Giuliana Flores, a reference in online flower and gift commerce, is reaping the results of the launch of the Giu Club, a service that guarantees immersive contact with the brand. According to internal balance sheet data from January to September 2024, the subscription system experienced a record increase of over 200%. Furthermore, the initiative brought greater visibility and attracted new clients. 60% of subscribers are women aged between 30 and 45 years.
Part of the success can be attributed to the fact that participants not only experience an engaging and flourishing environment, increasing contact with plants in their daily routine, but also enjoy significant financial benefits, with substantial savings ranging from 50% to 70% compared to one-time purchases. It is worth noting that Friday, Saturday, and Sunday are the most favorable days for Clube da Giu's sales.
In addition to the success of the service, a notable adoption by professionals from the health sector, such as dentists and psychologists, is observed. This movement suggests a trend related to the impact of flowers in formal settings, such as clinics, highlighting their transformative role for patients' well-being.
Operation
Giu's Club goes beyond simple plant delivery. The kits gather selected species following themoodof the month; exclusive vase personalized with the logo, available in weekly, biweekly subscriptions and on the first purchase; scented sachet;flowerfood, a supernutrient that increases the durability of plants;playlist created on the Spotify platform for the subscriber to immerse themselves in a unique musical universe; and a special package with tips, content, and everything about the inspiration of the box. Subscriptions can be weekly, biweekly, or monthly and include residents of the city of São Paulo and the ABC Paulista; the idea is to expand soon to other locations.
