Eamonn Grant - Survey Results - Growth Hackers Dublin #3
Recorded 5th June 2014. Growth Hackers Dublin in the Irish Times, Tara Street, Dublin.
One of the things we did do is we sent out a survey to our customers. We did this for multiple businesses that we own. We did this for Flowers Made Easy, we did it for Wholesale, and we did it for several other things. What was interesting was what we didn't realize before that. And just to give you an idea from the Flowers Made Easy side, the Flowers Made Easy number was still above that number you want, about 60%. If you hit 60%, you're a legend. If you hit 40%, you should keep going, fix it, tweak it, and get it going up.
Our Flowers Made Easy customers, 50% female, 50% male, which is funny. You absolutely assume it's either one or other, but it's about 50/50, 49/51. But the male audience that buy on our site buy in three days of the year. The female audience buy throughout the rest of the year. So if you segment the audience, you segment the data, you look at our daily customers and ask them whether or not they cared, whether we're going to be here tomorrow or not, the answer was totally different than the guy who came on once a year.
And in fairness, a guy who's on once a year to buy flowers, if we didn't exist tomorrow, he wouldn't care. Of course, he wouldn't care. So I suppose when you put things like this in unique... When you're getting the data back, you need to be sure that you understand what the data is saying to you. What this one told us was, which was phenomenal and led to an entire different direction for our business, was that 65 or 70% of our customers would be very disappointed that we weren't there the following day. But what we realized by asking other questions like...
You probably can't read many of these, but we asked customers what was really important to them when buying flowers and buying products, what it was that they wanted.They want high-quality products because everybody... You went to a flower shop and you say, oh, we only want the best product and we want it to be completely different than other people and we don't buy chrysanthemums and all this sort of stuff. The reality is not true. They want the cheapest product they can possibly get, like a flower with the biggest margin, right?
And that's become more and more true over the last three or four years in the recession. But this gave us loads of insight as to what people really wanted. Other questions we asked was, and this . . . We thought we were very funny when we did this and it worked out incredibly well. If we were to start offering more services in the market, please let us know which service listed below would be of interest to you, all right? We have a thousand ideas of what we were going to do next. International flower skill. We were going to shoot video. We built a video studio, genuinely. We built a video studio.
We had a videographer hired and we were going to shoot videos from one end of the day to the other and we were going to launch this pay-per-view service all over the world, and it was going to be mega. No one wanted to watch videos. And this told us that. So what it also told us is that they didn't want to launch an Irish flower conference, even though I told them it was an amazing idea. They didn't want to talk online about flowers. And they wanted a cheaper way to relay orders.
They wanted a free e-commerce websites and they wanted a loyalty-based discounts to buy more products. So there were several things in here that we went, you know, that's what we're going to do next, that's what we're going to do next, that's what we're going to do next. So our product backlog in terms of development certainly turned on its head. The other thing that we put in was... Let's see. Where is . . . It's on the next slide? Where is it? You see a twice weekly door-to-door truck service. All of our competitors are in our mailing list. Every single one of them. And we know they are. So we put in things. We had no intention of ever doing like having twice weekly door-to-door truck services. Why would you do that? You would lose money. But loads of them do do it. And suddenly, truck services started opening up all over the country and the Dutch guys started running trucks everywhere. And so monthly shop sundry sales rep visit. No, thanks. There's no money in it. Why would I do it? But all of our competitors started to do these things so we were chuckling for months afterwards.
So just maybe... You know, this is simple ten-question, three-minute Survey Monkey survey, and it totally changed the way we looked at our business. All right?
The Next event Growth Hackers Dublin Meetup July 10th. [ http://t9.ie/ghack4vd ]