Case studyRetailBay AreaEngaged 2023 to 2023
SF Floral: two funnels, higher conversion, 30% less ad spend
A Bay Area floral distributor was selling to consumers and wholesale buyers from one confusing website. Over four months we split the two audiences, rebuilt the product pages and launched a wholesale pipeline.
The business
SF Floral is a Bay Area floral distributor selling to consumers, for weddings, events and subscription arrangements, and to wholesale buyers such as florists, hotels and restaurants. One website was trying to serve both audiences and serving neither well.
The challenge
The consumer site converted at approximately 0.9%. Wholesale buyers arriving from trade-show referrals found no wholesale entry point, landed on the consumer site, got confused and left.
What we delivered
Split audiences, split funnels.
Separate consumer and wholesale entry points from the homepage, with separate navigation, pricing pages and contact forms. Wholesale accounts limited to wholesale buyers.
Product pages.
More than 80 product pages rebuilt with lifestyle photography, clear pricing and trust signals, plus size and occasion filters and cart abandonment emails.
Aging-inventory retargeting.
Flowers are perishable. A retargeting program showed aging inventory to customers who had viewed similar products, with time-limited discount codes.
Wholesale pipeline.
LinkedIn ads aimed at florist and hospitality buyers, a gated guide on sourcing sustainable flowers at scale, and a sales pipeline in HubSpot, later moved to the client's preferred CRM.
Everything we shipped
- A dual-funnel site rebuild, consumer and wholesale
- More than 80 product pages rewritten, re-photographed and re-tested
- Cart abandonment email automation
- An aging-inventory retargeting program
- LinkedIn ad campaigns for wholesale buyers
- A wholesale guide behind a gated lead-generation funnel
- Ad spend reallocated to higher-return channels
Results
Over four months, e-commerce conversion rose from approximately 0.9% to 2.1%, and ad spend fell 30%. About $47,000 of aging inventory was sold through retargeting, and the first wholesale deal closed eight weeks after the campaign launched. The client provided the baseline figures, which are approximate and not audited.
| Figure | Timeframe | How it was measured |
|---|---|---|
| E-commerce conversion, approximate | Four months | Reported by the client from their own records on 14 August 2026. Approximate, not audited. |
| Ad spend | Four months | Relative reduction in ad spend, reported by the client on 14 August 2026. Approximate, not audited. |
| Aging inventory recovered | Four months | Reported by the client from their own records on 14 August 2026. Approximate, not audited. |
| First B2B deal closed | From launch | Reported by the client from their own records on 14 August 2026. Approximate, not audited. |
Client verification: metric baseline provided by the client on 14 August 2026. Baseline is approximate historical, not audited.
The takeaway
Selling to two audiences from one website usually means selling poorly to both.
Split the experience. Here, consumer conversion went from about 0.9% to 2.1% while ad spend fell 30%, and the wholesale side closed its first deal eight weeks after the campaign launched.
Let us look at yours.
If you sell to two different audiences from one website, start with a Business Growth Review.
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