Giuliana Flores is expanding the Giu Club, a subscription system that offers a flowery and immersive experience to customers, with plant kits and exclusive items. Previously available only to residents of the city of São Paulo, starting in October 2024, the service will be expanded to also serve the cities of São Caetano do Sul, São Bernardo do Campo, Santo André, Mauá, Guarulhos, Osasco, Barueri, Diadema, Carapicuíba, Santana de Parnaíba, Pirapora do Bom Jesus, Itapevi, Cotia, Taboão da Serra, São José dos Campos, Sorocaba, Mairinque, Jandira, Itapecerica da Serra, Cajamar, Campinas, and Jundiaí. The project, which has already become a company trademark, has grown by over 200% this year. The cities were selected based on demand and ensuring a safe delivery time for the flowers to arrive fresh to customers.
The kit includes selected species according to the mood of the month, an exclusive pot personalized with the club logo, scented sachet, flower food (super nutrient that prolongs the durability of plants), a playlist on Spotify for the subscriber to dive into a unique musical universe, as well as special packaging with tips, content, and information about the box’s inspiration. Subscriptions can be weekly, biweekly, or monthly. It is worth noting that the delivery of the transparent glass vase is exclusive to the first subscription of weekly and biweekly plans – the monthly plan does not include a vase.
Who are the subscribers?
The majority of the service’s audience is composed of women, representing 60% of the subscribers. The initiative increased the brand’s visibility and attracted customers, with 60% of them being new consumers. In addition, the service has had great adherence among health professionals, such as dentists and psychologists, highlighting the positive influence of plants in formal environments, like clinics, and emphasizing their transformative role in patients’ well-being.
Consolidated growth in 2024
In this year, the company’s goal is to carry out 800 thousand deliveries. The success is evidenced not only by the impressive numbers but also by the dedication to offer a diversified portfolio of products, excellent customer service, and fast deliveries. The e-commerce serves the entire country, and there are deliveries that can be made in up to three hours, depending on the location.
“We are very pleased to expand Giu’s Club to more locations, reaching a larger number of customers. This project was created to further strengthen the presence of our brand in people’s daily lives, bringing color and life to their homes. It’s like a warm hug from nature in the hustle and bustle of everyday life,” shares Clóvis Souza, CEO of Giuliana Flores.
