$18 million USD
1
Melbourne, Australia
Retail
B2C
Interflora Australia faced the necessity of updating its technological infrastructure to stay competitive in a rapidly evolving eCommerce landscape, especially highlighted by the wake-up call of the COVID-19 pandemic.
However, improving the online customer experience for a business centered around emotions and sentiments, like buying flowers, within the digital world posed significant challenges. Capturing the essence of the flower-buying experience online, where fragrance and touch are absent, required innovative solutions that a homegrown platform wasn't able to meet.
Interflora Australia embarked on a comprehensive digital transformation journey, recognizing the need for a top-to-bottom overhaul of its systems. Partnering with commercetools, the company embraced the architecture of composable commerce, tailoring solutions to the unique requirements of florists.
This strategic move facilitated seamless order management, customization of the eCommerce experience, streamlined operations, and enhanced communication and collaboration between the contact center and florists.
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
The success of Interflora Australia's digital journey can be attributed to several factors. First and foremost, by leveraging commercetools' capabilities, the team optimized order management, ensuring every bouquet reached its intended recipient flawlessly, direct from their local florist. The ability to customize the eCommerce experience empowered florists to showcase their individuality, fostering customer loyalty and satisfaction.
Moreover, Interflora Australia implemented cost-saving measures through dynamic delivery fees and regional pricing, resulting in significant overhead reductions. The integration of Dynamics 365 for case management enhanced communication between the contact center and florists, elevating customer service standards.
Looking ahead, Interflora Australia aims to explore AI integration for personalized customer experiences, expand international partnerships and enhance customer engagement further. With innovation as their guiding principle and commercetools as their trusted partner, Interflora Australia is poised for continued growth and success in the digital flower market.
Handles shopping cart operations, including adding, updating, retrieving items and handling checkout processes.
Manages and interacts with customer data, such as creating, updating, retrieving and deleting customer information.
Used to represent and effectively map the sellable goods in an eCommerce project.
