Martin SmedingOnline/eCommerce Manager

Background:Founded 1923eCommerce 1995

Orders:58% online42% shops (730 shops)

wholesale Interflora Sweden

• Selling• Executing shop• Delivery• HQ

• AOV: 41 EUR• Every 3rd order

additional product

12 months

09.00

16.00

Zzz20.00

21.00

24h

2023-05-01

DECISION MOTIVATION ACT

HOW?

BPCS

Target audience

CHANNEL MIX

VISIONBRAND

PROMISE

International Marketing MeetingParis, 16-17 September 2014

International Marketing Meeting,Presentations 16 September 2014

Best Marketing Practice in ……. /Guest Speaker

Best Marketing Practice

Women that love flowers– Interflora’s core groupYounger spontaneous womenRomantic men

Cherishedqualitydelight

knowledgeableInspireExpression

LifestylePrice Sensitive Easy

Romantic occasionalcelebratory

Interflora - Target audience

16

MOTTO OF THE EVENTInternational Marketing MeetingParis, 16-17 September 2014

International Marketing Meeting,Presentations 16 September 2014

Best Marketing Practice in ……. /Guest Speaker

Best Marketing PracticeContent marketing – sales funnel

TOFUMOFUZMOTBOFU

Not in the market

Responsive group

Curious to know more

Willing to buy now

Become selectableBanner, TV, Outdoor, PR

Context Be attractiveBanner, DM, Magazine, blog,Social media, affiliates

Conversation EngageSEM, interflora.se “best flower service?”

Close the deal Simplify and respondInterflora.se (UX, GUI, SEO, PSP)

New customerExisting/loyal customer

Service, after sales, additional sales Maintain and confirmCRM

17

MOTTO OF THE EVENTInternational Marketing MeetingParis, 16-17 September 2014

International Marketing Meeting,Presentations 16 September 2014Best Marketing Practice

2011 2012 2013 2014

Trend analysis SEM interflora.se

Revenue Cost

30% of total revenue

18

International Marketing MeetingParis, 16-17 September 2014

International Marketing Meeting,Presentations 16 September 2014

Best Marketing Practice in ……. /Guest Speaker

19

MOTTO OF THE EVENTInternational Marketing MeetingParis, 16-17 September 2014

International Marketing Meeting,Presentations 16 September 2014

Secure and measure QS Mobile friendly solution (URL

m.interflora.xx) Call extension Site links Call outs Win the pixel war PLA Google Shoping Fixed monthly budget or variable

budget/cost Understand your margins CPA target (indicates max CPA and not all

orders will hit the CPA roof)

mCommerce & drive traffic to stores - omnichannel

4 863 ”Find a store”708 ”Click-to-call a store”143 Contact customer service via form138 Mail tol customer serviceSum leads: 5 852

”ROPO-model”(Research Online Purchase Offline)

5 852 interactions * 2% = 117 order117 order * 41EUR = 4 797 EUR

Trafic to stores/ Shop contacts

CRM – customer journey & customer dialogue

Company information

Communications

Segmentation

Statistics

Customer information

Trust pilot

Orders

Customer issues

Customer relation

Marketing

CRM

Newsletter

Loyalty program

Customer informationInterflora.se

Social media

Flower club

Member: 3,31Non Member: 1,22CVR…

A/B testResultatA - Original 3002 visitors (without colored input fields)B - Variant 2927 visitors (with colored input fields)

The winner is B . Version B +13% better CVR!

Test setup:20 minTestperiod: 7 days

Thanks!martin.smeding@interflora.se