As someone whose go-to gift idea is always flowers, Bloom & Wild has been on my radar for quite some time. But what really stands out to me—beyond its stunning range of blooms—is its impressive CRM strategy and the overall customer experience it offers. Read on to discover how Bloom & Wild nurtures both customer engagement and brand loyalty.

Caring Wildly

Founded in 2014, Bloom & Wild set out to disrupt the oversaturated flower industry by doing things differently. What sets it apart? It placed technology at the core of its business, allowing customers to order flowers in under a minute. Its innovative ‘letterbox delivery’ makes receiving flowers as simple as receiving a letter. Co-founder Aron Gelbard said, “I’d tried to order flowers online many times, I’d struggled to do it on my mobile and there just wasn’t a brand that stood out.”

The brand announces its customer-first philosophy with its slogan, ‘Caring Wildly’, and its user-centred approach has proven wildly successful: in 2017 it became the UK’s second fastest growing startup. In 2019, it took this approach a step further, launching ‘The Thoughtful Marketing Movement’," a campaign aimed at transforming how brands communicate and enhancing the customer experience across the industry.

Putting the customer first

Bloom & Wild has gained a reputation for genuinely listening to its customers, becoming one of the first brands in its sector to offer ‘opt-out’ communications for sensitive occasions throughout the year. In 2019, it introduced this option ahead of Mother's Day, allowing recipients to choose more general emails that featured the same offers but avoided potentially triggering messaging. 

Staying true to its tech-driven roots, Bloom & Wild implemented a simple but effective solution. By adding hidden fields to its EDS (Email Design System), it created a form where the user’s ID was automatically pulled from the email link, enabling customers to opt out of marketing with a single click. The setup only took a couple of days to implement and wasn't technically complex, but it had a significant positive impact on its customer base. 

Results showed that 18,000 customers opted out in 2019 and interactions with Bloom & Wild grew from an average of 4-5% to 20%. Feedback on social media highlighted how well it was received, inspiring many other companies to follow its example. As a result, this approach to seasonal communications is still widely adopted today.

A compelling offer

Bloom & Wild excels at personalising the customer experience by adding helpful reminders for special occasions. Its generous discounts are another standout feature—not just token offers of 5-10%, but often substantial savings of 20-25%. 

It also encourages referrals by offering £10 for each new customer; this incentive has been highly successful, generating £17 million in sales. Consistency is key to its marketing approach, with emails tailored to every event—from ‘peony season’ to World Friendship Day—ensuring there’s always something relevant for its audience.

In addition to its core flower offerings, Bloom & Wild has expanded its product range over the years, helping it attract an even wider customer base. Its collection now includes plants, food and drink hampers, and candles, allowing it to appeal to a broader audience and meet a wider variety of gifting needs.

Customised content across all channels

When it comes to content strategy, Bloom & Wild takes a thoughtful approach by tailoring its content to each platform, rather than simply duplicating it across channels. On Facebook, the focus is on driving sales with exclusive promotions and product highlights. By contrast, its Instagram feed is packed with engaging tips and tricks for caring for flowers and plants, keeping the audience inspired and informed. This approach ensures its content stays fresh, relevant and exciting no matter where its customers engage with the brand.

Bloom & Wild has created a seamless digital experience for its customers, nailing cross-channel marketing with fresh, new ideas which make it a leader in the florist ecommerce market. 

Want to take a leaf out of Bloom & Wild’s book? Our strategy team can help you put your customers first and drive brand loyalty. Drop us a message here, to discuss how we can help.