Background & Challenge

Fluwel, one of Europe’s largest exporters of flower bulbs, operates internationally, delivering a vast assortment of tulips, amaryllis, peonies, and more. The family-run business has a strong tradition of excellence, supported by decades of expertise and a commitment to sustainable cultivation.

Despite their success, scaling their ecommerce and Google Ads performance presented challenges. Fluwel initially worked with freelancers and agencies but struggled to achieve a tailored approach for their campaigns. While performance was steady, inefficiencies in campaign optimization and budget allocation left significant growth potential untapped.

Fluwel wanted to take their campaigns to the next level, especially for their German online store, which represented the largest share of their sales. By the summer 2024, they realized they needed a partner who could help them make smarter, data-driven decisions while reducing manual effort.

The Solution

Fluwel partnered with Shopstory to unlock the full potential of their ecommerce campaigns. Together, they implemented 10 live automation flows to improve product visibility, optimize budgets, and ensure stock efficiency. Key flows included:

1. Labelizer Flow for Smarter Product Allocation: This flow identified top-performing and underperforming products, allowing Fluwel to rebalance ad budgets. Historical sales data from Shopify and campaign data from Google Ads ensured both bestsellers and overlooked items received the right level of visibility.
2. Stock-Level Automation: Shopify stock-level labels were used to avoid wasted ad spend. Products marked as low in stock were automatically removed from active campaigns, preventing budget burn on unavailable items.
3. Tailored Campaign Optimization: Shopstory’s tools analyzed past sales trends to identify which products to prioritize during seasonal peaks. With Fluwel’s time-sensitive inventory, this ensured fast, targeted action to reduce excess stock.

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Additionally, Shopstory’s tailored approach meant that each campaign was optimized precisely to Fluwel’s needs. “With Shopstory, we gained clarity and efficiency. We finally knew where to push our efforts and how to scale,” said Vlad.

The Results

Fluwel’s partnership with Shopstory led to remarkable improvements across key metrics, driving both growth and efficiency:

Boost in Seasonal Sales

Sales doubled from September to October, while the conversion value grew by nearly 30%, showcasing stronger profitability and campaign effectiveness during this period. Fluwel achieved this while maintaining (and increasing) profitability with even more stock this year.

Smarter Budget Allocation

Thanks to better budget allocation, the ROAS of Google Ads campaigns increased by 32% during the same time. This shows that the budget was used more efficiently and profits increased.

Reduced Excess Inventory

And finally, Fluwel significantly reduced leftover stock. By the end of October 2024, excess inventory levels dropped to below 5%, compared to 20% the previous year. This marked a 75% reduction in excess stock, thanks to Shopstory's automation. Even with a 20% increase in total stock, Fluwel managed to meet customer demand efficiently, with minimal leftovers.

Conclusion

Fluwel’s success demonstrates the transformative power of automation for ecommerce businesses. By automating with Shopstory, they achieved data-driven campaign precision, rapid scaling, and a stronger bottom line.

Encouraged by these results, Fluwel plans to expand Shopstory’s automations to their stores in other countries, further enhancing their global operations.

For businesses seeking scalable, intelligent solutions to maximize ecommerce potential and campaign performance, Shopstory can help. Get started for FREE today, or book a FREE consultation with our experts, to supercharge your campaigns with ease.