ProFlowers.com Comes Up Smellin’ Like Roses
Written by Dillon McGovern (contact - e-mail) -- February 25th, 2009 |
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The days leading up to Valentine’s Day are some of the busiest for online floral retailers (only Mother’s Day is busier). Big money is required to remain competitive in this market. Both 1800-Flowers.com and ProFlowers.com appeared on the homepage of Yahoo! the week prior to Valentine’s Day and Teleflora.com aired a TV spot during the Super Bowl. In the weeks leading up to Valentine’s Day, each of the top four online floral retailers (1800-Flowers.com, FTD.com, ProFlowers.com, and Teleflora.com) saw a major increase in traffic. ProFlowers.com claimed the biggest spike in weekly visitors, increasing 423% in the first two weeks of February.
When looking at Share of Voice (the percent of visits within the competitive set) over the first two weeks of February, FTD.com and ProFlowers.com stand tall with 40% and 30% of visits, respectively. However, when also considering the Share of Wallet (the percent of purchases made within the competitive set) over the same timeframe, ProFlowers.com clearly separates itself. They accounted for 54% of all the purchases made at one of these four retailers.
In fact, ProFlowers.com led the field in two key metrics: bounce rate and conversion rate. The lowest bounce rate (percentage of visits that result in the visitor immediately leaving the site) and the highest conversion rate both belonged to ProFlowers.com by a comfortable margin. It appears that ProFlowers.com was much more effective at driving quality traffic to their site, as their shoppers were engaged and more likely to make a purchase.
Today’s economic climate is certainly not news to anyone. As consumers tightened their sweetheart budgets, the leading online florists pulled out all stops to gain market share (one going so far as advertising during the Super Bowl). In 2009, ProFlowers.com clearly outperformed its top rivals by having more online transactions than their top three competitors combined. For rival florists, understanding what tactics have helped ProFlowers.com succeed online will be critical to their efforts to regain lost market share as they gear up for another battle come Mother’s Day.
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February 25th, 2009 at 2:46 pm
ProFlowers was all over targeted broadcast media (cable, radio) with easily remembered discount keycodes by media (CNBC for CNBC) and easy to convey / execute instructions for using them. Very slick use of offline to drive online, flawless execution of the linkage!
February 26th, 2009 at 8:35 am
This big a difference between Proflowers and the others can likely only be due to technical reasons like page loading time, or trageting visitors based on their location, or something like that.
March 2nd, 2009 at 2:52 pm
I personally use ProFlowers, they are good sending me updates to my inbox on sales during occasions when I last purchased flowers with them. Their rates are cheap too.
April 8th, 2009 at 3:26 pm
tahk,s very nıce web page
April 8th, 2009 at 3:28 pm
very nıce web page :)
April 10th, 2009 at 5:30 pm
nice job
April 10th, 2009 at 5:31 pm
very helpful.
April 20th, 2009 at 5:17 pm
good job very nice blog THANKS
May 7th, 2009 at 9:46 am
I ordered “fresh” roses to be deliveres to MOM for Mother’s Day. Be aware:
#1. If I had wanted them delivered in a box (via UPS with the vase seperate for Mom to “arrange herself” at her job and “just add water”), I would have purchaed elsewhere and brought them to her myself.
#2. Since when did UPS or FedEx start using “refrigerated” trucks to deliver “fresh” flowers??……They don’t. If I had known they would have been in a box in the back of a HOT truck in Houston, TX, I wouldn’t have given them my money.
#3. You are required to give all credit card/billing information before getting the total amount due. After selecting the rose “special” (advertised from internet to radio to TV) for $19.99, upon “checkout”, this company still charges the “regular” price of $29.99 no matter what. NICE flagrant bait and switch!!!
Next time I’ll be sure to stick with my local florist for all my future floral needs. For the amount of $$$ we pay for fresh-cut flowers, taking the time to make a phone call to your local florist will result in a more personal, FRESH, flower delivery for my Mom, wife, girlfriend, etc.
Thanks but NO THANKS to a “get-rich” on-line flower supplier.
May 19th, 2009 at 12:45 pm
hi, msj 5 wonderful blog 5 share
June 19th, 2009 at 11:41 pm
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http://www.flowersofchina.com
August 20th, 2009 at 11:23 pm
Your article was very well written, I am very like it, I wish you
happy every day!
August 26th, 2009 at 6:32 am
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September 22nd, 2009 at 10:44 pm
It seems that every day we hear different news about the economy in terms of a turn towards recovery.
October 18th, 2009 at 9:56 pm
I’m certain the economy is doing just fine. We had a little hiccup for a while and everything is coming back.