Customer case study:

The challenge

Interflora is the world's biggest flower delivery network, with a network of 1,800 florists throughout the UK and Ireland. Their business revolves around key dates in the calendar. In the past, they have used traditional media to promote these events, including press adverts, direct mail, email and banner adverts. Our challenge was to come up with a more innovative, personalised and cost-effective way to reinforce their Christmas trading period. They wanted to be able to target customers based on previous purchase information and segment them in a variety of ways to send different messages at different times.

The answer

We began by carrying out a review of Interflora's communications strategy. This enabled us to develop a methodology that would fit seamlessly with their existing communications. The result was a two-week SMS campaign to run alongside their direct mail and email campaigns. Each segment was targeted with personalised messages based on the customer's previous order history.

The difference

By any measurement, the SMS campaign was a stunning success. Conversion of recipients was measured at 10%, which is unusually high for any marketing campaign.

The next step

As is often the case, our initial success has led to a growing relationship. We now work with Interflora not only on Christmas promotions, but all major events and occasions. We have also developed a bespoke application that automatically picks up customer information and sends personalised marketing messages based on their previous buying behaviour.