Bloom & Wild's Delay the Delivery Prevents New Parent Overwhelm
Laura McQuarrie — October 1, 2024 — Life-Stages
References: bloomandwild & creative.salon
New parents are often showered with gifts and an outpouring of support immediately after the birth of a child. Still, as time goes on, this attention and assistance tend to wane, leaving them feeling overwhelmed and isolated in their journey—and with all of this in mind, Bloom & Wild launched a new campaign called Delay the Delivery.
This new campaign under the brand's Care Wildly platform is supported by a Better Late Delivery function, which allows consumers to pre-order flowers and gifts to ensure they'll arrive when they have the biggest impact. One to three months after a baby arrives, flowers and gifts arrive using Better Late Delivery, helping friends and family show their love and support by gifting with even more thoughtfulness and intention.
This new campaign under the brand's Care Wildly platform is supported by a Better Late Delivery function, which allows consumers to pre-order flowers and gifts to ensure they'll arrive when they have the biggest impact. One to three months after a baby arrives, flowers and gifts arrive using Better Late Delivery, helping friends and family show their love and support by gifting with even more thoughtfulness and intention.
Trend Themes
1. Thoughtful Postpartum Gifting - Innovations in gifting by timing the delivery to better support new parents months after birth introduce an opportunity for more meaningful and impactful presents.
2. Delayed Gratification Services - The concept of scheduling deliveries in advance to coincide with peak times of need presents a disruption in traditional gifting practices.
3. Support Sustainability - By spreading support over time rather than immediately, businesses can encourage sustained engagement and emotional connection, transforming the postpartum experience.
Industry Implications
1. Gift-giving Industry - Delayed gifting campaigns can reshape how consumers think about and plan their presents, moving away from immediate gratification to more strategic, impactful expressions of love.
2. E-commerce Platforms - E-commerce platforms can incorporate delayed delivery options, allowing customers to schedule purchases for future dates, enhancing customer experience and satisfaction.
3. Parenting and Baby Care - Introducing services that offer continued support for new parents over an extended period can foster stronger connections and provide much-needed aid during the postpartum period.
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