Expert case by Adi

Full Bloom: Digital Marketing Conversion (online and retail)

Full Bloom: Digital Marketing Conversion (online and retail) Full Bloom: Digital Marketing Conversion (online and retail)
4.4 5 16
Rating:
4.4 (< 100 ratings)
800+
Times solved
Advanced
Difficulty
Rating

Problem Definition

Full Bloom is loved online florist based in UK. They have 5 experience retail stores around the country. They are a mid-sized company with 350 employees all based in UK and pride themselves on excellent customer experience.

Over the past year, Full Bloom invested £300,000 to revamp their digital marketing function in terms of putting in the right marketing technology, training people and removing inefficiencies from their end-to-end processes.

The Head of Marketing now wants to understand whether the investment is paying off and in particular the conversion of customers to revenue through online & retail channels.

Please analyse the case and data to provide the conversion revenue to the Head of Marketing.

Comments

  • This is an interviewer-led case that requires good structuring and quantitative analysis
  • For this case, assume people use Google for search and ignore other search options – Bing, Alexa, Siri, or word of mouth. Also ignore the possibility of people finding Full Bloom’s store while out for a walk or by looking at any other form of advertising
  • Ignore any segmentation by device type – desktop, mobile, iPad
  • Full Bloom doesn’t have any presence on FB, Instagram & Youtube
  • They offer online purchase option only on their own website and not on any other 3rd party site
  • In the online world, every interaction is a Click click on a website link, click to get phone number, click to get directions etc. Search to Click ratio is hardly 1:1 in real life i.e. not everyone searching for a florist will end up buying flowers as they bounce from site to site or don’t finish the purchase transaction

Short Solution

Solution

Paragraphs highlighted in green indicate diagrams or tables that shall be shared in the “Case exhibits” section.

Paragraphs highlighted in orange indicate hints for you on how to guide the interviewee through the case.

1. Customer Journey to reach Full Bloom’s stores and website

Just using common sense, if you are looking to buy flowers, what would you do?

  • General Search: search Google (e.g. best florist near me or Full Bloom reviews), read reviews, browse some sites and blogs and then end up getting a phone number or driving directions or click the website of the brand you chose. In non-specific brand searches, Full Bloom will show up in the search results alongside other florists- this is the idea of search engine optimization
  • Direct Website Click: if you know a particular florist well, you will either search for them specifically (e.g. Full Bloom reviews London) or go to their site directly on your browser

For the above two options, the customer journey will be as follows:

For General search, a potential customer could end up clicking on Full Bloom’s phone number or driving directions or land on their site. Some of the people who clicked on phone number and driving direction from Google search card will end up visiting the stores and some of those who visit the store will end up buying. Those who end up on Full Bloom’ website could browse and obtain phone number or driving directions for the stores or purchase directly on the site once they have made the decision

For Direct Website Clicks, potential customers who land this way could browse and obtain phone number or driving directions or purchase directly on the site once they have made up their mind.

Exceptional interviewee will highlight two things. If they miss, interviewer must prompt and help them.
  • A conversion rate is needed from clicks to retail visits to purchase and website clicks to purchase click to online purchase
  • Phone Call + Driving Direction clicks from both journeys can be combined and so can be Direct website clicks from both journeys

At this stage, the interviewer can share Exhibit 1 with the candidate.

2. Traffic (clicks) and conversion data for stages of the customer journey

At this stage, interviewee should be ready to ask for clicks data. They must also figure out that they need following conversion rates (%) to complete the journey:

Retail Conversion

  • Phone Call + Driving Direction Clicks to Store Visits
  • Store Visits to Purchase

Online Conversion

  • Direct website clicks to On-site Purchase clicks
  • On-site Purchase Clicks to Purchase

Once these metrics are identified, the interviewer can share Exhibit 2 with the candidate.

Here’s summary of conversation rates again:

Retail Conversion

  • Phone Call + Driving Direction Clicks to Store Visits = 70%
  • Store Visits to Purchase = 50%

Online Conversion

  • Direct website clicks to On-site Purchase clicks = 15%
  • On-site Purchase Clicks to Purchase= 90%

Interviewee should calculate Total number of Customers (Retail and Online) = Clicks X Conversation Rate

3. Estimation of average spend value per customer

We still need to find the revenue. The final step is to estimate how much per customer spends.

Interviewer can help if the interviewee is stuck.

Just applying common sense, people generally spend more in-store than online. So apply following average spend value per order per customer:

  1. Retail = £40
  2. On-line = £25

Interview now must calculate the Online and In-store Revenue:

Clicks X Conversation Rate X Average Spend Per Order

Exhibit 3 can be shared with the candidate to reveal the full solution and cross check the interviewee’s work.

We can see that the total revenue is slightly better than the investment, so it’s not all gloom and doom.

Exceptional interviewee will go a step further and highlight following:

  1. Do a comparison for previous years revenue i.e. prior to the investment programme and see the uplift
  2. Full Bloom can diversify and have presence on FB, Instagram and Youtube to increase discoverability and capture more customers
  3. Partner with 3rd paty sites for online orders to cast their net wide

Exhibits

Exhibit 1: Full Bloom Customer Journeys

Exhibit 2: Full Bloom 12 months Data

Exhibit 3: Full Bloom Solution

Do you have questions on this case? Ask our community!
800+
Times solved
Advanced
Difficulty
Do you have questions on this case? Ask our community!

Exhibits

Exhibit 1: Full Bloom Customer Journeys

Exhibit 2: Full Bloom 12 months Data

Exhibit 3: Full Bloom Solution