FEATURE7 September 2020

Taking root

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Europe Features Impact

Research prompted a change in how online flower company Bloom & Wild spoke to consumers in Germany and France. By Liam Kay

Bloom & Wild Maya V2_brown_lb

Whether it is for a special occasion or simply to brighten up a socially isolated household, people love receiving flowers – and, increasingly, they can be ordered online.

Bloom & Wild specialises in home flower deliveries and many of its products can be posted through standard UK letterboxes, meaning nobody has to sign for delivery. Seven years after launch, the UK start-up has expanded to Ireland, Germany and France, with the latter two countries providing a cultural challenge for its delivery model.

Unlike in the UK, letterboxes are not commonplace in France or Germany. Although Bloom & Wild also sells hand-tied flower arrangements, it has been a challenge to adapt its business model to be a viable alternative to traditional flower shops on the continent.

Insights have helped to shape the company’s response. Bloom & Wild worked with consumer research firm Attest to look at how to handle its international expansion and understand how the brand performs against competitors. It carried out a ...