings them into the process as the final point of customer engagement, whether it be in-store pickup or personalized delivery and setup,” says CEO Ardy Arani. “Unlike most other popular grill brands, the Big Green Egg product line is not sold in big-box stores, discounters, mass merchandisers or shopping club channels. It just doesn’t make sense for us to do that, to compete with our local dealers that way, but many retailers do have grills on their floor—especially in the gas and pellet grill category— that are being sold against them online and in big box, often at a discount to the bricks+mortar price. When we set out to create an e-commerce presence, we knew we were not going to do it that way.”

Arani adds, “Having each Big Green Egg online sale handled and fulfilled by an authorized dealer in the same community as the customer is a key differentiator of the Big Green Egg model and is very important to us as a company.” Since 1974, Ed Fisher, the company founder and chairman, stressed that the company would never sell against its own dealers. “To be able to carry that philosophy into our ecommerce platform is very rewarding to us and to our dealer network. We support ‘Main Street’ retailers exclusively, and now we can do so through e-commerce as well.”

“With our omni-channel model, we manage an online sales platform, and yet all sales are fulfilled at the dealer level,” explains Tom Lengyel, national sales manager. “Our dealers are already seeing the benefits of this Circle Reader Service No. 11 uniquely structured e-commerce sales platform, and our customers love having an EGG delivered (safely and with no contact) and assembled by a knowledgeable and well-trained dealer. Sales growth of Big Green Egg products in the U.S., combined with a successful expansion into international markets, is very strong. We know what sets the Big Green Egg apart is our product quality and value, combined with the knowledge, dedication and customer support provided by our independent retailers.”

Having created the kamado grilling category over 45 years ago, and being noted as the innovator ever since, Big Green Egg is again leading the way by integrating online and physical retail channels to give consumers the best of online shopping combined with personalized service. Ultimately, the authorized dealer network is rewarded with new opportunities to increase sales and build customer loyalty.