Case study - Interflora
The flower and gift specialists, Interflora have enjoyed success as both an online and offline delivery service.
The Interflora website provides an excellent case study for the ways in which you can develop a relationship with your customer on the basis of previous purchase behaviour and customer personality.
This has not only resulted in increased customer satisfaction but increased sales. Below are some examples of how this has been achieved:
Interflora offers the customer the option to remember key dates when flowers have been purchased, such as birthdays or anniversaries, and prompts the individual when the particular date draws near.
This is pushed in the order flow when the customer has chosen a date for the flowers to be delivered, and can be accessed in ‘my account’ when the customer is logged on.
There is further scope to develop this service through providing an incentive in return for further memorable dates, such as free delivery or a discounted price.
Interflora create campaigns around seasonal events in order to engage the consumer and drive sales.
A promotion based around National Kissing Day on 6th July 2005 for example, featured on the home page and in the week preceding the holiday sales were increased by 8%. Newsletters were sent to Interflora customers resulting in excess of 600 orders.
These events are relevant not only to novelty occasions but religious holidays and sporting tournaments, in order to appeal to a wide range of consumer.
This is a project designed to aggregate richer data about customers and their buying habits. Using a customer database, they are able to search on keywords from customer message cards in order to target individuals in peak seasons, such as Mother’s Day and Valentines Day.
The main aim is to base purchase suggestions on previous choices, offering both flowers and gifts to Interflora account holders.
When the customer has chosen their flowers they are provided with option to add chocolates, champagne, balloons or a soft toy. This offers the online retailer the opportunity to up sell and increase shopping basket spend.
The current best additional seller are the balloons, which account for 38% of sales within the Finishing Touches line.
Special offers such as free chocolates with flowers or free delivery help to maintain customer loyalty and drive sales.
As a subjective issue, there is no one set approach to achieving these particular goals. However what this case study provides is an example of the necessity of engaging with customers; understanding how they relate to a business or brand is key when maximising the sales potential of any online store.
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