Interflora, the world’s largest flower delivery network, is quite active from a marketing point of view. I think for those who have already ordered flowers for a delivery, Interflora must have the highest brand awareness rate. Interflora operates worldwide, it is a real global company. For those who don’t know (I am sure that few people knew it), Interflora today is composed of 3 units:
– The Fleurop-Interflora, which includes 17 European countries : Germany, Austria, Belgium, Danmark, Spain, finland, France, Greece, Hungary, Israel, Italy, Norway, Holland, Poland, Sweden, Switzerland and Turky. It’s headquarter is settled in Zurich.
– The British Group, which includes South Africa, Australia, The United Kingdom, New-Zealand, Ireland, Indonesia and China.
– FTD USA, which resembles the North and South American networks, Japan, Corea, China’s Taiwan and Philippine.
Each of the three units has 33.3% of stocks of the Interflora Inc. whose headquarter is near Chicago.
After this quick review of the company’s structure, what I want to talk about here is the partnership of Interflora UK with Tesco Direct, the British leading grocery. The project is about the creation of a website, www.tescofreshflowers.com, where the entire range of flowers of Interflora is available for “Tesco Direct’s customers”, with prices starting at £19.99.
Personally, I first thought it was a little strange to say “Tesco’s customers” because everyone, even you have never bought anything on Tesco Direct’s website, can buy flowers on this co-branded website. However, to know the existence, you must go first on the Tesco’ s website where the partnership is announced. So for Tesco Direct, the benefit of this partnership is to extend their product range and to give more service and develop loyalty of their customers.
My question is, then, what is the benefit for Interflora to create this website, which is nearly a copy of the Interflora UK website ? To earn visibility and brand awareness, certainly. The collaboration between two leading brands brings their customers to each other, especially for online companies which are good at CRM. A good case of corporate marketing.