The client wanted a new site that facilitated a journey to showcase their product, luxury flowers, in a way that maximized creative visuals and delighted their clientele. They were already using Drupal, an open source web content management platform, which they wanted to retain, with minimal disruption through the build process. Rather than using a commerce framework that limited them to using “run of the mill” templates, Greenlight felt they could use a microservices solution that meant there’d be no limitations of the customer journey and that commerce transactions could “weave” seamlessly throughout the customer experience. For Greenlight there was only one choice, Moltin.
This was down to three major factors:
- Moltin’s ability to flex and be molded into the look, feel and structure of an existing brochureware site.
- The ability to plug into that site due to its API led nature.
- Maison de Fleurs has a smaller range of SKUs and less volume of transactions than enterprise level sites meaning easy implementation.
This allowed Greenlight to quickly deliver a highly aesthetic experience that they call “Creative-driven Commerce” where the experience is the focus of the journey and is not restricted by the constraints of out-of-the-box transactional templates.
They used their Data Management Platform (DMP) to better understand the Maison de Fleurs audience. The DMP gathers first-party site visitor data (e.g. on-site search, CRM data, visited pages), and overlays it with third-party data (e.g. behavioral data, interested, demographics). Greenlight’s experts then analyzed this data to give insights into Maison de Fleurs’ customers. Insights include socio-demographics, online behaviors and first-party affinities).
Greenlight knew that their customers were likely to be from Russia, China or the Middle East and have English as their second language so it was important to make sure copy was plain and easily digestible, whilst embodying the desirability of the brand.
They used these insights to create work that spoke clearly and consistently to the people Maison de Fleurs need to reach.
- Delivered significant business growth for the company
- On track to achieve ROI by end of first year
- Organic data has improved 383% since site became transactional in September 2017
- Overall activity has increased 1027.84%
Greenlight continues to help Maison de Fleurs with technical support to further develop the website. They also help produce content for new product launches, which includes the editing of any new product photos and copy.
There are plans in the pipeline to launch a blog to provide opportunities to create highly engaging and visual content to further appeal to potential and existing customers, as well as to optimise the site for SEO.