How LOCOMOTIVE Drove 7% Extra Revenue Growth for Family Flowers in Just One Month
The name says it all. Family Flowers, now a fourth-generation family-owned florist, is rooted in local heritage, building a legacy of nationwide growth. Establishing their brand in the e-commerce space, Family Flowers has expanded to online ordering with 40+ physical locations serving customers from Winston Salem, NC, to Albuquerque, NM. Poised to become the modern answer to the mom-and-pop florist of yesteryear, Family Flowers came to us ready to scale their revenue and watch their paid media results blossom.
Client:
Family Flowers
Solutions
Paid Media
Industry
E-commerce
Website
www.familyflowers.com
The Challenge
The Family Flowers team thought their paid media efforts were inefficient and
suboptimal. That was LOCOMOTIVE’s immediate focus, but it quickly became
apparent that underlying issues were choking new growth and would continue
to do so without intervention.
A deep dive into the Google Merchant Center revealed a massive bottleneck: piles of broken data leading to incorrect conversion attribution and misinformed decision-making.
Ultimately, a perfect storm of unoptimized titles, missing core attributes, and
non-compliant imagery resulted in a 97% disapproval rate rooted in missing
shipping information.
To succeed, we would need to:
Our Approach
Rather than get ahead of ourselves and start blindly adjusting bids and testing ad copy, we took several steps back and started working from the foundation up. Instead of launching pointless and pricey campaigns with no strategy behind them, we opted to get to the root of the problem, making sure our client was prepped and ready to scale.
Establish a Single Source of Truth
To unify the user journey across the client’s domains, we configured GA4 to recognize users between websites, standardized UTM parameters, consolidated tracking tags, and launched a process to validate Shopify CRM data. This showcases our strategic approach to establishing more reliable conversion measurement on which to build effective campaigns.
Transform the Product Feed
A clunky product feed was clogging up the analytics and impeding campaign segmentation. By correcting shipping and tax settings, optimizing product titles, enriching core attributes, and adding custom labels and categories, we ensured the right products would show up in search queries, unlocked advanced bidding, and created a pathway to improved ad relevance.
Lock Down Data Validation
Family Flowers is not alone in their struggle with unreliable data. This is a common issue for many e-commerce brands, but it’s one that many marketers overlook in the process of getting a campaign up and running. But laying this foundation for success is the only way to achieve long-term, sustainable growth. To support Family Flowers in this process, we instituted automated daily checks and weekly manual audits, followed up by monthly statistical analysis and a quarterly deep-dive into the customer journey, ensuring future campaigns would be built on reliable, trustworthy, proven data.
The Outcome
Building a solid foundation starting with cross domain tracking, we addressed the challenges of
broken data, fragmented user journeys, and inaccurate return on ad spend (ROAS), creating a blueprint for future
growth and success.
Laying the Foundation for E-Commerce Growth
In just 30 days, the LOCOMOTIVE team surfaced hidden challenges, fixed broken data, and laid out a strategic blueprint to audit, repair, stabilize, and optimize. The payoff? Quick, measurable results designed to last. Ready to find out if we can do the same for your brand?
Let’s Launch Your Personal Blueprint to Success
