Client Overview
A Fortune 100 national mass-market retailer with thousands of locations across the U.S. and a growing perishables and floral business seeking to compete more effectively through data-driven category management.
The Challenge
Understanding What Guests Really Want From Floral
The retailer's floral department was underperforming its potential — not because of a lack of product, but because of a lack of insight. The team had strong instincts but limited data on what was actually driving purchase decisions across a diverse and multi-generational customer base.
Younger shoppers were drawn in by trend and aesthetics. Older customers prioritized longevity and value. The challenge was designing an assortment strategy that could speak to both segments — and knowing with confidence which attributes to lead with.
The Approach
A Comprehensive Survey Powered by Fuel Cycle
The team deployed a structured survey through Fuel Cycle's platform to gather quantitative and attitudinal data from actual guests. The study focused on key attributes influencing floral purchases — spanning freshness, price, product type, arrangement style, gift packaging, and brand perception.
By targeting their existing customer community, the team gathered high-quality, contextually relevant responses that mapped directly back to real shopping behavior — not just stated preferences.
Key Insights
What the Data Revealed
The survey surfaced clear, actionable signals that both confirmed existing hypotheses and introduced new priorities the team hadn't previously considered.
Freshness Is #1
The most critical purchase driver across all segments. Vibrant, visibly fresh arrangements drove selection more than any other attribute.
Price Sensitivity Is Real
Guests valued fresh flowers at competitive price points — quality at accessible prices outperformed premium positioning.
Brand Matters Less
Brand recognition ranked lower than expected — product quality and presentation took precedence over brand name.
Customer Segmentation
🌸 Younger Shoppers
Sought floral offerings that reflect their personal style — on-trend arrangements, unique formats, and expressive aesthetics drove purchase intent.
🌼 Older Shoppers
Prioritized longevity and lasting appeal — longer-lasting blooms and classic arrangements resonated most strongly with this segment.
Results & Impact
Remarkable Outcomes, Measurable Growth
Armed with clear insight into guest preferences, the floral team realigned its assortment strategy, merchandising approach, and category expansion plans. The results were significant and fast-moving.
Conclusion
Data-Driven Decisions, Outstanding Results
By leveraging Fuel Cycle's survey platform, this retailer's floral team gained the confidence to make bold, insight-backed decisions — optimizing their assortment, refining their positioning, and dramatically improving sales performance across a category that had historically relied on intuition alone.
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