In an era of ‘on-demand marketing,’” BloomNation did what companies such as 1-800-Flowers.com and Teleflora didn’t, which is focus on the consumer expectations and demands. BloomNation heard the needs of local florists and disrupted the online floral industry.
In “The Coming Era of ‘On-Demand Marketing,” Peter Dahlstrom and David Edelman explain that consumer demands will rise in four areas:
- Now: Consumers will want to interact anywhere at any time.
- Can I: They will want to do truly new things as disparate kinds of information (from financial accounts to data on physical activity) are deployed more effectively in ways that create value for them.
- For me: They will expect all data stored about them to be targeted precisely to their needs or used to personalize what they experience.
- Simply: They will expect all interactions to be easy.
As a company, BloomNation executes each of these areas.
Shops such as Blue Water pay BloomNation a 10 percent fee for every sale. In exchange, BloomNation builds a store within its own website for each florist, dispatching a photographer to take pictures of sample arrangements. It also gives businesses tools to collect and analyze their sales data, including contact and order information for past customers.
BloomNation’s return on investment is far greater than companies such as 1-800-Flowers.com and Teleflora, who charge florists nearly double to process orders and do not share costumer information.
The “etsy for flowers” gives independent florists the ability to deliver more creative and personal flower arraignments and maintain their branding. With BloomNation, florists have the ability to market to the online consumers they couldn’t otherwise reach and hold their value with their loyal customers.
Since BloomNation is a scalable platform, I except to see BloomNation succeed globally. When the company breaks into the wedding and events planning market, I predict that they will also find success the same way Etsy has in these industries. BloomNation focuses on the needs of the retailers and the needs of the consumers the same way Etsy has.