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COMPANY PROFILE Bloom & Wild

RetailX

Bloom & Wild goes to great lengths to ensure the online customer experience works well for its users.

It suggests products for a range of occasions and provides phone and email details for its ‘customer delight’ team, alongside frequently asked questions. It flags up the option of choosing products that are ‘available soonest’ for fast deliveries – standard delivery is free – offers reviews, ratings and a choice of images and lets customers know how best to deal with 100% recyclable packaging.

While it doesn’t require customers to register to check out, it does encourage them to do so, offering, at the time of research, discount codes to those who save three dates to be reminded of. 

The London-based online florist was founded in 2013 by CEO Aron Gelbard with Ben Stanway to send flowers and plants through the post, many packed to allow them to be safely posted through the letterbox. Sales grew quickly during the Covid-19 pandemic and it now sells through a UK website as well as international sites serving France, Ireland, Austria and Germany. It reported EBITDA earnings of £1.2mn on turnover of £107.2mn in the year to March 2022. It is ranked Top150 in the Growth 1000 index. 

The Bloom & Wild website features an unusual approach to finding products, replacing the usually prominent search box with navigational filters to guide shoppers to what is available on any given day. Thus, shoppers can browse categories such as flowers, plants, gifts by delivery date – next-day or another nominated date – price, colour, occasion and more. This flexible approach makes sense in the context of a business that sells perishable, in-season items with an emphasis on sustainability and a responsible supply chain. 

The website features both net zero and sustainability reports. Subscriptions are available. Payment options include Apple Pay, Google Pay and PayPal. Visitors are encouraged to engage with the retailer through its blog, email, Instagram, Facebook or Twitter. Links to iOS and Android apps feature on its home page.

This company profile originally appears in the RetailX UK Growth 1000 (G1K) 2023 report. Download the full report which focus on the value that retailers add through the customer, product, operations and capital value chains. We illustrate our research with case studies that demonstrate the practical approaches that Growth 1000 retailers are taking to selling online and across channels. Throughout we illustrate findings with RetailX graphics and analysis.

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