Floward Identifies Key Indicators Of Conversion Potential By Analyzing Recipient Experience

Floward is a rapidly growing, app-based flower and gift delivery company operating across the Middle East, the UK, and other international markets. Known for its vertically integrated model (managing everything from sourcing and arranging to last-mile delivery). Floward has built a reputation for high-quality products, exceptional presentation, and reliable customer experience. By pairing curated floral designs with an intuitive mobile app and consistent delivery standards, Floward has become a go-to platform for personal gifting, celebrations, and occasions across its regions of operation.

As Floward has expanded, a major strategic focus has been increasing customer lifetime value and strengthening long-term growth. While Floward traditionally concentrated on converting app users and repeat purchasers, a unique opportunity emerged:

Many individuals first encounter Floward not as buyers, but as recipients of a delivery sent by someone else.

This created an untapped funnel of potential new customers: people who have already experienced the product quality but may not yet think of Floward as their own gifting solution.

Problem

Floward sought to understand how to better convert these recipients into loyal customers. Every day, thousands of people receive Floward arrangements and gifts, yet only a portion ever return to the app to become paying customers themselves. The central question was: ‍

What differentiates recipients who eventually convert from those who do not?

Understanding this would allow Floward to tailor outreach, personalize marketing, and better design the recipient experience, all of which could unlock significant additional revenue. However, the volume of data, the complexity of customer journeys, and the need to analyze behavioral patterns at scale required a more advanced analytical approach than traditional BI dashboards could easily support.

Approach

Using Lumi, Floward conducted a comprehensive analysis of recipient behavior, comparing the characteristics of recipients who later became customers to those who did not. Lumi’s natural-language interface allowed Floward’s team to quickly test hypotheses, explore data relationships, and surface hidden patterns without requiring deep SQL or data-engineering intervention.

The analysis focused on multiple dimensions of recipient experience, including:

• Order exposure: How many orders a recipient received prior to converting.
  
• Order value: Whether the size or quality of the gifts received had an influence.
  
• Sender diversity: Whether receiving orders from multiple different people increased conversion.
  
• Timing and frequency, including how quickly recipients converted after their first exposure.
  

By iterating through these variables, Lumi enabled Floward to isolate the behaviors most strongly correlated with conversion and quantify their impact.

Impact

Lumi uncovered three key factors that significantly affect whether a recipient becomes a Floward customer:

1. Number of received orders: Recipients who received more deliveries from Floward demonstrated a noticeably higher probability of converting.
   
2. Value of received orders: Higher-value gifts (larger arrangements, premium packaging, or bundled items) increased the perceived quality of Floward’s offering, raising conversion likelihood.
   
3. Distinct senders: Recipients who received gifts from multiple different people had the highest conversion uplift, with overall conversion likelihood increasing by up to 28%.

‍

In addition to higher conversion rates, Lumi’s analysis revealed that activated recipients (those who ultimately become customers) show stronger long-term engagement behaviors. Specifically:

• Activated recipients are 2% more likely to place more than one order per month, indicating a higher propensity for habitual gifting or repeated personal use.
  
• They are 7% more likely to order more than once per year, demonstrating greater retention and long-term value compared to customers acquired through other channels.
  

These findings highlight that converting recipients is not only about expanding the top of the funnel but also about cultivating more loyal, higher-value customers who continue to engage with Floward over time.

Next Steps

Armed with these findings, Floward can now design targeted strategies to increase recipient conversion. Potential initiatives include personalized “welcome” campaigns, incentives triggered by multi-sender events, premium experience reinforcement, or tailored outreach to high-value-recipient segments.

Using Lumi, Floward can continuously analyze the impact of these new strategies, quickly learning what works and iterating toward the most effective playbook for turning recipients into long-term customers.

‍