The Challenge & Solution
Greenfield Florists sees predictable traffic spikes around Valentine’s and Mother’s Day, but how do you keep customers coming back after the flowers fade?
This analysis revealed that promo-driven buyers were more than twice as likely to return for a second purchase. More importantly, it uncovered that a small group of customers placed three or more orders per year, driving a disproportionate share of total revenue.
RFM-style segmentation was used to highlight these high-value cohorts, and seasonal breakdowns to find when and how campaigns should reinforce behaviour. Summer, it turns out, is an overlooked opportunity, customers who responded to post-holiday emails were more likely to re-engage mid-year.
By rethinking promotional timing and segment focus, Greenfield Florists can transform seasonal spikes into long-term loyalty.
Impactful Findings
- Promo users are over 2x more likely to become repeat customers
- Valentine’s and Mother’s Day remain dominant revenue drivers, but summer re-engagement is growing
- High-frequency customers (3+ orders/year) drive 60% of total revenue
What I Suggest Next to Unlock Value
- Boost summer promo campaigns for returning buyers
- Launch loyalty tiering to retain high-value segments
- Use SMS and Email as follow-up channels post-holiday spikes