{"id":211490,"date":"2024-04-19T13:21:18","date_gmt":"2024-04-19T05:21:18","guid":{"rendered":"https:\/\/www.grab.com\/sg\/?post_type=editorial&p=211490"},"modified":"2025-02-26T18:43:24","modified_gmt":"2025-02-26T10:43:24","slug":"sweet-spring-grabmart-flowers-merchant-centre-marketing","status":"publish","type":"editorial","link":"https:\/\/www.grab.com\/sg\/inside-grab\/stories\/sweet-spring-grabmart-flowers-merchant-centre-marketing\/","title":{"rendered":"How gift shop Sweet Spring stands out on GrabMart with savvy marketing strategies"},"content":{"rendered":"\t\t
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Sweet Spring was a fresh flower supplier for big events, but had to pivot its business when the Covid-19 crisis hit in early 2020. Weddings and other social events were on hold, demand for their services dried up almost overnight. Daniel Saw, founder and business owner of Sweet Spring, said this drove them to the quick decision to pivot from a business-to-business (B2B) strategy, to serving retail customers directly (B2C).<\/p>

\u201cThat\u2019s when we decided to get on GrabMart,\u201d says Saw. Up until that point, Saw wasn\u2019t even aware of GrabMart\u2014the Grab service that lets retail shops sell all kinds of goods and groceries through the Grab app. \u201cI thought Grab was mostly food merchants,\u201d he admits.<\/p>

Sweet Spring hasn\u2019t looked back since. Four years on, Saw said that they\u2019ve \u201clearnt a lot about marketing\u201d and their growing sales on GrabMart can attest to that.<\/p>

Making the most of GrabMart<\/h5>

Getting started was easy for Saw. New merchants joining Grab can access the Grab Merchant Centre<\/a> for training sessions, 1-on-1 business reviews, and other on-demand support.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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The Grab Merchant Centre unveiled its new physical space in Singapore last year.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\u201cThe Grab Merchant Centre guided us step by step on how to upload products, which product titles to choose, and how to create product descriptions,\u201d says Saw.\u00a0<\/p>

The shop soon drew in a sizable amount of online visitors. Sweet Spring later also opened a physical storefront. Saw estimates that today, 40 per cent of sales comes from the physical store, with the other 60 per cent\u00a0 from GrabMart.<\/p>

With its new B2C strategy, the company diversified its product categories beyond bouquets and floral arrangements. Skincare products, snacks, pastries, or toys: Customers can mix and match a wide selection of gifts to suit the occasion.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Grab's marketing tools help Sweet Spring stay engaged with customers. <\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\u201cWe now have around 200 to 300 unique products, and the types of orders we get vary every day,\u201d says Saw.\u00a0<\/p>

Shorter fulfilment time was another teething issue that Sweet Spring grappled with. \u201cOn Grab, customers expect their orders to be delivered in an hour or so,\u201d Saw explains. \u201cIt took us a while to adapt, but we succeeded by working with GrabExpress\u2019s on-demand delivery drivers on top of our in-house delivery team.\u201d<\/p>

In addition, the company plans manpower strength in advance by tapping the power of data. Grab analytics enables Saw to perform data analysis on sales numbers, allowing him to predict the volume of orders and manpower he will need during various festive occasions.\u00a0<\/p>

Building a GrabMart business with smart marketing tactics<\/h5>

Sweet Spring has mastered various marketing strategies to stand out from the crowd.<\/p>

One tried-and-tested strategy is creating limited-time bundles of popular items. During this year\u2019s Lunar New Year, for instance, Sweet Spring put together hampers of goodies with festive potted plants. Customers who bought two or more bundles would get a significant discount.<\/p>

(Read more: Grab celebrates Southeast Asian F&B icons on Times Square billboard ahead of travel season<\/a>)<\/strong><\/p>

For Valentine\u2019s Day, the company executed a similar strategy by running promotions on gift bundles of flower bouquets and plushies. This spurred a 30 per cent boost in sales revenue compared to the previous year\u2019s Valentine\u2019s Day, says Saw.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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During Valentine's Day, Sweet Spring ran promotions on gift bundles.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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He emphasised that the real work of customer engagement happens beyond the festive season. The brand uses Grab\u2019s marketing tools to drive consistent engagement and grow a regular customer base, including ad placements and monthly campaigns.<\/p>

By investing in Grab banner ads, Sweet Spring can strengthen brand awareness among its target audience over the long term. \u201cIt helps us build a long-term relationship with our customers. We see our regular customer base growing, and we now have repeat customers who buy our flowers every month.\u201d<\/p>

(Read more:\u00a0The evolution of Grab\u2019s merchant app: from order management system to digital toolkit for MSME growth<\/a>)<\/strong><\/p>

Sweet Spring also takes advantage of fresh marketing campaign ideas that Grab suggests to merchant-partners. They can opt to join these campaigns and promote their deals through the Grab app.\u00a0<\/p>

\u201cAt first, we were sceptical about the return-on-investment (ROI) of such campaigns,\u201d says Saw. \u201cBut after trying them out, we see that it actually encourages our customers to increase their basket size. Joining these regular campaigns helps us consistently engage customers.\u201d<\/p>

Blooming in new directions<\/h5>

Saw is keen to explore new campaign mechanics to drive growth. \u201cFor the next festive season, we hope to do something even more interesting, like a free gift for every purchase.\u201d<\/p>

Saw is also looking into ways to develop an online-to-offline (O2O) strategy, converting online customers from Grab into customers who visit his physical store. \u201cFor instance, we could offer them a course on how to make floral arrangements,\u201d he explains. \u201cHaving that human-to-human interaction is so important.\u201d<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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