Since her first foray into direct marketing, Kelly’s approach has taken a digital turn. The company established itself on an e-commerce platform and Edible Blooms also became an early adopter of cloud technology.
“The type of product we sell are products people tend to order last minute,” says Kelly.
“Seventy per cent, possibly more, are usually purchased for the same day or next day. So e-commerce is the best platform for us.”
Using the platform to run her business, Kelly can manage all aspects of the business – from inventory to sales to shipping – from one dashboard. And for her, it’s an efficient solution.
“We have had a cost saving in overhead costs, but also an increase in sales with the online platform – it essentially delivered to the bottom line in two places.”
Connecting with tech
The ability to gather consensual data on customers through their website, newsletter and social media analytics means Edible Blooms can utilise creative approaches for talking to their customers.
With over 125,000 people on their mailing list, email communications have a big impact. By using customer data, Edible Blooms can develop their email campaigns to focus on occasion dates such as birthdays and special occasions. Targeting and activating customers in a tailored and personalised way means there’s limited wastage when it comes to their marketing spend and a better customer experience.
“We are really working on our customer database and are trying to create a complex customer experience,” she explains.
The company’s expansive customer database also allows them to forecast how the business will behave, and therefore what to prepare for.
“We can predict our daily sales based on trends. We compare the calendar week from this year to last year and I can track how much growth we’re expecting to have. This means we can predict staffing and stock levels much more accurately.”