February 5, 2023
The subscription program, six weeks in
We launched our weekly subscription program in January. Six weeks later, 47 households are receiving flowers from us every week. The pattern of what they like is already clearer than we expected.
What we've learned
- Cadence matters more than size. Most subscribers chose biweekly, not weekly. The kitchen bouquet on Wednesday morning lasts ten days; weekly is a flower too many.
- Customers don't want surprises week to week. Within the first three deliveries, the customer has formed a preference (more green, less pink; soft tones, not bright; bigger, not more delicate). We track these and the third delivery onwards consistently matches the preference.
- The vase matters more than we thought. The first-delivery free vase has become a real talking point. We're going to vary it month to month — change the colour and shape; turn the subscription into a quietly evolving collection of vases.
Most-loved combinations so far
- Eucalyptus + white ranunculus + soft pink garden rose — the most-requested repeat
- Anthurium + sage + a single bird-of-paradise — for the office subscribers
- All-white peony, no green — for the customers who want statement, not "fresh"
Where we go from here
We're adding two more tiers: a Petite Mini for small kitchens (AED 70/week) and a Statement Plus for larger homes and hotel programs (AED 580/week). We're also opening corporate subscriptions — five offices have signed on this month.