CASE STUDY

How luxury silk flower brand Blooming Good
prepared for future e-commerce growth with Eyk

The team went from scattered and unreliable data, to a solid server-side tracking setup and actionable insights that help them drive European growth

Customer

Blooming Good

Industry

Home & Living

E-commerce platform

Shopify

The Blooming Good story

When Dane ten Berge and Job Smits van Waesberghe started Blooming Good in 2023, they had spent about a year looking into potential growth markets that they also felt a personal passion for. That market, as it turned out, was the luxury silk flower market.

When they started, Dane and Job thought they would be able to compose the bouquets for Blooming Good themselves, but they quickly found out what a craft this is and teamed up with Arianne, who is now their lead florist.

Today, Blooming Good is already leading the Dutch market and has big ambitions to become the no.1 brand for sustainable, artificial flowers in Europe. The 1M in funding they raised from Effectus Capital – a fund backed by investors including Sander Schimmelpenninck and Jaap Reesema – is currently being used to further build the team, solidify operations and drive European growth.

Challenges

Previous server-side tracking solution was unclear in usage and with little to no support
‍Understanding the power of server-side tracking, Job had implemented a solution early-on. But he quickly learned that the usage of this tool was unclear for a non-technical user and that support was little to none, leaving Job with more questions than answers on his tracking.
Revenue attribution by the marketing channels was unreliable
‍As the Blooming Good team was increasing ad spend across channels, they found out that in-platform attribution does not add up to actual sales. This led to confusion about the incremental value added by ads, as well as a lack of overview over their marketing efficiency rate (MER).
The team and other stakeholders lacked one clear performance overview
‍With the team growing and investors stepping in, the amount of stakeholders to keep updated on performance increased. But as the complexity of the marketing mix grew, so did the complexity of reporting, leading to time consuming processes to keep everyone aligned.

The solution

By implementing Eyk, Job has now fixed server-side tracking & conversion api's in a reliable way with hands-on support.

Additionally, the team and stakeholders have a performance cockpit that brings together all relevant metrics in an interface everyone enjoys using daily.

The internal and external marketing specialists at Blooming Good now have actionable insights available to help them scale growth within acceptable margins.

Since working with Eyk, the team has decreased cost per acquisition (CPA) by optimising campaigns for first time buyers and encouraging returning purchases through e-mail, direct and organic channels. Job says: "By monitoring our marketing efficiency rate (MER), I have grown confidence in our marketing strategy and I have a clear metric to control marketing spend and return."

Also, Eyk has helped the team pinpoint the over attribution by Klaviyo and split that revenue across other channels, which has helped them increase e-mail campaign performance.

The future

Job, Dane and the team at Blooming Good have the ambition to become the leading luxury silk flower brand in the EU.

And with Eyk as their first-party tracking & analytics platform, they feel confident about scaling their marketing efforts to achieve their goals.

"I start every day by logging into Eyk to monitor our business performance and our weekly management meetings are built around the Eyk metrics" says Job.

He adds: "The new profit/margin feature will help us dig even deeper into ROI per ad, campaign and channel and I also look forward to seeing more and more AI search engine traffic come up in our attribution and experimenting with forecasting through Google's Gemini, which is way easier now that we have all our data stored and structured in BigQuery through Eyk."

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How luxury silk flower brand Blooming Good prepared for future e-commerce growth with Eyk