Somia Farid Silber may be newly appointed as CEO at Edible Brands, but her journey with the company has been anything but short. Since joining Edible in a full-time capacity in 2016, she has played a crucial role in rebranding the company from its original name, Edible Arrangements, to its current streamlined identity. This transformation is not merely cosmetic; it reflects a deep understanding of modern consumer behaviors, especially as the company adapts its strategies to meet the demands of a younger generation of shoppers.
In the face of changing expectations, Edible has undertaken a significant brand relaunch aimed at modernizing its entire customer experience. Farid Silber highlighted that standing out in the gifting market demands an understanding of today’s customer needs. This is particularly important during critical gifting occasions, such as the holiday season, when consumers prioritize both convenience and creativity in their purchases.
One of the key insights from the recently published “State of Gifting Report” is the strong preference for online shopping among the younger demographic, particularly Gen Z. A staggering 70% of Gen Z respondents expressed a desire to shop online, making it vital for Edible to refine its digital platform further. Farid Silber pointed out that the company’s upgrade of its ecommerce capabilities has included AI-driven personalization and targeted customer segments. These enhancements ensure that shopping for gifts is not only easy but also tailored to individual consumer preferences. This commitment to evolving digital capabilities has led to nearly a 10% increase in average order value and a remarkable 79% rise in return on ad spend.
Another remarkable achievement under Farid Silber’s leadership was the broadening of Edible’s product offerings. By adding new options such as dessert boards, floral bouquets, and cookie collections, she has responded to the diverse needs of today’s consumers. For instance, dessert boards have gained popularity for home hosting, providing customers with an appealing and elevated option for gatherings. These additions have positioned Edible as a versatile brand that caters to a variety of gifting needs, whether consumers are planning in advance or shopping last minute.
With the trend towards timely delivery on the rise, nearly one-third of gift purchases are now made for same-day delivery. Edible has taken this insight to heart and tailored its offerings to address this desire without sacrificing quality. The company has introduced options for one-hour delivery and same-day pickup, ensuring that last-minute gifting doesn’t feel hasty or thoughtless. Each gift is designed to include customizable elements, allowing consumers to express care and intention even if they’re pressed for time.
Moreover, Edible’s strategic partnerships with delivery platforms like DoorDash and UberEats have transformed the convenience of purchasing gifts. Through these collaborations, Edible has made it easier for consumers to send thoughtful gifts or treat themselves “just because.” The emphasis on value and quick, budget-friendly options has led to a striking 100% increase in orders from Gen Z, underscoring the generational shift towards fast and accessible gifting experiences.
Farid Silber’s leadership serves as a case study in modern marketing. Her insight into changing consumer behaviors has fueled a holistic approach to product development and customer engagement. Edible is not just selling products; it’s crafting experiences that resonate with customers during significant moments.
As the holiday season approaches, Edible Brands looks ahead with confidence. Farid Silber is poised to continue leveraging insights gathered from their market research as they refine their strategies. The company’s confluence of innovative digital solutions and expansive product offerings positions it as a leader in the gifting sector while addressing the unique needs of Gen Z.
In summary, Edible Brands is not only staying relevant; it’s redefining what it means to gift in today’s fast-paced world. This evolution reflects a keen awareness of market trends and a determined effort to provide customers with what they truly seek in their shopping experiences.