We talk a lot about the power of creating your own category, which it seems today, has escalated itself in the priorities of brand. Bloom and Wild have created a new category in the ordering and delivery of flowers. The co-founder of Bloom and Wild, Aron Gelbard, was working in the coprorate world designing powerpoint slides for a living, when he realised it wasn’t his passion. He wanted his own business and after doing some rudimentary research, ie looking around, he noticed an opportunity in the flower industry.
Not only were online flower orders quite expensive, the flowers tended not to last very long as they had already gone from grower to supplier to retailer, thereby losing their freshness. Instead, Gelbard and his partner Stanway, decided to change the supply chain and cut out the middle man. Bloom & Wild customers buy online a few days in advance, allowing the business to aggregate orders. This means growers are only asked to cut the flowers once they have been sold. Dealing directly with growers means Bloom & Wild can deliver flowers to consumers three days after they were cut, making them last far longer. At the same time, bypassing the middlemen means lower costs and lower prices.
The other innovation from Bloom and Wild is that the flowers are delivered safely in a box that can fit through the average letterbox opening, which saves on delivery costs and means that the recipient doesn’t have to be home when the flowers are delivered. The flowers come in a box with instructions as to how you should arrange them and videos are also available on their website.
This is an excellent case study for us to explore. They’ve done a lot of things right, although Aron admits they’ve also done a few things wrong. But in terms of where marketing, brand and creating a new offer comes in, they’re bang on the money. Simplicity is a massive trend in brand, marketing and business currently, so I would also take a look what we’re seeing here and use it to audit your own business. Does your sale and delivery process have too many steps? How could you simplify the process?
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