PetalDriven.com
Two buyers, one catalogue
PetalDriven ships fresh-cut flowers overnight from farms across six continents, with no florist markup and no wholesale minimum. That opens the trade catalogue to brides and event hosts who have never bought a box of stems in their life.
01 — The challenge
A trade catalogue that also has to teach.
Hundreds of varieties, seasonal availability, stem counts and box quantities are second nature to a florist and completely opaque to a bride planning her own centrepieces. Sell to only one of them and the store loses half its market; sell to both badly and the catalogue becomes noise.
Layer on the practical constraints of perishable stock — what is in season, what is sold out, what ships overnight — and browsing has to stay simple while the underlying inventory keeps moving.
The same box of stems has to read as trade supply to one buyer and a wedding project to the other.
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6
Continents the catalogue sources from
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0
Wholesale minimum required to order
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2
Distinct buyer journeys served by one catalogue
02 — Our approach
Let people shop by colour and occasion, not by trade vocabulary.
The homepage opens with what is in stock right now, then hands over two beginner-friendly entry points: a full colour palette selector and a top-categories grid built on the things people actually search for — roses, peonies, eucalyptus, hydrangea, garlands, summer wedding flowers.
For the DIY buyer we merchandised PetalKits: pre-curated assortments with the focal flowers, filler and greenery already balanced, so a first-time buyer can order a wedding look without knowing a single variety name. Bulk Flowers and Specials serve the other end — box quantities and discounted farm-partner stock for buyers who know exactly what they want.
Trade buyers get their own lane through the Driven Designers programme page: application form, wholesale portal credentials, live farm inventory, priority access and free overnight shipping, all explained before the sign-up rather than after it. Around all of it sits the reassurance layer a perishable purchase needs — the guarantee page, the sourcing story and real customer reviews.
Working with Web Tonic has been a fantastic experience from start to finish. Their team took the time to understand our business goals and delivered exactly what they promised. Communication was excellent, and we've already seen a noticeable improvement in our online visibility. Highly recommended!
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