Flower to the People

With more than 230 stores, Blume 2000 is the largest chain store operator and also the most successful e-commerce provider for flowers, plants and gifts in Germany. For sustainable growth, the digital and store business were recently merged to leverage synergies, grow internationally across channels, and develop a 360-degree customer experience. In addition to greater customer centricity, an essential part of the digital development is the strategic expansion of the product range. This involves opening up to a marketplace in order to scale new assortments. The primary use case for sending flowers as gifts will thus be fundamentally expanded to include orders for personal use with new categories in the areas of plants and home articles. To better communicate the brand, the emotionality of the buying experience will be enhanced and the design aesthetic will be revised. In order to be attractive, consistent and recognizable to the main target group, the style guide and corporate design were completely renewed, the delivery experience was optimized and complemented by the introduction of new content formats. By building an internal product design / UX team, structures and processes were created to continuously focus on customer value, monitor KPI's, create consistent designs, build design expertise in the organization and much more.

With more than 230 stores, Blume 2000 is the largest chain store operator and also the most successful e-commerce provider for flowers, plants and gifts in Germany. For sustainable growth, the digital and store business were recently merged to leverage synergies, grow internationally across channels, and develop a 360-degree customer experience. In addition to greater customer centricity, an essential part of the digital development is the strategic expansion of the product range. This involves opening up to a marketplace in order to scale new assortments. The primary use case for sending flowers as gifts will thus be fundamentally expanded to include orders for personal use with new categories in the areas of plants and home articles. To better communicate the brand, the emotionality of the buying experience will be enhanced and the design aesthetic will be revised. In order to be attractive, consistent and recognizable to the main target group, the style guide and corporate design were completely renewed, the delivery experience was optimized and complemented by the introduction of new content formats. By building an internal product design / UX team, structures and processes were created to continuously focus on customer value, monitor KPI's, create consistent designs, build design expertise in the organization and much more.