Scotts Flowers NYC Supercharges ROAS by 140% with Shopify Audiences

Background

Scotts Flowers NYC has built a loyal following since opening its Midtown Manhattan showroom in 1947. Today, they deliver custom floral designs throughout New York’s five boroughs and Long Island. They rely heavily on online orders for gift occasions—from anniversaries to corporate events. But recent privacy changes in digital ad platforms caused a slump in upper-funnel reach beyond major holidays like Mother’s Day.

Challenges

Made by DAS, a Shopify Plus partner, noticed that Scotts’ traditional Facebook conversion campaigns were costing too much per click and not driving high-quality traffic. Top-of-funnel campaigns struggled to find new customers outside seasonal peaks, and broad audiences delivered low engagement. Scotts needed a way to pinpoint shoppers most likely to place large orders—and do it affordably.

Strategy Implementation

The team turned to Shopify Audiences to create core audience segments based on purchase intent signals across merchant data. By exporting these segments into Facebook, DAS built lookalike audiences that matched Scotts’ best customers. Instead of generic interests, they targeted people who resembled buyers with high average order values and repeat purchase patterns.

Ads focused on new-arrival bouquets and event packages, with creative emphasizing same-day delivery. Landing pages were optimized to highlight seasonal deals and clear calls to action. The combination of high-intent audiences and tailored messaging aimed to attract shoppers ready to buy rather than just browse.

Results

• 140% increase in return on ad spend (ROAS)
• 35% uplift in conversion rate
• 27% of orders attributed directly to Shopify Audiences segments

Even though click-through rates dipped slightly compared to broader campaigns, the quality of traffic soared. Customers reached through Shopify Audiences converted faster and placed larger orders, making the higher CPMs worthwhile.

Key Learnings

By prioritizing intent data over broad targeting, Scotts Flowers NYC transformed its ad performance and unlocked a reliable path for new customer acquisition year-round—not just on holidays.