Bloomon – the gorgeous flower subscription service DTC brands can learn from
Senior Research Executive
The simple, elegant and thoughtful DTC experience provided by Bloomon – a flower subscription service – impressed us when we tried it out recently. A great example of how to get DTC right, read on to see what direct-to-consumer brands can learn.
I’ve tended to shy away from flower delivery services in the past. My experience historically has been bargain basement quality flowers in generic & cliché styles that wilt after a few days and never look as good at home as they do on the website.
As with many of my shopping choices, leave it to Instagram to change my mind. Last year I noticed more and more gorgeous bouquets popping up on my feed, and so I branched out and got my first Bloomon delivery.
I won’t beat around the bush – I’m in love.
Bloomon’s bouquets bring the outdoors indoors with a bold and quirky contemporary scandi aesthetic. Breaking all the rules of traditional floristry, each stem in a bouquet is different; stems are different heights & colours, and foliage play a large part. In short, these flowers aren’t for shrinking violets.
Rather than selecting a specific bouquet, all bunches are specially curated by incredibly talented & artistic florists, and styles change weekly based on what’s in season. It’s impossible to get bored!
The clever team at Bloomon also identified that a common problem with flower delivery services was that how a bouquet looks is largely down to how they are arranged in a vase. So each bouquet comes with tips & tricks of how to arrange them, and the company runs (often sold out) flower arranging workshops across London.
DTC brands can learn from the many small details Bloomon gets right;
- Their website is beautiful, elegant, and ultimately easy to use
- The delivery cost is included in the overall price, removing a common pain point
- They tell you an exact delivery slot the flowers will arrive, so no waiting around
- If you’re not in to receive them they leave the flowers in a bucket of water – a thoughtful touch
- Every now and then you get a free gift included (see my free stem knife and tea-towel to help with arranging)