Local Sarasota Web Design Firm GravityFree created a winning Valentine’s Day marketing package for several large florists across the country for one of their most important holidays. The package used behavioral targeting to offer previous buyers unique products and offers based on their buying trends. Also included was an enhanced homepage design and email marketing targeted to each recipient’s buying preferences. Their results outperformed the industry trends of double digit loses most florists experienced during the Valentine buying season with some florists experiencing double digit gains.
“It was a big part of our success,” says Walter Knoll of Walter Knoll Florist in St. Louis, MO. Walter Knoll Florist is one of the largest independent florists in the country with well over $1 million of sales online in 2008. Walter Knoll has engaged GravityFree for their Mother’s Day holiday as well. “I was happy to be pushing the technology forward,” continued Knoll whose email conversions increased 90% over last year’s holiday.
FlowerManager Holiday Homepage
The goals of the package were to increase the average sale price of online buyers and to increase sales among existing customers. The behavioral targeting helped match products to buyers so that premium buyers would be offered premium products and economy buyers would see a more affordable set of products. The improved homepage helped increase the amount of each sale at a time when consumers are typically spending less. Additionally, effective email design increased sales among past buyers with targeted messages.
GravityFree has over 50 of the largest independent florists in the country as clients who use their FlowerManager website and business management software. ”It worked really well for us,” said Keith Riewe of Bice’s Florist in Ft. Worth, TX, who also hired GravityFree for the coming Mother’s Day holiday and uses their FlowerManager software.
As the economy is faltering, florists are struggling like other retailers to find new online opportunities for increased revenue. “Now is not the time to pull back on marketing,” says John Barron of GravityFree. “It becomes more important than ever to try innovative and measurable ways to increase conversions and reach out to past buyers.”
