Zael’s Florist Case Study: A Start Up Family Flower Shop

Posted On June 20, 2016

CHALLENGE

A new business startup, Zael’s Florist was established in 2012 and now has a wide reaching reputation as a specialist retailer of floral gifts and decorations. Zael’s main objectives for this project were: To improve the look and feel of their existing ecommerce website, develop a mobile commerce website, achieve ambitious growth targets and increase brand awareness through an online marketing campaign. The solution MechKW Design delivered had to be flexible and easy to update by Zael’s in house team. MechKW Design develops for the future, Zael’s solution was built to be scalable in order to quickly grow with their marketing success.

SOLUTION

MechKW Design worked as a partnership with Zael’s Florist to deliver a feature rich and effective new ecommerce offering. Our experienced design team used their creativity and knowledge of best practice to design a highly converting solution that seamlessly represents Zael’s brand identity. MechKW Design developed Ride-away’s desktop and mobile offering, enabling Zael’s Florist to target customers on any device. In addition to web design and development, our expert team of digital marketers developed and managed a highly successful digital strategy across multiple channels including SEO, PPC, Google Shopping, Email, Social Media and On-Site Conversion Optimisation.

THE CONCEPT

We began this project with a clear goal – this website must help to achieve Zael’s Florist’s ambitious growth targets. Our digital marketing team implemented a comprehensive SEO strategy as the website was being developed, enabling us to optimise the site for search as well as user journey.

ONLINE MARKETING STRATEGY

To achieve the growth figures Zael’s Florist was aiming for we developed an integrated online marketing strategy with a focus on quality traffic, higher ROI and increase conversion from both new and repeat visitors.

SEO

PPC is an important channel for Zael’s Florist due to the competitive nature of the industry. We conducted extensive research into industry based keywords and competitor bidding and produced an ongoing PPC strategy based on our learnings. The Zaels PPC account is very structured which enables us to report on a granular level. Since launch we have seen increased ROI and reduced CPC.

Email Marketing

Zael’s Florist has a large database of customers that is ever-growing after the launch of our marketing campaign. We manage and send emails on a regular basis to Zael’s customers and contacts, we offer consultancy and strategic services based on content and design and work closely with Zael’s to determine the desired outcome for each mailer. We provide weekly reports and recommendations to consistently improve the message Zael’s Florist sends to their loyal database.

Pay-Per-Click

PPC is an important channel for Zael’s Florist due to the competitive nature of the industry. We conducted extensive research into industry based keywords and competitor bidding and produced an ongoing PPC strategy based on our learnings. The Zaels PPC account is very structured which enables us to report on a granular level. Since launch we have seen increased ROI and reduced CPC.

Social Media

Social is still growing in the digital world. In the floral industry, social is a large part of the purchasing process as customers share and express gratitude on a regular basis for gifts they’ve recieved. We worked with Zael’s to provide a comprehensive social strategy which included training on how to best leverage social channels to begin relationships with customers. As a result, Zael’s now have over 5,000 social media connections!

THE RESULTS

Zael’s Florist’s ecommerce solution has produced sales growth beyond the initial targets. The site has achieved a huge 300% growth since launch. After launching the mobile optimised florist site, the company saw their orders via mobile devices more than triple. Zael’s continues to grow with our focussed PPC marketing and regular email campaigns. Zael’s was recently awarded a local government contract, the direct result of one customer’s great experience using the Zael’s Florist website and the service that followed. This is a testament to the success of Zael’s marketing and growth efforts.

%

Growth in Online Sales

Written by Ken

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