A & L Florist

Florist Marketing

Growth partnership

Florist marketing


  • Website not delivering sales
  • Poor customer experience
  • Ineffective marketing activity
  • No performance analytics to support decision making


  • Digital brand strategy plan and execution
  • E-commerce website design and develop
  • Performance strategy plan and execution


  • 16 x weekly online order increase
  • 100% increase in average transaction value
  • Growth partnership, data-driven marketing

According to Head Florist Stefano Oliverio: “Our growth partnership with Brilliant Digital has helped us in so many ways. Other than just building a fantastic website, it really helped us develop our business and redefine where we wanted to go and where we needed to sit in the marketplace. So, now we dominate the flower industry in Sydney, and it’s largely thanks to branding, concept, strategy and design… and really homing in on how we were going to meet those demands.”

Three florist surrounded by flowers inside a store

Website delivers

16 x weekly online sales

A & L’s previous digital brand was very old fashioned and failed to address the emerging Sydney market or take advantage of digital opportunities. Brilliant Digital provided a full-service branding and digital marketing solution. We used our product marketing knowledge and commercial mindset to develop an effective brand strategy.

Brand strategy considerations included:

  • Brand positioning
  • Brand extension and longevity
  • Brand differentiation
  • Sydney market research and dynamics
  • Digital landscape
  • Competitor analysis

Digital branding execution included:

  • Brand purpose
  • Brand value proposition
  • Brand messaging
  • Brand voice
  • Logo design
  • Colour palette
  • Typography
  • Brand voice
  • Brand graphics
  • Brand assets
  • Brand guidelines

The new brand meets the Sydney market and has allowed A & L to grow exponentially in product and service sales. Weekly online sales increased 16-fold.

As part of the audit, the Brilliant team did a full competitor analysis, followed by a gap analysis to highlight digital branding opportunities. We worked with Stefano to fine-tune the company’s business goals and assess how the digital brand supported these goals.

“Working with Brilliant Digital has been a dream come true. It didn’t just give us a beautiful website. It gave us a clear vision of where we needed to go to meet the demands of the market,” said Stefano.

100% increase

in average transaction value

Brilliant Digital delivered a fit-for-purpose e-commerce website, thanks to our deep understanding of all the elements involved in a successful project. Existing brand and data insights, a commercial mindset, SEO and the technical requirements of A & L were essential drivers.

E-commerce website development included:

  • E-commerce website execution plan
  • E-commerce website structure
  • E-commerce website design
  • E-commerce UX/UI design
  • E-commerce website development
  • E-commerce SEO
  • Copywriting
  • Photography
  • Data entry
  • E-commerce website hosting
  • Website maintenance

The average value of transactions through the website has increased 100%, compared to sales prior to the new website.

According to Stefano: “Not only is the website brilliant, but it has helped us get everything that we needed in terms of branding… in terms of focus and vision, and making sure that we deliver everything from beginning to end. We were established in 1973. We were always a formidable force, but now, without a doubt, we are one of Sydney’s largest florists.”


performance strategy

Brilliant Digital then planned and continue to execute an effective marketing strategy with every activity strategised based on data insights to deliver the best possible return on investment for A & L.

Digital marketing execution includes:

  • Marketing strategy
  • Performance plan
  • Content strategy and copywriting
  • Search engine optimisation (SEO)
  • Search engine marketing (SEM)
  • Social media management (SMM)
  • Electronic database marketing (EDM)
  • Photography
  • Videography
  • Data analysis, reporting and strategy
  • Website hosting and maintenance

According to Stefano: “We used to average about three or four website orders per week. At that stage, we didn’t place much emphasis on what a good website can yield. Now we’re getting 40-50 orders per week! Such unbelievable growth in just a short period of time. It’s really incredible. We don’t have 75 different confusing products anymore; we now have 25 available in three standard sizes. This really meets the demands of what our customers are looking for.”


When we came to Brilliant Digital, the selling point for us was the strategy. It wasn’t just about building a website, it was about having a philosophy. The results confirm this was the right approach. 

Hugh Edmunds
Edcon Steel

I would recommend Brilliant Digital as a digital marketing agency to my peers because they truly understand how to use data to get results in the B2B space.

Martin Wyllie
Pilot Air

As a result of the brand and SEO strategy, enquiries are in and around our core competencies and drive the sort of work that we want. 

Alan Lipman
Romar Engineering

For me, it is vital to understand where we are getting a return on investment. We have a great partnership with Brilliant Digital – they explain the numbers so we understand what’s working and what’s not. We can then decide where we need to invest our time and money.

Craig Hannam
Water Filters Australia

The leads that come from the website are warmed up and ready to do business – this massively reduces the time we spend pitching to new prospects.

Marius Fourie
North Advisory


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strategies that skyrocket your success, websites that WOW, content that converts and paid media that performs.

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