e-business in the development of Interflora - Case study

Résumé du document

Our study will focus on Interflora with respect to the French market. The French website will have interface with all other region based Interflora websites throughout the world, so as to ensure prompt and efficient global deliveries.

Interflora is the largest flower delivery company by which flowers can be purchased and delivered throughout the world. This group of organizations entails network development to link florists across the globe to make deliveries to the customers.
Composed of approximately 60,000 florists worldwide delivering flowers to 140 countries (from China to Russia, the USA to Europe), all stores under the Interflora brand have the same way of doing business, to compete worldwide.

• Fleurop Interflora is located in 17 countries: Germany, Austria, Belgium, Spain, Denmark, France, Finland, Greece, Hungary, Israel, Italy, Norway, Poland, the Netherlands, Switzerland, Sweden and Turkey
• British group is composed of all the Commonwealth countries: South Africa, Australia, Britain and New Zealand.
• FTD USA consists of American Network, Korea, Taiwan and Philippines network.

These following groups are controlled by Interflora Inc. located in the United States. The responsibility for the future development and efficient transmission of orders are divided among the florists across different regions. Though they all have different names, the florists operating under this common banner are committed to the high level of quality and service that reflects the values of Interflora Corporation.

Interflora services in relation to the purchase of flowers are highly developed with the assistance of a large range of communication tools. The group has adapted its functioning according to the new consumer lifestyle. The Interflora service is available 24 hours a day, 7 days a week and is just a call away. The customers can also put in their orders on the Interflora website.

This group has a free phone number that has been operational since 1989. The online purchasing is the most convenient type and is favored by a huge chunk of customers and is ranked number one in terms of sales; second comes the free phone number service.
People below the age of 30 have been identified as the segment of the demographic consumer base which regularly visit this website and enjoy the services offered by this group.

You can also place an order via the minitel (3615 Interflora) at any moment during the day; the payment can be made safely via credit card as this facility is secured with the Facitel system. But this channel of receiving orders has proved to be non profitable way for Interflora since the development of its website,; however, this means of communication continues to exist to provide an alternative ordering system.

Moreover, you can also order through your cellular phone (Orange or Bouygues with the "kiosques"): through the Bouygues service. This telecommunications channel greatly enhances the development of Interflora's business.

These unique ways of communication (that are really simple) have made the brand immensely successful. Now, one need not set aside time from their busy schedule to plod along to the neighboring florist to wait in queue to order a bouquet. Now, the flowers of your choice can be delivered right at your doorstep just by picking up the phone or clicking the mouse.

Tags: Interflora group, E-marketing in the florist business, online communication tools

Extraits

[...] The florist The florist who will execute the order and deliver the flowers is selected by the Interflora Company. There is a legal agreement between the two companies. The florist has to entirely satisfy the customer by making the bunch as he/she wishes (quality and price). Moreover, the flowers will depend on the season and supplying. If the bunch cannot correspond to the order, the florist has to inform Interflora who will send an email with explanations to the customer. [...]

[...] That permits to know the person that surf on the Interflora website to have a general vision, and those who are really interested in a purchase. Promotional effectiveness: Number of initiative dialogue (those who spent at least 5 minutes) divided by the number of seeking information. Offer the opportunity to divide consumers that look for more information and details. And they are thinking of which bunch can be the most appropriate. Purchase effectiveness: Number of placing order divided by the number of initiating dialogue. [...]

[...] The receiver The receiver needs to sign in the delivery certificate when he/she receives the flowers. If not at home, he/she will have to move to the flower shop to get the bunch and, if he/she is coming too late and the bunch is faded, the order is considered as realized. If the receiver is not satisfied, he has to tell his critics to the florist until 24 hours after the delivery. If after this step the consumer is always unsatisfied, he can write to Interflora Company We have described how Interflora making its business, we are going now to realize a better description of its e-business policy to understand the added value that the systems bring to the company. [...]

[...] The florists have to cope with the prices given by Interflora on the website. This method prevents customers from abuses about prices. This way of pricing is an efficient tool increasing the control of the members by Interflora. Special prices are also developing on the web site in order to attract the consumer and to make theme loyal to its e-system. The policy of prices homogenization is moreover necessary because that permits the customers' trust to the brand. E-Distribution The impact of e-commerce on the distribution management was also a key point in the development of the web site strategy. [...]

[...] All this elements have permits to boost the sales of Interflora web site. We can now describe how the company has implemented its e-system in order to be most successful as possible, and respond to the trends of the market. Description of the e-business implementation Product and customization The look and freshness of flowers are probably the most important features that need to be take care by the company. Indeed, the flowers products are fragile and require high level of quality. [...]