Freddie's Flowers Marketing Case Study
Opinion

A Brand That Ticks (Almost) Every Box: Freddie’s Flowers

I think I just discovered my favourite brand. So naturally, I had to write about them. 

After being sent a free box from one of my friends (shoutout to Rebecca, you’re the best!) I was so excited to receive my bouquet in the post. I’d heard nothing but good things of Freddie’s Flowers – the UK flower subscription service – and I was hoping that the product lived up to their reputation.

TL;DR… It did. 

From end to end, the User Experience (UX) that’s married to this brand is simply impeccable. Their marketing is nearly perfect.

I’d discovered the brand only recently through word of mouth alone which is arguably the best kind of marketing. Then, I was sent a free box as a sample. Now today, I’m sat at my desk writing about the brand, simply because I’m so blown away by its quality.

Freddie’s Flowers ticks pretty much every box for me, and I’m about to tell you why.

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Freddie’s Flowers Subscription Service: A Modern Case Study Of A Near-Perfect Business

I’ll come on to why I believe that this brand is only nearly perfect in a little while. First, let me tell you all the fantastic things I found to be true about Freddie’s Flowers following my first-hand experience of going through the entire sales funnel to ultimately end up with a box on my doorstep this morning.

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What happiness looks like on a Wednesday morning…

Typically, the ‘sales funnel’ looks a little like this: Exposure, Discovery, Consideration, Conversion, Customer Relationship & Retention. I have so far been exposed to every step, and every single stage of the funnel has led me to the next, as it should. 

Exposure & Discovery – Branding 

Branding is key and content is king. You can have the best business in the world, but if you’re working with slapdash copy and an uninteresting brand then you’re going to really struggle to make people see just how great you are.

One of the first things you notice about a brand is the way that it looks, its tone of voice and it’s overall style – right down to the colour schemes that it uses. Coincidentally, this is also typically the thing that you’ll remember about the brand when they aren’t in your direct line of consciousness. For example, I’d only need to say “big yellow M” for you to subconsciously associate this with McDonald’s, or perhaps you’d only need to see the colour of a rich purple wrapper to know that it’s Cadbury’s.

Though only utilising black and white in their branding, Freddie’s Flowers have made it engaging all the same. Their font is hard to miss, and every inch of their product echos the same style. From the social media content, to the website, to the actual physical product that gets delivered to your doorstep: once you’re familiar with the brand, it’ll be hard to associate its trademark style with anything else. 

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Furthermore, the branding is very apt for the company’s market. Their artistic and eloquent packaging suits the flower delivery industry to a T. The product you receive is an Instagrammer’s dream: elegant flowers with charming notes that are beautifully designed. The branding alone is strong enough to make this rising business one to watch: but there’s plenty of other reasons why I think they’re one of the best brands I’ve ever come across in this modern age…

More Discovery & Consideration – Marketing & Social

Word of mouth remains to be one of the best marketing methods, you’d do well to change my mind.

Pretty much every market is saturated with competition nowadays, so you’re going to need several channels running concurrently to really be at the forefront of your target consumer. Word of mouth is without a doubt a prolific marketing tactic, if you can get people talking about you and your brand to their friends, family and peers – then you’re really on to a winner. 92% of people trust recommendations from friends and family over any other type of advertising – so that’s something you want to encourage if you can. 

Freddie’s Flowers, of course, are well on to this.

Encouraging consumers to share their arrangements (as if they’re not shareable enough already, without any incentives) on social media in return for the chance to be in with winning free flowers, the brand is effectively channelling word of mouth marketing without even trying too hard. Fortunately, the flower industry is one where W.O.M is easier encouraged than in other sectors. As a potential consumer, you want to make sure you’re getting the best deal for your flower deliveries – so you’re likely to ask others for their opinions and recommendations. Furthermore, the flowers are totally ‘Instagrammable’, so I think it’s fair to assume that most customers will be sharing their blooms on social media which in turn will reach a wider audience.

All of this is completely organic. 

I mentioned earlier that you need multiple marketing tactics on the go at any one time, right? Freddie’s Flowers seem to have this locked down too. Once I’d initially searched them following my friend’s recommendation – it took just a few days for them to be filling up my social media in the way of PPC. If I’d not have been incentivised with the free gift from my friend, I’d had likely succumbed to joining the flower subscription service anyway after the brand was in my thoughts a lot following consistent visibility on social media. 

Conversion & Customer Relationship – Consumer Experience

“Like a kid at Christmas” would be the only correct way to describe how I felt this morning when receiving my first Freddie’s Flowers box. This was only exasperated upon opening the package. It contained just about everything you can think of when it comes to flowers, including an activity sheet for your kids too (which I may very well be using if lockdown goes on for much longer).

Going much further than dropping flowers on your doorstep, the way that Freddie’s Flowers has created a perfect user experience is second to none. The flowers alone, I would say are enough to make anybody want to keep their subscription, but the added collectables, care tips and learning cards make your flower subscription service an invaluable investment.

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Already at a really competitive price without the added perks, I don’t think it’ll be long before Freddie’s Flowers manages to steal away quite a number of consumers from their competition, and consequently snap up a great deal of market share too.

Retention – Ethical Responsibility 

The pressure for brands to be ethical in this new decade is very, very high.

The last few years have been plagued with multiple environmental scares and subsequently, consumers ethical responsibility has increased and then some. 

In a recent study, it was found that over half of the population thinks that manufacturers and businesses are responsible for the future of the environment. What’s more, of the Gen Z and Millennials participants, 58% and 61% retrospectively said that they would pay more for a product knowing that it is eco-friendly. 

It would seem Freddie’s Flowers are well on to this. Their packaging contains lots of advice on how to recycle its various components, and even the brown paper packaging shouts: “environmentally friendly”.

You don’t need to example ethical responsibility in order to perform well as a business, but if you’re a start-up in particular, you certainly can’t go wrong with positioning yourself as an environmentally-friendly brand amongst an ever more conscious consumer base.

Retention – Competition

Freddie’s Flowers come up against the likes of more established brands such as Bloom and Wild, a company that has seen it’s brand keyword increase in searches by over 5000% in the last 90 days (which tells me that more people are wanting to deliver flowers, and they naturally gravitate to Bloom & Wild thanks to its impressive brand reputation).

Though the market is rather saturated, Freddie’s Flowers have being very clever in positioning themselves as one of the only UK flower subscription service brands.

They do offer a one-time-delivery option, but don’t pay that part of their business too much attention from what I can see. Which is smart. There’s no point channelling all your energy into a competitive strand of your business if you’re very new into the market. Instead, you need to find what’s unique about your business and capitalise on that.

This is something that, much like most other elements of their business, Freddie’s Flowers have done impeccably.

Retention – Timing 

And finally, I’m just adding this one into the mix as it’s another quirk of this business that I really like. Is it any coincidence that the flowers arrive periodically every Wednesday – also known as hump day (the most difficult day of the week)? I shouldn’t think so.

You can use an interactive calendar to decide when you do and don’t want Freddie’s Flowers deliveries. By default, your slots are automatically set to come every Wednesday.

Deliveries that come on either Monday or Wednesday, I believe, are much more likely to be better received. Your subconscious will associate the brand as being a ‘pick me up’ on these difficult days (I’m making a broad assumption here that most of us #HateMondays), and therefore you’ll naturally look forward to getting this product every week.

Subliminally, this makes the flower subscription all the harder to cancel.

Where They Could Do Better 

No brand is perfect, but this one comes very, very close. However, even with the biggest companies in the world, there is always a margin for improvement to some degree.

The only downfall of Freddie’s Flowers that I could spy? Their search visibility. 

More Exposure, Consideration & Retention – Search Visbility

Search interest for “flower delivery” is on the up. Searches on Google spiked – unsurprisingly – when the government started to enforce social distancing and latterly, lockdown rules (the peak at the end of the graph below).

We can’t see our friends and family right now, so what better a way to cheer them up than fresh flowers through their door? 

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Searches for “flower subscription UK” also rose by at least 100% over the past year, showing a slight but steady increase…

Unfortunately, Freddie’s Flowers ranks only position #32 for “flower delivery” (at time of writing) and for the keyword “flower subscription”, the site doesn’t rank organically at all. 

My first thought is that because this brand is relatively new (from what I can see), Google is finding it hard to pit them against longstanding competitors. However, the site does have a Domain Authority that just skims below 40, and with a beautiful UX on-page, I don’t doubt that it won’t be long before they start rising through the ranks of organic search presence too. 

Every brand is with its faults, but to be honest it’s hard for me to find many with Freddie’s Flowers. They are categorically my new favourite business, and I can’t wait to watch them inevitably rise through the ranks of the fresh flower industry in the years to come.

Flower delivery subscription service in the UK - Freddie's Flowers (and their marketing strateagies)

Let me know your thoughts on this prolific UK flower subscription brand, as always, on Twitter or in the comments below – I love hearing from you. 

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