From simplifying order management to reducing eCommerce costs, Interflora Australia's story serves as an inspiring example of how embracing composable technology can unlock new opportunities in online retail. So, what are the secrets behind Interflora Australia's remarkable transformation?
Interflora Australia operates as a retail relay system rather than a traditional florist. With a membership-based structure, it boasts more than 500 florists across Australia, functioning as individual distribution centers. This decentralized model enables same-day delivery by connecting orders directly with local florists.
Initially operating via telephone in 1954, the company later transitioned to using green screen terminals for order management before embracing PCs and online portals for greater efficiency. In 2015, they made a significant technological leap by providing florists with an online portal, although it was built on an older, homegrown infrastructure. Then in 2023, the company started on a project to update their systems for better functionality and accessibility — and that's where their digital transformation journey began.
When we really got the hood open [on the business] and started looking around at what we needed to do, there were a lot of unique requirements because of the membership model that we had to cater to. It became really obvious at the start that this wasn't just a cloud migration project. It wasn't upgrading a couple of servers. It was a top-to-bottom kind of overhaul, and not just the commerce systems but also the systems being used within the business as well. That’s why we started looking at composable — and there were a combination of requirements that really made commercetools stand out.
CIO, Interflora Australia
Understanding the unique eCommerce needs of florists
Florists have a unique gig in the world of eCommerce. They're not just selling products; they're selling emotions. Think about it: When you buy flowers, it's not just about getting something pretty; it's about sending a message, whether it's "I love you," "I'm sorry," or "Congratulations." So, for a company like Interflora Australia, improving its online customer experience wasn't just about setting up a digital storefront; it was about capturing the essence of what makes buying flowers so special.
But let's be real. Turning a beautiful bouquet into pixels on a screen isn't easy. You've got to convey the beauty, the sentiment and the fragrance — all without any of those actual things. Tricky, right? That's when Interflora Australia teamed up with commercetools and embraced the architecture of composable commerce. And that's where the company’s journey gets really interesting.
From a risk-averse company with an aging digital footprint to embracing the most modern eCommerce technology out there, let's unearth how Interflora Australia tackled the unique challenges of selling flowers online and emerged as a leader in the digital flower market.
We didn't want to make the same mistakes as we did in 2015. This was a really good opportunity to catch up to our competitors. COVID-19 really showed us that we were behind with our technology. Financially, it was a good period, obviously, sending flowers. We kind of built up a bit of a war chest. So, we realized we needed to use that to do something to move forward. And, not just the commerce systems but also the systems being used within the business as well. So yeah, that's why we really started looking at composable. So, you may think that we may not be the natural fit for composable. When you look at it, we certainly are. But we certainly needed the right partner and the right expertise.
CIO, Interflora Australia
Seamless order management
Like arranging a stunning bouquet, Interflora Australia seamlessly integrated commercetools into its eCommerce infrastructure. One of the biggest perks? Order management. With commercetools, Interflora Australia has the power to track every order, manage inventory like a pro, and ensure that every bouquet and hamper finds its way to the closest florist so the recipient receives the freshest product, direct from their local florist.
But it's not just about keeping tabs on orders; it's about making sure those orders are fulfilled flawlessly. And that's where commercetools really shines. With features like real-time inventory tracking and automated fulfillment processes, Interflora Australia now has the confidence that each order is being sent to the best possible florist to not only fulfill the entire order but deliver on time, to any location.
The impact? Well, let's just say it was like adding a dose of plant food to their order processing. By streamlining operations and boosting efficiency, commercetools helped Interflora Australia take its eCommerce garden to the next level. No more scrambling to fill orders or frantic phone calls to florists; just smooth sailing from checkout to doorstep.
Customizing the eCommerce experience
In terms of customization, let's start with inventory. Just like a florist curates their collection to reflect their own style and taste, Interflora Australia's florists could pick and choose which blooms to showcase on their digital shelves. No two florists are the same, and with commercetools, they could let their individuality shine through.
But it didn't stop there. Interflora Australia's florists could also customize their delivery areas and pricing. Maybe one florist was happy to deliver within a 10-kilometer radius but needed a little extra cash for those out-of-the-way locations. With commercetools, they could set their own terms and let customers know exactly what to expect.
The best part: These customization features weren't just about making life easier for the florists; they were about creating unforgettable experiences for customers. Whether it was knowing that their favorite florist stocked their go-to blooms or seeing that delivery to their remote hometown was no problem at all, commercetools also helped Interflora Australia deliver smiles, one bouquet at a time.
Streamlining operations and reducing eCommerce costs
Let's talk dollars and sense – because when it comes to eCommerce, every cent counts. With commercetools in their toolkit, Interflora Australia didn't just transform their operations; the company also trimmed the excess from their budget.
First up: Cost-saving measures. Imagine this scenario: You're ordering flowers for your mom's birthday, and you live on the outskirts of town. In the past, you might have been hit with a hefty delivery fee — but not anymore. Thanks to commercetools, Interflora Australia introduced dynamic delivery fees. Translation? You pay for what you get, no more, no less. It's like ordering an Uber, but with flowers.
And let's not forget about regional pricing. Australia may be one big island, but the cost of doing business varies from city to city. With commercetools, Interflora Australia can now adjust prices based on location, ensuring fairness for customers and florists alike, so it's a win-win situation.
But it's not just about saving a few bucks here and there; it's about optimizing operations from top to bottom. With commercetools keeping things running like a well-oiled machine, Interflora Australia has streamlined its processes and reduced overhead costs to the tune of thousands of dollars a month. From dynamic delivery fees to regional pricing, every feature adds up to big savings — and that's music to any CFO's ears.
So, the next time you're crunching numbers or ordering flowers for a loved one, remember this: Behind the scenes, commercetools is making magic happen, one transaction at a time. And when operations are streamlined and costs are down, everyone — from customers to florists — comes out smelling like roses.
Enhancing communication and collaboration
Now, let's talk about how commercetools became the ultimate matchmaker, bringing Interflora Australia's contact center and florists closer together than ever before.
Let's consider when a customer calls up the contact center with a query about their order. In the past, it might have been a game of phone tag between the contact center and the florist, leaving everyone feeling a bit frazzled. But thanks to commercetools, those days are as wilted as last week's bouquet.
With commercetools composable approach, Interflora Australia seamlessly integrated Dynamics 365 for case management and query resolution. In plain English, this means that when a customer calls in with a question or concern, the contact center can create a case in Dynamics 365 fast, which is smooth, seamless and with zero dropped calls.
With improved communication between the contact center and florists, customer service excellence is no longer just a pipe dream – it's a reality. Gone are the days of customers left hanging on the phone, wondering where their order went astray.
But it's not just about keeping customers happy; it's about streamlining operations too. With commercetools doing the heavy lifting, the contact center can focus on what they do best – delivering top-notch service with a smile. And as for the florists? Well, they can breathe a sigh of relief knowing that help is just a click away.
The world is our oyster. We've just changed from a 'no' business to a 'yes' business. You know, no one wants to work in an organization where people have really good ideas and you can see them getting frustrated because every time they want to do something, or so often can't do it, the technology won't allow it. It doesn't have to be massive big things, but little things like that, which we couldn't ever do before. Now, everything's possible. All that stuff we couldn't do with referrals, loyalty, gift cards and stuff — we're saying yes now, but we have to start prioritizing because there's so much that we can do.
CIO, Interflora Australia
Looking ahead: Future innovations and expansion
The future is bright, and with commercetools by their side, Interflora Australia is poised for even greater heights. So, what's on the horizon?
First up, AI integration. Imagine a world where your flower order is personalized based on your preferences, budget and occasion – all thanks to artificial intelligence. With commercetools, Interflora Australia is exploring the possibilities of AI-driven customer experiences, ensuring that every bouquet is a perfect match, every time.
International partnerships are also on the agenda. With commercetools already powering other Interflora platforms across the globe, Interflora Australia is eyeing collaborations with their counterparts in the UK, France and beyond. It's a small world after all — and with commercetools, Interflora Australia is ready to spread its petals far and wide.
Interflora Australia is also keen on enhancing customer engagement. From digital card messages to personalized video greetings, Interflora Australia is looking to take customer interactions to the next level. Because in the world of eCommerce, it's not just about transactions – it's about creating memorable moments that last a lifetime.
So, what does the future hold for Interflora Australia's eCommerce platform powered by commercetools? The sky's the limit. With innovation as its compass and commercetools as its engine, Interflora Australia is charting a course towards a brighter, bolder future.
To learn more about Interflora Australia and its migration to commercetools, read the customer story.