Brightening the workday with a new content solution
Before Contentful, Bloom & Wild Group’s marketing site was a string of hard-coded webpages and platforms. There was no unified place to store or access assets. Additionally, both publishing and editing content demanded technical prowess.
“We needed a platform that empowered people to easily deliver content to customers without developers being responsible for making all of the changes,” Acquisition and Discovery Engineering Manager Jamie-Lee McLeish said.
It chose Contentful to begin its journey toward a new content approach. First, teams migrated the company’s homepage to Contentful. The result was a dramatic increase in publishing speed and much-needed flexibility to meet changing market conditions.
“Our content changes quite a bit,” Acquisition and Discovery Lead Syed Kazmi said. “You can see the homepage changing from day to day, depending on sales. If there’s a favorite for customers, we want to put it in front of their eyes because we know they love it. So we have to change things very quickly.”
Just as important, the Contentful Composable Content Platform® changed the way the Bloom & Wild Group’s teams work together, extending those that can make adjustments directly, empowering marketing and sales teams to make changes at the speed of business.
Migrating to Contentful also allowed Bloom & Wild Group to create event-specific experiences for customers, making recommendations based on previous purchases and communicated preferences. For example, customers who bought flowers around Mother’s Day receive related, holiday-specific content and offers. In contrast, those who have opted out of Mother’s Day-related messages are shown completely different content.
“We only want to put content in front of the customer that they want to see,” Kazmi said. “By asking our customers if they want to see occasion-specific content they can choose to opt-out, and based on their request we are able to adapt the site completely. This is great for potentially sensitive occasions like, for example, Mother’s or Father’s Day.”