Interflora reveals ‘boldest reinvention in 100 years’

Interflora has unveiled new plans to pivot its business towards a younger audience.

The Sleaford-headquartered flower delivery company says the 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 network of 1,000 local florists in the UK and Ireland

Davies added: “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 – with the firm saying it 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 advert that is currently running across Sky, TV, C4 and spots on the newly-established Amazon Prime advertising schedule.

The campaign also includes advertising across London and the regions.

As part of its repositioning project the brand is also looking to improve other business areas including its delivery experience through a partnership with FarEye as well as a florist accreditation scheme for its network.