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Ruby Rose Flower Studio

Case Study

How Ruby Rose is changing the game with Subscription Deliveries

Ruby Rose’s monthly orders had increased by 300%.

Ruby Rose Flower Studio is a team of qualified, experienced florists based in Parnell Auckland that focuses on providing environmentally friendly & affordable flowers throughout the Auckland market.

Ruby Rose’s founder, Chloe, approached Zyber as she was looking to revamp their website to better reflect their brand and look for ways to increase their presence in the ecommerce space. She also wanted a customisable website, that allowed her to promote special deals and new products on her website with ease, as well as create special collections of her products for key dates such as Valentines & Mothers Day.

Before Zyber, the Ruby Rose website lacked in functionality and was being run on an ecommerce platform that was primarily used for selling clothes. It wasn’t able to adapt to the unique complexities that come with selling flowers online. Ordering flowers on the website was also a tedious & confusing experience for customers, resulting in a high number of abandoned carts from customers who would give up during the checkout stage.

Before Zyber, the Ruby Rose website lacked in functionality and was being run on an ecommerce platform that was primarily used for selling clothes. It wasn’t able to adapt to the unique complexities that come with selling flowers online. Ordering flowers on the website was also a tedious & confusing experience for customers, resulting in a high number of abandoned carts from customers who would give up during the checkout stage.

A key area that Chloe & Zyber noticed early on was an opportunity of a subscription business model integrated into the website, that allowed regular customers to have flowers sent to them on a weekly & monthly basis.

What we did

Early on it became obvious that Shopify would be the best ecommerce platform for Ruby Rose, as it allows for a large amount of customization and integrates with apps that were specific to Ruby Rose’s needs.

We created a modern & clean website with a key focus on User experience, making it easy to browse Ruby Rose’s range of flowers, and a seamless experience to purchase a product online.

During the discovery meeting, Zyber mentioned that an ideal functionality for her customers would be to send flowers on specific days such as birthdays & Anniversaries. To accommodate this, we created a custom add to cart process that lets customers choose the date that they want the flowers to be sent on.

By using apps that integrated with the Shopify platform, we were able to set up & create a customized subscription offer to her most regular customers. The subscription offer allows customers to choose how often they want flowers delivered, what day they want the flowers delivered, as well as a user friendly platform that allows users to change their subscription orders on-the-go. 

 

The Results

To put it in florist terms, the new Ruby Rose website blossomed. There was an immediate decrease in the site’s bounce rate (down 58%), users were spending a longer time on the site (180% longer), and the conversion rate has tripled.

The integration of Shopify with their store POS has shaved hours of manual labour that Chloe and the staff had to do manually everyday, in regards to updating price, adding new products in the POS and on the website, clients details and more. The additional post purchase upsell offers & related products on the site increased Ruby Rose’s average order value by 33% and after six months, Ruby Rose’s monthly orders had increased by 300%.

The new subscription offer integrated into the website is now a key part of Ruby Rose’s business model, and has attracted a number of new corporate clients, looking to have weekly flowers in their offices.

We wish Chloe & the team at Ruby Rose all the best going forward! It is a delight to work with them on a constant basis!