Overview.
With a desire to restore the sex appeal of flowers on the internet, Romain Raffard and Loïc Reperant founded Bergamotte in January 2016. The online florist quickly becomes a key e-commerce player for plants in France: each bouquet is an ephemeral work of art, creating unique moments to share every season. After 5 years of growth, Bergamotte joins the English player Bloom & Wild in 2021 to expand into the European market.
Challenge.
Bergamotte's twofold challenge was to share how plants and flowers look on their customers' premises, using authentic content to inspire visitors to their site, but also to explain in an educational way how flowers could be delivered within a few hours anywhere in France. In addition, Bergamotte wanted to share their expertise in video by delivering flower and plant care tips to reassure visitors. Bergamotte therefore set out to overcome these barriers to purchase, seeking to create an online floral experience as rich and emotional as that experienced in person.
Solutions.
Bergamotte has overcome its challenges by integrating JOIN into its customer journey. Each product page is now enriched with Web Stories, revealing the precise composition of the bouquets, the logistics behind fast delivery, care tips and UGC content from customers to show how the plants and flowers received look. This increased transparency reassured customers, encouraging conversion and the act of buying. In addition, the integration of a QR Code on a discovery card during unboxing offers personalized care advice. These dynamic Web Stories offer a unique customer journey, enhancing the shopping experience and differentiating Bergamotte in the online botanical market.
Results.
Web Stories integrated into product pages have propelled the add-to-cart rate and, in continuity, the conversion rate for plants and flowers. They achieved a 12% engagement rate, underlining their significant impact. 70% of Web Stories were viewed in their entirety, demonstrating the effectiveness of the visual strategy. They were therefore a real success, with an 80% completion rate, demonstrating the relevance of the content in helping customers move on to purchase. These tangible results have boosted customer confidence, leading to a significant increase in sales. The clear success of the Web Stories integration has enabled Bergamotte to consolidate its leading position in the French plant market.
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