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Press Release
17 June 2020
Sentimental South Africans during Lockdown
To say that people across the world have been somewhat forced to accept a ‘new normal’ in various parts of their life, would be an understatement. There is no doubt that the Covid-19 pandemic has changed the way that we perceive life. It has highlighted what we value most above all else, our family and friends. In the case of NetFlorist, it has altered customer buying behaviour and customer sentiments thereof.
NetFlorist has recorded an increase in messages for occasions such as birthdays and expressions of emotions such as love. In contrast, there has been a decrease in house warming and wedding gifts – for more obvious reasons. Diving deeper into the data and comparing gifting sales year-on-year, NetFlorist was able to compile a detailed report as to the reasoning behind customers using their services. Certain keywords like ‘birthday’, ‘anniversary’ or phrases like ‘I miss you’ or ‘I’m sorry’ automatically categorises each gift order into a relevant occasion.
By use of this technology, NetFlorist has seen an increase in:
- ‘Happy Birthday’ messages by 57%
- Love and romance gifting by 113%
- ‘I’m sorry’ messages by 22%
- Friendship gifting by 80%
- ‘Missing you,’ messages by 82%
- ‘Happy 40th Birthday,’ messages by 153%
- ‘Happy 60th Birthday,’ messages by 131% And a decrease in:
- Wedding messages by 20%
- Housewarming messages by 7%
- ‘New baby’ messages by 12%
- ‘Get well’ messages by 4%
- Sympathy gifting by 5%
Notable mentions include Mother’s Day and Eid messages, which were both up considerably. However, the increase that came as a welcomed surprised is Corporate gifting. Corporate-related messaging has increased by a whopping 217%! Considering the previous economy constraints that South Africa endured specifically in Level 4 and 5 of Lockdown, any growth in the department, albeit wanted, was and is unexpected.
“Closing the gap between customers separated by foreseen or unforeseen circumstances, is what NetFlorist strives to do on a daily basis. Although this period calls for innovation, it’s clear that some things won’t change. People will always find a way to express their affection whether it is to say, ‘I miss you,’ or to express their gratitude with a simple, ‘Thank you for your hard work.’ NetFlorist will materialise these expressions as best we can”, notes Thalissa Pillay (Marketing Manager of NetFlorist).
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For more information contact:
Kriszti Bottyan
kriszti@netflorist.co.za
(+27) 82 364 8680
