Flowwow's Slava Bogdan Reinvents Gift-Giving In UAE With A Digital Touch

Gifting is and has been a language of affection for centuries now. The best gifts are those that are personalised, involve a lot of thought and sentiment, and fulfil a need in the life of the receiver. But gift-giving is of various types and has undergone huge waves of change in the recent past.

Flowwow, a UAE-based gifting marketplace, has taken off in unprecedented ways in the region emphasising the need and beauty of gifting. Slava Bogdan, the СEO & co-founder of Flowwow, gives us some insight into everything that goes into picking and curating the perfect gift.

On the Inspiration Behind Starting Flowwow

"A casual walk in the park with my friend Andrey, soon to be Flowwow's co-founder, marked the genesis of our journey. It's already been 10 years since that walk." Mr. Bogdan began, "We were brainstorming our latest project when the conversation took an unexpected turn. While we saw promise in the potential for a centralised platform for similar offerings, the market boom hadn't quite materialised yet."

Then, a memory from a few years back resurfaced. Finding the perfect gift for my mom had turned into a logistical nightmare! Countless hours were lost scouring online platforms, desperately seeking trustworthy vendors with decent reviews. All the while, I crossed my fingers, hoping the chosen gift would arrive on time and live up to its online promises."

It was at this crossroads that they recognized the need of the hour for a company like Flowwow. "We saw a clear opportunity: the traditional gift-giving experience was ripe for a digital transformation."

On Spotlighting Female Artisans Within the Landscape

"Our company currently unites over 400 talented team members, with women comprising 200 of them. Additionally, Flowwow partners with over 14,000 local brands, an impressive 80% of which are owned by female entrepreneurs." Mr. Bogdan states. He also cites an impressive example in Vera Modenova, the company's existing COO who began at just 21 and has now experienced exceptional growth within the company.

When we asked Mr. Bogdan what he would say to the change the minds of those who believe that gifting should stick to the traditional domain of choosing something in person, this is what he had to say:

"Traditionally, the process of choosing and presenting a gift is seen as a heartwarming and valuable moment that strengthens relationships. However, in reality, this process can make many people anxious."

Flowwow steps in to alleviate this anxiety through their various features. "For those who believe gifts should be picked out and handed over personally, I would say that Flowwow enhances, rather than replaces, that personal touch. Our platform makes the process of gift-giving more convenient, predictable, and easy." He said, "With Flowwow, you can discover unique, locally-crafted gifts curated by talented artisans right from the comfort of your home. This ensures that every gift you choose is special and meaningful, making the recipient feel cherished and appreciated, even if you can't be there in person."

On Flowwow's Features that Amplify Personalisation

Some of the features that amp up the personalisation aspect, as per Mr. Bogdan, include. "Personalization notes, going for local, scheduling deliveries, wishlists, personalised calenders, as well as an AI-powered generator to tailor the ideal gift."

On How the Pandemic Affected Attitudes Towards Gift-Giving

Mr. Bogdan agrees that the pandemic has led to huge shifts in our mentality towards gift-giving and has led to the growth of several such platforms. "That's true, the Сovid-19 pandemic fueled Flowwow's growth, with double year-over-year revenue growth. In 2023 alone, the platform processed 3 million orders while maintaining a stellar 98% customer satisfaction rate (CSAT). It was also a key moment when the brand transformed from a flower marketplace to a platform for local brands, opening 10+ new categories in 2 months with 800k orders (+77% YoY).

"To say it simply, the pandemic led to a shift towards a deeper appreciation for meaningful, convenient, and personalised gift-giving experiences." This, paired with an emphasis on thoughtfulness and the rise in online shopping and digital payments, made sure that platforms like Flowwow find its own fanbase soon enough.

"Our experts also revealed an increase in "just because" gifting, when people send gifts to brighten someone's day without needing a special occasion."

On How the UAE Landscape Impacts Flowwow

"Being a global marketplace, we understand how important it is to be a brand people can relate and feel part of. The UAE's multicultural environment has influenced Flowwow to embrace and celebrate diversity." Mr. Bogdan states.

"It is crucial for us to localize the products and all communications to the Emirati cultural heritage to pay respect to the country where we operate.

For instance, for the UAE National Day Flowwow has reimagined traditional gifts. We conceived the idea of a sensory journey through scents that reflect each of the Emirates – with the first AI-created "UAE Scents" Collection. The collection served as an ideal gift set appealing to generations that value the fusion of technology and traditions."

The company also cares about creating a deep bond with those in the region that add local color and flavor to the gifts given. "Partnering with Emirati artists and local brands have enriched our product offerings and helped us build strong community connections. This local support system has enabled us to create unique, culturally relevant products that appeal to our customers in the UAE and beyond." He states. "Finally, the UAE's robust economy and business-friendly environment have provided a thriving ground for Flowwow's growth. The booming e-commerce sector and high consumer spending power have allowed us to expand rapidly and establish a strong presence in the market."