Case Study: Growth Marketing in a Mature Market

Phil Dossett 31 August, 2018 Tags: Ecommerce, Case Study, 

Wild Poppies is a floristry and gift company serving Auckland and the wider New Zealand market. With 20 years in business they have a reputation for quality products with a design flair. While they have a striking industrial-chic store in a warehouse in Morningside, 98% of their business is online. 

The challenge

Increase digital revenue for Wild Poppies through improved online marketing. Wild Poppies goal was 20% year on year for 2018.

Particularly challenging for the leading brand in a very mature market delivering a freshly-arranged perishable product.

Redevelop an ecommerce system that by default expects orders to be sent to the customer, not a third-party gift recipient.

And allow the customer to dynamically choose delivery timing, based on delivery address – 80% of orders are delivered same day across Auckland with a customer expectation of a 1-4 hour delivery time. BUT with NZ-wide deliveries taking 1-2 days and could be ordered weeks in advance to arrive on a certain day e.g. a recipient’s birthday. AND include special delivery instructions and a gift Message Card.

Growth marketing for the leader in a mature market

The solution

To boldly achieve the elevated goals, Wild Poppies agreed to adapt a holistic growth marketing strategy that has included so far:

  • Complete redesign of Wild Poppies BigCommerce website to a new industrial-minimalist style.
  • Upgrade to Stencil from the legacy Blueprint framework so that advancements from BigCommerce could be easily integrated into the new site including significant changes to product, cart and checkout features using their API.
BigCommerce Optimised Checkout for Wild Poppies
Customisable checkout stages within BigCommerce clarified inputs required from customers and avoided frequent checkout mistakes.
  • Ramping up of marketing automation and email marketing through BigCommerce integration with Klaviyo; allowing dynamic audience segmentation and more personalised communications.
  • Introduction of Wild Poppies Rewards; a Loyalty Programme through, seamlessly integrating into BigCommerce and Klaviyo.
  • Overhauling Google Ads campaigns from a previous provider, reducing average CPA from $33.40 to $16.11
  • Introducing Google Shopping under BigCommerce’s latest optimised feeds and commencing remarketing and dynamic search ads. 
  • Completing an extensive SEO audit and implementing all findings, including ongoing on-page and off-page optimisations, copy and content changes.
  • Launching and optimising numerous CPC ads including dynamic remarketing across Facebook.
Optimised checkout using a hosted droplet
Syncing Address lookup to a cloud database of post codes categorised by delivery parameters allowed us to automatically tell the customer when their order would arrive at the destination based on the time of the order placement.

The results

From a new website launch on 1 July 2018 we’ve already achieved over 15% increase in revenue compared to last year with no sign of that trend abating. With numerous powerful tactics, yet to be released, Wild Poppies want to raise the goal beyond our ambitious 20% revenue growth target!

Challenging Growth Marketing Targets

Phil Dossett

Digital Strategist

Phill Dossett is the strategy director at Grand, helping clients succeed by implementing clever digital tactics; including conversion optimised website development, advertising campaigns and marketing automation.