Interflora: Mobile e-commerce site
Interflora is the world’s largest and most popular flower delivery network, delivering to over 140 countries worldwide. Here in the UK, Interflora British Unit were keen to develop their online presence, to allow customers to view and order gifts via mobile web technology - with the possibility of same-day delivery.
Web: m.interflora.co.uk
Site design: Katapult
Solution
Interflora is the world’s largest and most popular flower delivery network, delivering to over 140 countries worldwide. Here in the UK, Interflora British Unit were keen to develop their online presence, to allow customers to view and order gifts via mobile web technology - with the possibility of same-day delivery.
Capture a new market
Interflora is the largest flower delivery network in the UK, globally recognised for their creativity, experience and guaranteed quality. They are a multichannel retailer, taking orders via web, telephone and via its network of over 1,800 florist shops here in the UK & Ireland.
Interflora had already gained an understanding of the m-commerce opportunity through a number of network-specific m-commerce systems on network operator portals. With consumer awareness of mobile internet having grown significantly since the launch of their pilot sites, Interflora wanted to launch a mobile ordering service that was not network, nor device specific.
Order on the move
One of the first obstacles was to design a website that catered for the reduced viewing size of the mobile screen. Interflora were not aware of the profile of the devices that would actually make use of the service, so for launch wanted to ensure maximum accessibility. The web design company Katapult was commissioned to produce the designs for Interflora.
Simple drop down menus were used to increase search speeds and direct the customer to suitable products via minimal clicks. Once a gift has been chosen, the customer is taken through quick access menus to customise & order their gift – including specifying delivery date and adding a message to be sent with the gift. Payment is taken using an invisible connection to Interflora’s payment gateway. Finally, once placed, order confirmations sent to the customer via SMS and email.
Mobile management
Interflora needed a system that would make the most of the limited mobile screen size, so Xibis created a full administration system to allow full and easy control of the website.
Products can be added and imported from the main Interflora admin system to make updating easy. The system allows product promotions to be designed and scheduled ahead of time so they appear for specific events like Valentine’s Day. The website also has a real time delivery system that changes delivery availability depending on the date and time of order placement.
The mobile website also features a bespoke analytics tool to help Interflora analyse the performance of marketing. In addition, Xibis added bespoke extensions for further mobile specific analytics to help understand customer behaviour within the site together with the device they used to access.
The best things about working with Xibis according to Interflora:
Xibis listened to our requirements and promptly returned with a solution which had been well thought through, addressing technical, operational and customer considerations. Given the infancy of mobile internet, rest aside m-commerce, many of the items we were asking Xibis to undertake required significant research and problem solving.
Development and management of this project was undertaken with great attention to detail - with a level of passion and enthusiasm which is fantastic to find.
Xibis demonstrate a proactive ‘can do’ attitude with realism. A diligent team who demonstrate a talent beyond simply coding a site.