The reasons everyone loves Bloom & Wild

Name a marketer who doesn’t love Bloom & Wild. We’ll wait…

Charlotte Langley, CMO of Bloom & Wild, joined the brand just before the pandemic.

Over the 5 years that Charlotte has been heading up the evolution of brand and comms there, she’s learnt that success lies in asking better questions, failing fast and figuring out what really matters when you’re building something that lasts. Getting that crystal clear perspective is what has led Bloom & Wild to become the scale-up success story we know them to be today.

We had an hour long chat with Charlotte and got the brand-building blueprint you all had been asking for.

Customer obsession

Bloom & Wild have a policy of pure generosity. It’s not just a slide on their values deck. It’s baked into their entire approach.

Small chance an order might not arrive in tip-top shape? No sweat, they’ll send another without delay (and let you keep both).

And during Mother’s Day chaos? Bloom & Wild won’t wait for complaints – they'll send backup bouquets before anyone can even ask.

It’s the kind of service that turns customers into loyal fans.

But that’s just the tip of the iceberg.

Behind the scenes their insights team were deep-diving into heartfelt messages in their ‘Customer Love’ Facebook channel, using them as the driving force for making their products and service even better.

Take Bloom & Wild's new baby gifting range, for example.

They didn't just build out this range keeping their customers in mind.

They built it together with them.

Bloom & Wild went straight to the source and asked new parents what they really wanted during sleepless nights. The results of this research was beyond moving.

Each and every touchpoint felt deeply personal.

They had £50 vouchers for frozen meals, sleep and stress aromatherapy goods and products like baby sensory cards with mantras that hit hard (‘you’re all your baby needs’). ❤️

The lesson for the rest of us: embrace the small moments that matter to them. Don’t be afraid to lean in and just ask.

When to pivot from acquisition to retention

The path to growth isn’t all glossy campaigns and perfect conversions – it’s about knowing when to pivot. Bloom & Wild nailed this by shifting from acquisition to retention when times got tough.

They smashed it on Google Search (gifting is an intent-driven purchase, so this made sense as their primary channel), Meta ads and even TV campaigns.

But when the market shifted, they said goodbye to ‘growth at all costs’ and hello to sustainable wins.

Think killer email campaigns, loyalty schemes like Bloom & Wild Rewards and a laser focus on making every customer feel seen.

The takeaway? Retention isn’t just a buzzword – it’s how you build a brand people rave about.

Creative efficiency: where’s the line?

Here’s the million-pound question: how much creative is enough creative?

Bloom & Wild is constantly testing this.

How many assets are too many? How do you balance resource investment with real returns?

Charlotte’s team goes about this by treating every campaign like a mini science experiment.

Tip: Test your creative output like your business depends on it – because it does.

Scaling up without slowing down

When you grow fast, things get messy. More people, more processes, more ‘can we just have one more meeting?’ moments.

Bloom & Wild use small, focused teams (affectionately called ‘crack teams’) to move fast on big projects without getting tangled in bureaucracy.

Tip: Not every project needs everyone in the room. Empower small teams, set clear goals and get out of their way.

Advice to build brands by

Winning at marketing isn’t about chasing shiny new trends. It’s about nailing the basics and doing them exceptionally well.

Bloom & Wild gets it.

From perks that actually make people smile, to the kind of customer service that leaves people speechless (and recommending you to everyone they know), they’ve shown that obsessing over your customers isn’t optional – it’s everything.

So if there's one thing to take home about building a brand people go absolutely wild over, it's to listen harder, care more and empower the people who matter – that means both your customers and your teams.

Your next big win might just depend on it.