FLOWERBX, a luxury floral delivery service, had a vision to enhance their subscriptions offering and deliver a more seamless customer experience. With a legacy bespoke subscription module that had become overly complex and rigid, FLOWERBX was struggling with operational inefficiencies, limited flexibility and customer dissatisfaction. They partnered with objectsource to implement Ordergroove, a subscription management solution that would align with their business needs and customer expectations.
Challenge
FLOWERBX faced several significant challenges:
- Operational complexity – Their outdated subscription module made it difficult to manage or scale subscriptions effectively. Updates were prone to breaking the system, and any technical changes required costly and time-consuming development work.
- Limited customer autonomy – Customers had no ability to manage their subscriptions independently, relying on customer service for simple tasks such as pausing or cancelling orders.
- Poor reporting and visibility – The lack of accurate, reliable data hindered decision-making and tracking of subscription performance.
- Marketing constraints – Promoting subscriptions on the website was limited due to inflexibility in linking and updating content.
- Payment issues – Managing failed payments was cumbersome, with no easy way for customers to update their payment details.
Solution
objectsource implemented Ordergroove, transforming FLOWERBX’s subscription offering through:
- Self-service capabilities – Enabling customers to manage their subscriptions independently, reducing reliance on customer service.
- Improved UX – Creating a seamless and user-friendly experience for both personal and gifting subscriptions.
- Operational streamlining – Simplifying subscription management and stabilising the e-commerce platform by removing the bespoke module.
- Enhanced data visibility – Providing actionable insights into customer behaviour and subscription trends.
- Flexible integration – Leveraging Ordergroove’s integration with FLOWERBX’s existing Adobe Commerce platform to ensure smooth operations.
Results
The implementation of Ordergroove delivered measurable benefits:
- Increased page visibility – Subscription page views increased by 52% in the first two months. This was achieved by embedding the subscription option across multiple areas of the site, ensuring customers encountered it naturally during their browsing journey.
- Boost in engagement – There was a 58% increase in customers exploring and starting their subscription journey.
- Reduction in customer service workload – Early data indicates a substantial 38% decline in subscription-related service enquiries.
- Improved platform stability – Removing the legacy module reduced system errors and simplified site maintenance.
- Better cancellation insights – FLOWERBX gained valuable data on customer cancellations, enabling them to understand trends and improve retention strategies.
- Potential drop in failed payments – By allowing customers to update their payment details independently, failed payments may be reduced. This is a key area FLOWERBX is actively analysing.
Future
FLOWERBX is only in the early stages of their subscription transformation. In the next phases, they plan to:
- Experiment with advanced personalisation and cross-selling features.
- Utilise CRM tools, for example Klaviyo, to further understand and engage with subscription customers.
- Launch marketing initiatives to acquire new subscribers and upsell to existing ones.
- Measure long-term customer lifetime value under the new flexible, rolling subscription model.
Testimonials
“Since introducing Ordergroove, we’ve seen incredible growth in engagement with our subscriptions – page views jumped by 52%, and customer journeys are much smoother. For me, the flexibility to promote subscriptions across the site is a major win, as it ensures our customers can see it wherever they navigate. The ability for customers to manage their own subscriptions has also been transformative for us. objectsource, particularly Rebecca, guided us through this process with such expertise and efficiency – it felt like they were part of our team.”
Jessica Kirk, Head of E-Commerce, FLOWERBX
“Moving to Ordergroove has significantly improved our financial and operational performance. By replacing our legacy subscription module, we’ve enhanced our e-commerce platform’s stability. This has streamlined our operations and improved our ability to track cancellations and identify retention trends. Additionally, we anticipate a reduction in failed payments as customers can now easily update their payment methods. objectsource’s partnership has been crucial in realising these benefits and positioning our subscription business for sustained growth.”
Kat Dear, Finance Director, FLOWERBX
Reach out today for a no-obligation chat about how our unique approach can transform your business growth strategy.
Did you know objectsource is an Ordergroove Premier Partner? This distinction is given to elite e-commerce agencies with expert knowledge of Ordergroove’s subscription technology and a proven record of helping merchants grow recurring revenue through one-of-a-kind subscriber experiences. Read more here.
