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Having made subscription a lever for repeat sales and customers loyalty in France, the flower delivery platform is unveiling priorities for Europe. Marta Lucas, Group Head of Relationship Marketing, presents her roadmap. It includes a roll-out of subscription in Italy, business messaging tests with Whatsapp in Southern Europe and optimisation of e-mailing campaigns with Notify.
An omnichannel model par excellence, with a platform linking customers and partner florists, Interflora (a subsidiary of MyFlower, controlled by the PAI Partners fund since 2021) is continuing with a subscription offer: Interflora+. Launched in France in 2017, then in Spain, the impact of the subscription has been significant in terms of customer loyalty and also purchasing frequency.
“In France, this annual subscription costs €24.9 per year and provides unlimited free delivery for 12 months,” Marta Lucas, Group Head of Relationship Marketing, told mind Retail. “It is profitable from the second order. In France, 20% of our active customers signed up, and these customers are ordering more”.
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Article authors
Sophie Baqué
Chief Editor of mind Retail