Interflora has unveiled bold new plans to pivot its business in order to better appeal to a younger audience and safeguard the future of florists on the high street.
The flower delivery company is undertaking a program of change to reposition itself in the hearts and minds of consumers.
The need for change was prompted by extensive market and consumer research that lasted over a year and laid bare the challenges the business faced from changing customer habits and a general contraction in the market.* The key objective is to better engage with an under 45s female audience.
Lyn Davies, Consumer Director at Interflora British Unit, said: “We know that young females are driving the market but research told us this group had some misconceptions about our brand. Many saw us as corporate and old-fashioned – essentially not a brand for them. It was an uncomfortable truth but one we had to face up to.”
“The current financial climate is tougher than ever, more competitors have entered the flower delivery market, and the high street faces challenges of its own. However, there was some positive news in all of this. When we looked at what the younger audience wanted from a gifting provider – a locally made product that could be personalised – we found our brand perfectly placed to help.”
Interflora has a community of 1,000 local florists in the UK and Ireland and a product offering that enables the customer to make special requests such as for the inclusion of a favourite flower, making an Interflora bouquet a truly personal way to gift.
Davies adds: “We believe our business model makes us uniquely positioned to answer consumers preferences, but we recognised the need to repackage what that looks like to appeal to a younger audience. This led to the development of a new brand platform for us.”
Say More is Interflora’s new brand platform and aims to communicate its differentiation in the market to consumers. As part of that campaign the brand is returning to TV with a 60 second brand film that is currently running across Sky, TV, C4 and spots on the newly established Amazon Prime advertising schedule.
The campaign also sees bold and bright OOH advertising across London supported by regional OOH. The regional ads, which appear across cities including Birmingham, Manchester, Edinburgh and Liverpool feature real florists from the locality to drive home Interflora’s florist made USP.
Heroing florists is something that consumers can expect to see much more of across Interflora’s content which has recently expanded into new channels such as TikTok, as the brand outwardly celebrates the individuality of the real people in its network plus its two hundred head office employees who work hard to make beautiful things happen every day.
As part of its repositioning project the brand is also looking to improve other business touch points including its delivery experience through a partnership with FarEye as well as a florist accreditation scheme for its network.
Interflora has also recently introduced two new collections to its product offering – Trending and Beautifully Simple – designed to appeal to a younger audience. The Trending range for spring takes cues from the Pantone Colour of the Year, Peach Fuzz and includes fashionable dried flowers whilst the Beautifully Simple range has been designed for those preferring a pared back aesthetic.
