Giuliana Flores has consolidated its position in digital sales in the flowers and gifts segment. Recent data released by the company shows that 96% of customers who have purchased from the brand placed orders through the online channel, a percentage significantly higher than that of other brands in the sector. This number reflects the efficiency of a business model born digital: a pioneer in Brazilian floral e-commerce, the company began its online operations in 2000 and is now reaping the rewards of this investment.
The research conducted by Giuliana Flores highlights two key differentiators in the shopping experience: fast delivery and creative packaging. Among the most valued attributes by consumers are ‘same-day scheduled delivery options’ (mentioned by 72% of respondents) and ‘attractive, gift-ready packaging’ (68%). These factors explain why the brand maintains a Net Promoter Score (NPS) of 56, considered excellent for retail.
Compared to other gift brands, Giuliana Flores shows remarkable performance in the digital aspect. While major retailers like Renner and C&A have about 60-70% of online sales, the virtual florist achieves digital penetration levels close to Amazon’s (98%). ‘Our customers seek convenience without sacrificing emotion. That’s why we invest as much in the digital journey as in the physical details that transform delivery into an experience,’ explains Clóvis Souza, founder and CEO of Giuliana Flores.
The study also reveals that the brand is the most recalled in the online flowers segment, with 21% of spontaneous mentions. Among those who purchased from Giuliana Flores in the last three months, 82% said the ease of the website was decisive in their choice, a figure 15 percentage points above the industry average.
With a portfolio ranging from premium bouquets to kits with fine chocolates, Giuliana Flores has turned the digital purchase of flowers into a habit for three out of ten Brazilians who gave gifts in the last six months. The numbers prove it: in the e-commerce era, it is possible to combine technology and romance—as long as you deliver not just products, but memorable experiences.
