Q&A Mairead Masterson, Director of Business Intelligence and Analytics, Bloom and Wild – 365 RETAIL


Mairead Masterson, Director of Business Intelligence & Analytics at Bloom & Wild online florist will speak at [email protected]+UCX at ExCeL, London on Wednesday 12 October as part of a panel session on Create personalized experiences for each customer using data and information.

In this interview, Mairead shares how Bloom & Wild has put this approach into practice.

Mairead Masterson, Director of Business Intelligence & Analytics at Bloom & Wild Online Florist

How has Bloom & Wild made the most of data to personalize the customer experience and marketing?

– Commercial –

Bloom & Wild tries to use the data whenever we believe there is an opportunity to improve our customers’ full lifecycle experience.

Our data science team personalizes the products shown to customers when they come to the site to ensure customers see the products we think are most relevant to them. Customers want a frictionless customer experience, and we’re constantly optimizing different parts of our web and app experiences to ensure this need is met.

Our Customer Delight team uses data during key customer moments. We can track orders across delivery networks and can take proactive corrective action. For example, on Mother’s Day, we can tell if a customer’s bouquet is likely to arrive on time. If we know it is not, we send a second bouquet through a fast delivery network. This means that these clients can often end up with two bouquets, which is a nice surprise and means that late flowers don’t spoil the big day.

How long has Bloom & Wild been taking this approach?

Bloom & Wild has tried to use data to personalize our customers’ experience from day one. This has helped us build strong relationships with our clients over the years with a high repeat rate. We continually challenge ourselves to aim for super high NPS and customer satisfaction, so this has stayed at the forefront.

Has your approach changed and adapted in that time?

Definitely. As the business grows, we are continually looking for new ways to ensure that we meet our customers’ needs. With new marketing channels, logistical complexity, and product lines, we’ve had to think big. For example, how can you scale this analytical approach to different market needs or product lines? How can you reach a broader set of stakeholders? How can we scale and automate the basics?

What data sources do you collect and analyze to achieve this?

Our goal is to consolidate our vision of customers. We gather anonymous data from multiple sources and try to identify significant trends within it. This can range from marketing spend, on-site behavior, order data, warehouse data, and logistics data from our partners. We have migrated to Snowflake and DBT in the last 12 months and this has been a game changer for us in terms of what we can do here.

How do you analyze the data?

We start with the problem or the commercial action that we want to carry out. This keeps us focused on not getting lost in the details, ensuring that whatever we do can be taken and used by the business. As a team, we are not the decision makers, but it is key for us to be strong business partners to provide decision makers with the resources and insights they need to maximize the effectiveness of their role. Our goal is for all recommendations to be actionable, if they are not, then we should challenge ourselves to ask why we are bringing the information to the surface.

What are the problems you have had to overcome or take into consideration, if any?

As the business grows, it is important that we remain aware of and involved in the decision-making process. We acquired two other brands and this brought its own set of challenges. How are definitions standardized? How are decisions made? How do stakeholders use the data? These were some of the many questions we had to ask ourselves to ensure that key decisions are informed by data in this new world and I am delighted that we have managed to get to a place where we speak a common language about data and why. It is important.

How successful has it been and what can you say about your future plans for this approach?

I have been fortunate to be on a leadership team that truly cares about using data and ensuring that customers are at the center of our decision making. We’ve recently expanded our tools, which has unlocked tons of automation, freeing up analysts to work on deeper insight projects and discovery pieces. As the company becomes more focused on becoming Net Zero, we will put more effort into working on new data sources/issues that give us better visibility into this key area.

IRX @ DTX+UCX will take place on October 12-13 at ExCeL London. Sign up free – here.


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