Gradient flow has proved useful in the definition and measurement of renormalized quantities on the lattice. Recently, the fact that it suppresses high-modes of the field has been used to construct new, continuous RG transformations both analytically and on the lattice, distinct from the usual blocking techniques in spin models and gauge theories. In this work, we discuss such a formulation for scalar field theory, and we present preliminary numerical results for its application to the determination of critical exponents at the Wilson-Fisher fixed point of three-dimensional $\phi^4$ theory.