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e-business in the development of Interflora - Case study

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  1. Company presentation
    1. Interflora company
    2. Interflora on the French market
    3. How the company works
  2. Importance of e-businness for Interflora
    1. The potential of Internet
    2. Results of this web implementation
  3. E-Business Supplies a competitive advantage to the firm
    1. Mass customization
    2. Key points on the successful e business of Interflora
  4. Description of the e-business implementation
    1. Product and customization
    2. E-Pricing
    3. E-Distribution
    4. E-Promotion measurement

Our study will focus on Interflora with respect to the French market. The French website will have interface with all other region based Interflora websites throughout the world, so as to ensure prompt and efficient global deliveries.

Interflora is the largest flower delivery company by which flowers can be purchased and delivered throughout the world. This group of organizations entails network development to link florists across the globe to make deliveries to the customers.
Composed of approximately 60,000 florists worldwide delivering flowers to 140 countries (from China to Russia, the USA to Europe), all stores under the Interflora brand have the same way of doing business, to compete worldwide.

? Fleurop Interflora is located in 17 countries: Germany, Austria, Belgium, Spain, Denmark, France, Finland, Greece, Hungary, Israel, Italy, Norway, Poland, the Netherlands, Switzerland, Sweden and Turkey
? British group is composed of all the Commonwealth countries: South Africa, Australia, Britain and New Zealand.
? FTD USA consists of American Network, Korea, Taiwan and Philippines network.

These following groups are controlled by Interflora Inc. located in the United States. The responsibility for the future development and efficient transmission of orders are divided among the florists across different regions. Though they all have different names, the florists operating under this common banner are committed to the high level of quality and service that reflects the values of Interflora Corporation.

Interflora services in relation to the purchase of flowers are highly developed with the assistance of a large range of communication tools. The group has adapted its functioning according to the new consumer lifestyle. The Interflora service is available 24 hours a day, 7 days a week and is just a call away. The customers can also put in their orders on the Interflora website.

This group has a free phone number that has been operational since 1989. The online purchasing is the most convenient type and is favored by a huge chunk of customers and is ranked number one in terms of sales; second comes the free phone number service.
People below the age of 30 have been identified as the segment of the demographic consumer base which regularly visit this website and enjoy the services offered by this group.

You can also place an order via the minitel (3615 Interflora) at any moment during the day; the payment can be made safely via credit card as this facility is secured with the Facitel system. But this channel of receiving orders has proved to be non profitable way for Interflora since the development of its website,; however, this means of communication continues to exist to provide an alternative ordering system.

Moreover, you can also order through your cellular phone (Orange or Bouygues with the ?kiosques?): through the Bouygues service. This telecommunications channel greatly enhances the development of Interflora's business.

These unique ways of communication (that are really simple) have made the brand immensely successful. Now, one need not set aside time from their busy schedule to plod along to the neighboring florist to wait in queue to order a bouquet. Now, the flowers of your choice can be delivered right at your doorstep just by picking up the phone or clicking the mouse.

Tags: Interflora group, E-marketing in the florist business, online communication tools

[...] This telecommunications channel greatly enhances the development of Interflora's business. These unique ways of communication (that are really simple) have made the brand immensely successful. Now, one need not set aside time from their busy schedule to plod along to the neighboring florist to wait in queue to order a bouquet. Now, the flowers of your choice can be delivered right at your doorstep just by picking up the phone or clicking the mouse. Since 2001, Interflora has also expanded its service to the enterprises which represent a high potential of customers for the company. [...]


[...] E-distribution The impact of E-commerce on the distribution management was also a key point in the development of the website strategy. Although the company expands its network, the logistics of the distribution stay the same. The logistic costs and the transaction costs do not vary anymore. However, the costs of information are decreasing as everybody is using his/her own internet access or the public one. Furthermore, the number of instances where the order is placed via telephone has been decreasing over time due to the shift from the traditional consumer behavior, website purchasing. [...]


[...] The option for the creation of a personal perpetual calendar is available on Interflora website for the users. The online surfer can fill this calendar with the birthdays of his friends or family members and mark important days. Once this is done, the client receives a mail from Interflora to remind him of the special and important days. This mail is sent one day before the date - with a direct link to the Interflora website to encourage him to send a bunch of flowers to the person in question. [...]

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