Luxury subscriptions blossom for FLOWERBX with 58% higher engagement since upgrading to Ordergroove

FLOWERBX is in the business of delivering best-in-show florals to the front doorsteps of flower lovers across the globe from London to Manhattan. 

Known for providing a simple yet premium customer experience, UK-based FLOWERBX launched their initial subscription offering in hopes of making their luxury floral delivery service even more seamless. However, they quickly found that their homegrown subscription solution not only created friction for subscribers, but came with operational complexities for their Adobe Commerce platform that made it difficult to scale or iterate on their offering.  

From endless support tickets about subscription order management to limitations when it came to promoting subscription offers on-site — plus extensive internal development resources needed to make any technical change to their offering — there was a clear throughline in the challenges FLOWERBX faced with their subscriptions: 

Their homegrown technology was too rigid to deliver a luxury subscriber experience.

To satisfy their customers at scale, FLOWERBX would have to upgrade to a more flexible subscription solution.  

Switching to Ordergroove with expert support from a Premier Partner agency 

To streamline their search for a new provider, FLOWERBX enlisted expert agency support from objectsource to ensure their next subscription solution could deliver the core capabilities they needed to overcome the legacy challenges of their homegrown tech:

• Flexibility to unlock unbridled innovation and scale up subscriptions, without costly and time-consuming development work or the risk of breaking their entire website
• A frictionless subscription management experience to make it easy for customers to independently pause and adjust their orders
• Access to accurate, real-time subscription performance data to fuel better business decisions 
• Marketing and promotional capabilities to easily highlight subscription offers throughout the shopping journey 
• And last but not least, better solutions for managing failed payments 

As an Ordergroove Premier Partner agency, objectsource knew that Ordergroove could deliver everything FLOWERBX needed to transform their subscriber experience. 

“objectsource guided us through this process with such expertise and efficiency,” said Jessica Kirk, Head of eCommerce at FLOWERBX on the experience of working with an Ordergroove Premier Partner agency. “It felt like they were part of our team.” 

With objectsources’ hands-on implementation support, FLOWERBX completed their migration to Ordergroove — and so began their next phase of growth.  

“Our partnership with objectsource has been crucial in realising all of Ordergroove’s benefits,” added Kat Dear, Finance Director at FLOWERBX added. “And of course, positioning our subscription business for sustained growth.”

Flexibility for subscription innovations and promotions tailored for luxury shoppers

Eager to establish a competitive edge and go beyond the basics of a simple subscribe and save offer, FLOWERBX made the most of Ordergroove’s Rotating Clubs functionality to revamp their offering with three unique subscriber experiences, each designed to deliver peak novelty with a different floral curation in each shipment.

With their Signature Subscription offering a rotating selection of customer favorites, their Seasonal Subscription featuring best-in-bloom varieties, and their Prestige Subscription delivering the most luxury-grade selection, FLOWERBX has a subscription tier to delight even the most discerning flower-lover — whether they’re seeking out a subscription for themselves, or to give as a gift.

Luxury shoppers are known to have high expectations, and Ordergroove’s flexible technology empowered FLOWERBX to exceed them with market-leading innovations and bring their offering to the forefront of the online shopping experience to capture more attention from new subscribers.

Within two months of relaunching their subscriber experience with Ordergroove and embedding promotions throughout their website, FLOWERBX saw a 58% increase in engagement with their subscription offer.  

“Since introducing Ordergroove, we’ve seen incredible growth in engagement with our subscriptions – page views jumped by 52%, and customer journeys are much smoother,” Jessica said. “For me, the flexibility to promote subscriptions across the site is a major win, as it ensures our customers can see it wherever they navigate.”

A premium subscriber experience, from personal order management to gifting

For FLOWERBX, more subscription engagement would have meant more support tickets for the customer service team with their homegrown solution. But those tickets are already becoming a thing of the past thanks to Ordergroove’s intuitive subscription management dashboard and smooth UX across personal and giftable subscription offers. 

“The ability for customers to manage their own subscriptions has also been transformative for us,” Jessica said.

Giving subscribers the ability to independently manage their orders is already having an outsized impact for FLOWERBX with a 38% decline in subscription-related support tickets — and they’re looking forward to reaping the benefits of making it easier for subscribers to update their payment methods over time.

“We also anticipate a reduction in failed payments as customers can now easily update their payment methods,” Kat said.

Operational improvements unlock better subscription performance at scale

While their homegrown subscription technology lacked seamless integrations with the rest of their eCommerce tech stack — which compromised platform stability and led to downtime that cost them valuable subscriber data — upgrading to Ordergroove set off a chain of operational improvements that improved FLOWERBX’s subscription performance and put them into a position to scale. 

Thanks to Ordergroove’s flexible integration with their Adobe Commerce platform, FLOWERBX can continue to innovate on their subscription offering and perform regular site maintenance without risking platform stability or compromising their subscriber data. 

“Moving to Ordergroove has significantly improved our financial and operational performance,” Kat said. “By replacing our legacy subscription module, we’ve enhanced our eCommerce platform’s stability. This has streamlined our operations and improved our ability to track cancellations and identify retention trends.”

Flexible subscription technology plants the seed for limitless growth

Switching to Ordergroove planted the seed for FLOWERBX’S limitless growth — but they’re still only in the early stages of their subscription transformation. 

From experimenting with advanced personalization and cross-selling offers to integrating their subscriptions with Klaviyo for deeper insights, FLOWERBX has big plans as they move into the next phase of their growth.  

With expert agency support from objectsource and a subscription solution that’s committed to supporting the world’s top brands with technology that grows alongside them and their subscribers, it’s safe to say that FLOWERBX is on track to not only exceed subscriber expectations — but set a whole new bar in the luxury subscription space.