Freddie’s Flowers:
Creative & Cost Savings
Freddie’s Flowers is a well established subscription flower company in the UK. I was responsible for testing the US market opportunity. I owned floral design, creative, and merchandise planning for the US.
My Role
Creative Lead and Merchandise Planner
Responsible for
Floral design, In-House Art Direction, Quality Control, Vendor Relationships, Cost Negotiation
Team
Collaborated directly with Freddie, founder based in the UK and the Data Team
Business Objective
With a successful business model operating in the UK, Freddie’s Flowers wanted to test the market opportunity in the US.
Project Goals
I was hired to own the US floral design, creative production, and buying.
Maintain the brand look and feel of the Freddie’s Flowers in the US with limited budget.
Execute strategy, design, and forecasting for weekly subscriptions, resulting in:
increased sales
decreased QC issues (to increase CSAT)
Product Development
& Art Direction
I started with product development. Designing for the Fall 2022 collection. I drafted a mood board, color stories, and a design proposal that came in under budget (average cost per arrangement).
Next, I produced a set to re-create the Freddie’s look and feel without any significant budget. I found assorted wood crates on craigslist for $35 from a Hollywood set designer & other interesting textures out in a dumpster at a construction site. I hand-cut the Freddie’s logo and spray painted it onto the set.
The creative I shot for the US Fall 2022 collection were used in US paid ads. They outperformed the UK creative and was cycled into the UK ad set.
Full creative deck can be Viewed Here
QC Reporting & CSAT
I worked with our data team to establish QC reporting practices in Looker. After standardizing our Error Types, I realized over half had to do with issues related to the Flowers. I analyzed the specific complaints & traveled to our packaging facility to oversee the operation. After working with the packaging team and correcting for the most common errors, we saw an 83% reduction in customer reported errors relating to Flowers and a subsequent increase in CSAT.
Margin Planner
I improved margins by a weekly average of 33% through supplier price vetting and competitive research, while maintaining a high quality product.
I developed a Margin Planner workbook tool that was also adopted by 300+ employees in the UK to streamline ops and increase profitability.
The Margin Planner can be Viewed Here
Impact
Business Goal
Unfortunately Freddie’s flowers did not see the total revenue they were forecasting and pulled out of the US Market.
Project Results
I produced creative for US paid ads that outperformed the UK creative and was cycled into their seasonal ad set.
I improved margins by a weekly average of 33% through supplier price vetting and competitive research, while maintaining a high quality product.
I developed a Margin Planner workbook tool that was also adopted by 300+ employees in the UK to streamline ops and increase profitability.
I established QC reporting practices in Looker, resulting in an 83% reduction in customer reported errors relating to flowers.