Full Bloom: Digital Marketing Conversion (online and retail)

• 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 the phone numbers and driving directions 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 numbers 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 numbers or driving directions or purchase directly on the site once they have made up their mind.

• 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 interviewee should be ready to ask for clicks data. They must also figure out that they need the 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

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%

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

Just applying common sense, people generally spend more in-store than online. So apply the 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

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

An exceptional interviewee will go a step further and highlight the following:

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