CASE STUDY – E-COMMERCE MARKETING AUTOMATION
The Florist: Luxury Bouquets
Find out how The Florist created omnichannel experiences using E-goi’s e-commerce marketing automation.
Luxury experiences: The Florist’s mission!
Pedro and Tiago, long-time friends, tired of forgetting about special
special dates, created their own solution. The Florist could perfectly well be a simple online flower shop with home delivery, but what the entrepreneurs had in mind went far beyond just selling.
The Challenge: Automated and personalised customer journey
The Florist’s team faces some challenges regarding prospect acquisition to final product delivery. The time and cost at each stage of the sales funnel would have to be reduced to the bare essentials, to be able to free entrepreneurs for the most important thing: creating luxury experiences. The whole process was managed with the Phyrius agency, which is part of the E-goi Partner Agencies Program.
Increase Contact Base »
The Florist aims to conquer the portuguese market, so it is important to build fully automated mechanisms to attract new leads and customers
Automated Journey »
Implementing the Inbound strategy, tracking the entire customer lifecycle from conversion to loyalty, recovering lost Leads, working together with social media, will have to be automated and easy, without the need for major human interventions.
Personalised Experiences »
The Florist’s value proposition is based on personalised luxury experiences. For this very reason, the entire buying and post-selling experience must be at the level of what the brand promises.
Implemented E-goi solutions
Attract, sell and build loyalty … all with E-goi!
Given the flexibility, variety of channels and features for e-commerce, E-goi turned out to be the logical choice for all of The Florist’s team.
Shopify and E-goi integration
The E-commerce’s platform chosen by The Florist is Shopify. Through Goidini, E-goi’s integration portal, the synchronisation was very easy to implement. In addition to synchronising customer data, it allows to track customer behaviour instore, making it possible to communicate based on actions carried out in the shop.
Recovery of abandoned cart
A major advantage that The Florist gained with E-goi and Shopify’s integration was the automated messages to recover lost sales.
By verifying that the most frequent reason for this abandonment is the amount of shipping costs, The Florist sends an automatic message offering these costs, to those who don’t complete the purchase within 24 hours, with the products that were in the customer’s cart.
Attracting potential customers
As part of its Inbound strategy, The Florist has implemented several E-goi forms on its website, not only in Pop-Up form, but also with fixed subscription forms. This way, it can not only communicate relevant content, but also automatic promotional campaigns on festive dates – such as Valentine’s Day, Mother’s Day, Easter, etc.
Reminder for festive dates
One acquisition strategy implemented was a reminder for important dates. This feature consists of an E-goi form, which asks for the user’s email and mobile phone number and several important dates, such as their wedding anniversary, mother’s birthday, among others…
After filling out the form, The Florist automatically sends an SMS or email one week before each date with a suggestion for a The Florist product to celebrate
Recovering old customers
With the e-commerce integration, and the associated synchronisation of contacts, it is possible for The Florist to reactivate old customers, anticipating their needs, based on the date of their last purchase. With automatic flows, emails are sent to customers who have not made a purchase for more than 30 days.
Keeping the Customer Satisfied
The Florist has created a post-purchase satisfaction form, emailed 2 hours after the purchase is completed. In addition to feedback, the customer is asked to rate the experience on a scale of 0 to 10. This information is added to the subscriber in question and a notification is triggered whenever the rating was negative, in order to contact the customer immediately.
E-goi and Facebook Lead Ads integration
The Florist has taken the opportunity to automatically sync leads generated from its Facebook and Instagram ads with its E-goi list, as well as Facebook Audiences, to run social media ads based on E-goi segments. The latter allows The Florist to activate a Facebook ad offering postage to those who have not opened the abandoned cart recovery email. This action not only extends the reach of the campaign, but also saves on costs by advertising only to those who have not yet converted with the email sent.
Results
By taking advantage of the great flexibility and variety of features that E-goi provides, The Florist has managed to grow sustainably, simplifying and optimizing its processes:
More Recurring Sales
Increase in average ticket
More Recurring Sales
Database growth
Cost reduction on ads
Process automation
The Future
With the initial automation in place, The Florist’s focus will be to launch a loyalty program, with a VIP club, where each customer accumulates points per purchase. This program will take advantage of E-goi’s
E-goi’s scoring functionality, based on the information collected from the e-commerce and E-goi integration.
