Transforming Flourish’s
E-Commerce Strategy
Flourish is a Canadian protein breakfast brand that began in local farmers' markets and quickly scaled to major retailers, guided by Arlene Dickinson. With ambitions to grow direct-to-consumer (DTC) sales and expand into the U.S. market, Flourish partnered with Discover Marketing Group (DMG) to transform their e-commerce strategy.
The Challenge
Flourish faced several hurdles across their digital platforms:
Amazon: Outdated listings, poor search visibility, and inefficient ad strategies resulted in low conversions and underwhelming sales.
Google Ads: Campaigns unintentionally drove traffic to distributors rather than their Shopify store, leading to lost revenue.
Meta Ads: Disorganized ad placements, low-performing creatives, and weak targeting reduced engagement and sales.
Shopify: While the website was functional, it lacked upselling features and cohesive messaging with ad campaigns.
Klaviyo: Email and SMS campaigns were underutilized, missing opportunities to nurture and retain customers.
Disjointed Platforms: Channels were competing instead of working together, creating inefficiencies and missed opportunities.
Our Approach
1. Listing Optimization
Updated variations, sizes, and backend details to improve searchability and visibility.
Introduced multipacks to boost Average Order Value (AOV) and profitability amidst rising Amazon fees.
Introduced multipacks to boost Average Order Value (AOV) and profitability amidst rising Amazon fees.
2. Inventory Management
Developed forecasting models to prevent stockouts during SKU launches and peak seasons.
3. Ad Strategy
Added negative keywords to campaigns, reducing wasted spend and improving ACOS.
Focused on "New-to-Brand" sales to enhance LTV (Lifetime Value) against CAC (Customer Acquisition Cost).
Launched ASIN targeting campaigns against competitors, increasing brand awareness and improving defense against competitor attacks.
Focused on "New-to-Brand" sales to enhance LTV (Lifetime Value) against CAC (Customer Acquisition Cost).
Launched ASIN targeting campaigns against competitors, increasing brand awareness and improving defense against competitor attacks.
Our Impact
Revenue Growth
Gross monthly revenue increased by 315%
Amazon Sales
Achieved 2.5X annual sales growth
Meta & Google Ads
Return on ad spend (ROAS) rose by 118%.
Cost per acquisition (CPA) dropped by 33%
Cost per acquisition (CPA) dropped by 33%
TACOS
Maintained under 10%, ensuring profitability
.jpg)
"Flourish began as a humble protein breakfast brand at farmers' markets, and thanks to Arlene Dickinson’s guidance, we quickly expanded into major retailers. But as we set our sights on boosting direct-to-consumer (DTC) sales and increasing our U.S. presence through e-commerce, we faced challenges keeping up with the digital trends that resonate with younger consumers. That’s when we partnered with Discover Marketing Group (DMG), and it’s been a game-changer for our brand.
On Amazon, DMG worked their magic by fixing our listings, optimizing sizes, variations, and backend details, which drastically improved our searchability. They also introduced multipacks to increase our average order value and profitability, especially as Amazon fees continued to rise. By refining our ad campaigns and adding negative keywords, we saw an immediate improvement in ROI.
Google Ads was another area where DMG excelled. They streamlined our purchasing process by setting up Google Shopify, which enabled customers to complete their purchase right through Google, reducing the steps and boosting conversions. Abandoned cart rates dropped, and we grew our email list, which has been critical in nurturing future potential customers.
On Meta (Facebook & Instagram), DMG updated our tracking and APIs to improve conversions and retargeting, while building unique funnels for each platform. Their creatives were outstanding, with content tailored for every ad placement—Reels, Stories, posts, and videos—ensuring our ads resonated with our audience.
In just two quarters, Discover Marketing Group has transformed our business. We’re now on pace to hit $1M annually, with a 212% increase in revenue, a 118% rise in ROAS, and a 33% reduction in CPA. DMG has truly been a vital partner in Flourish’s growth, and we couldn’t be more grateful."
Andrew Maida
Founder | CEO
Conclusion
Through a cohesive e-commerce strategy spanning Amazon, Google, Meta, Shopify, and Klaviyo, DMG helped Flourish achieve record-breaking growth. With increased revenue, improved conversions, and a unified digital presence, Flourish is well-positioned for continued success in both DTC and retail markets.