Testing a flower subscription service

What is shaping floral

Flowers are bought for occasions, gifting and decoration, through florists, gifting platforms and street vendors. Freshness and delivery reliability are everything.

• Gifting occasions drive demand peaks
• Online gifting platforms are growing
• Growers need better access to markets

A flower delivery start-up, working in Sydney, Melbourne & Auckland. Client identity is withheld to protect confidentiality.

Organisation

A flower delivery start-up

Sector

Floral

Team engaged

Market Research

Services

Consumer panel, Quantitative research, Landing page & CRO

The start-up had built a reliable flower delivery operation and believed that regular subscriptions could create steadier revenue than one-off gifts. Before investing in subscription software and supply contracts, the founders wanted evidence that households in Australia and New Zealand would actually subscribe, at what price and how often.

• Deliver on the brief: testing a flower subscription service.
• Understand the views, needs and behaviour of respondents.
• Produce results that can be compared across groups and locations.
• Give the client evidence it can act on within 5 weeks.

The work focused on 1,500 respondents.

• respondents1,500

Audiences we typically reach in floral

Gift buyersFloristsFlower growersEvent plannersCorporate gifting buyers

Coverage: Sydney, Melbourne & Auckland. Markets: Australia and New Zealand.

• Australia
• New Zealand

A structured quantitative design, so results could be compared across groups, locations and time.

1. 1Brief
2. 2Concept test
3. 3Landing page test
4. 4Insight

We surveyed flower buyers about how often they bought flowers for themselves, preferred styles and budgets, then tested several subscription concepts with different delivery frequencies and prices. Because stated intentions often overstate real behaviour, we also built simple landing pages for the two best concepts and measured how many visitors from targeted ads joined a waiting list.

Consumer panelQuantitative researchLanding page & CRO

respondents

1,500

• Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.

• The online survey was mobile-friendly and offered in respondents' languages.

• Digital fingerprinting and duplicate checks
• Attention, speed and straight-lining checks
• Review of open-ended answers
• Logic and range checks on the final data
• Work carried out under our ISO 20252 quality procedures

• Cross-tabulation by key groups and locations
• Significance testing on the differences that mattered
• Comparison of concepts, messages or products against each other

• Fortnightly deliveries at a moderate price, with the option to pause, performed best in both the survey and the landing page test.

Combining a survey with a real-world landing page test separated genuine demand from polite interest.

• Build on the core insight: combining a survey with a real-world landing page test separated genuine demand from polite interest.
• Focus effort where the evidence was strongest: fortnightly deliveries at a moderate price, with the option to pause, performed best in both the survey and the landing page test.
• Re-measure after the changes to confirm the effect.

• The start-up launched with that offer, and early sign-ups were in line with the test results, giving the founders confidence to secure grower contracts.

What changed in the business as a result of the work. Impact is described qualitatively.

• Insight report and management presentation
• Cleaned data file and data tables

• Repeat the measure after changes are in place to track progress.
• A natural follow-on question: which occasions drive flower purchases?