Victoria Florists
A beautiful success story
A great florist is part retail, part living art gallery, and part community service. They’re one of those wonderful businesses that add something special just by their presence in the neighbourhood.
Leanne Lovell does all that, and more, at Victoria Florists in Fendalton.
When she bought Victoria Florists in 2019, Leanne had already worked with Phillippa for several years at her previous florist business, Ruby Tuesday’ and she was very keen to keep the dream team together at her new venture.
How to grow online sales
Leanne inherited a website with Victoria Florists, but it was old and not very user-friendly. So one of our first tasks was to build a brand new E-commerce website with a vastly improved interface and functionality. With our exceptional website design abilities and expert custom web-programming skills, we delivered a seamless online shopping experience that gave Leanne a launch pad for rapid business growth.
Online purchases bloomed by 257%
“Since we launched the ecommerce site Pinnacle&Co. built for us, we’ve increased from three to six staff just to keep up with the extra business it generates – a lot of which is regular repeat business, which is the best kind! Year after year, we continue to grow and get more profitable.”
Our first year of having the new website grew our online purchases by 257% which was easy to measure.
A classic partnership
Victoria Florists is a perfect example of the exceptional results that a close working relationship between us and our clients can produce. Leanne and Phillippa regularly get together to come up with ‘outside the box’ initiatives to grow the business even more. These are just two examples of this partnership…
A tribute to teamwork
Flowers are part and parcel of every funeral, making them a very lucrative market for florists. Together, Leanne and Phillippa saw a great opportunity to do it better and came up with the idea for a book. This high-quality production showcases the stunning work of Victoria Florists, and makes it significantly easier for funeral directors to help grieving relatives to choose an appropriate floral arrangement at a stressful time.
Join the great ideas club
As we mentioned earlier, repeat business is the holy grail. To help increase that for Leanne, we concepted and brought to life two innovative loyalty clubs – The ‘Forget Me Not Club’ to help people remember special occasions, and ‘The Daisy Chain Club’, a monthly floral subscription service.
To promote these initiatives we created website pages, banners and social media ads, signage in store, and printed flyers. We also set up a text reminder service and trained Leanne’s staff on how to sell these products most effectively.
When we work with you, you’ll find we’re always coming up with fresh ideas like these to help you grow your business. With our innovative thinking, you can increase the value of your existing customers and open up new markets, just like Leanne has.
Google loves flowers too
Victoria Florists runs a Google advertising campaign every month, and the results show very strong performance with over 1.1M impressions and 22,682 clicks since January 2025. If we dive a bit deeper, the data demonstrates an excellent ROI coupled with consistently strong demand.
- 21,156 conversions at a very low cost of about NZ$0.14 per click.
- The majority of clicks come from 35-44 female users who are the key flower-buying demographic.
- Seasonal campaigns (Mother’s Day, Valentine’s, and Spring) saw spikes in engagement and conversions.
Growing business every day
Pinnacle&Co. is a full-service agency and Leanne has fully embraced our multi-channel formula. Over the years, we’ve created an amazing array of business-building advertising material for her, both in digital and traditional media. Not only has it been extremely effective in building her business, but it’s also worked perfectly with her budget.
- A custom-built E-commerce website that converts visits to sales
- SEO that consistently puts Victoria Florist as #1 on page one on Google for Christchurch Florists
- Monthly email marketing ‘PromoM@il’ connecting Victoria Florists to their clients directly
- Google advertising that pulls in new business 24/7
- Social media that engages and inspires a perfectly targeted audience in Christchurch
- Printed collateral
- Newspaper advertising
- Point of sale material
- Brand reinforcing enhancements to the in-store environment
- Loyalty programmes
- Photography
- Staff sales training
So what’s it like to work with Pinnacle&Co.?
Leanne says, “Whenever I have an idea, I run it past them. They do my business cards, gift cards and they also did a funeral book for me that I take to the funeral homes. That’s been very successful.”
“There’s a real finesse to what they do. They are not too big, so you feel they care. They make you feel like you’re part of it, that you’re not just a client. And I love taking my dogs in to see Coco (office pup).”
Living proof of our Formula For Success
Victoria Florists is a perfect example of how working in partnership with us and following our Formula For Success is so effective. And we can do the same with you.
Let’s start with a coffee.