Giuliana Flores is expanding the Giu Club, a subscription system that offers a floral and immersive experience to customers, with plant kits and exclusive items. Initially available only for 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 brand of the company, grew more than 200% this year. The cities were selected based on demand and the guarantee of a safe delivery time so that the flowers arrive fresh to customers.
The kit includes species selected according to themoodof the month, an exclusive vase customized with the club logo, scented sachet,flowerfood (supernutrient that extends the lifespan of plants), aplaylist on Spotify for the subscriber to immerse themselves in a unique musical universe, as well as a special package with tips, content, and information about the inspiration behind the box. The 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 subscribers. The initiative increased brand visibility and attracted customers, with 60% of them being new consumers. Furthermore, the service has gained significant adoption among healthcare 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
This year, the company aims to make 800,000 deliveries.Success is evidenced not only by impressive numbers but also by the dedication to offering a diversified portfolio of products, excellent service, and fast deliveries.THEe-commerceserves the entire country and deliveries can be made in up to three hours, depending on the location.
“We are very happy to expand Clube da Giu 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 embrace from nature amidst the hustle and bustle of everyday life,” shares Clóvis Souza, CEO of Giuliana Flores.
