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
[...] 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. Since 2001, Interflora has also expanded its service to the enterprises which represent a high potential of customers for the company. [...]
[...] E-distribution The impact of E-commerce on the distribution management was also a key point in the development of the website strategy. Although the company expands its network, the logistics of the distribution stay the same. The logistic costs and the transaction costs do not vary anymore. However, the costs of information are decreasing as everybody is using his/her own internet access or the public one. Furthermore, the number of instances where the order is placed via telephone has been decreasing over time due to the shift from the traditional consumer behavior, website purchasing. [...]
[...] Interflora with respect to the French market The S.F.T.F (Societe Francaise de Transmissions Florales) Interflora: The S.F.T.F had a capital of €4,271,494 (2006) and represents the Interflora brand in France, Monaco and in Dom Tom. The current CEO is Felix Hazak. This company is in charge of the effective application of the Interflora rules in order to provide the best flower services in France. Interflora is the leader in its market with high number of orders during the same year coupled with high performance of its network service. [...]
[...] Importance of E-business for Interflora The potential of Internet First of all, Interflora is the market leader in the flower delivery segment. Its establishment online has given it a strong positioning, with potential to vastly develop in the future. Secondly, the internet population is growing rapidly and presents a new potential consumer segment. In the present day, the Internet has emerged as a tool for the younger generation to make purchases on different domains, even flowers. Thirdly, the French leisure society considers any time saving act valuable and necessary, which is why the online world is gradually becoming the favorite mode of consumption for customers. [...]
[...] - Moreover, consumers are more attracted to this group compared to its competitors, as Interflora was a pioneer in the development of online bouquet orders. - Finally, Interflora can reach new consumers who were not used to buying flowers in the past; with the help of Interflora website they can order flowers more easily. With respect to personal selling: - The company's website can reach the expectations of its different customers more easily, with its FAQ system. - The company can also offer more proximity to its consumers because the company can collect data on each of its consumers when he visits the site. [...]
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