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    Interflora

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    jaasaa
    Interflora, the leading UK florist network, faced increasing competition and sought concise business advice to provide its 1,800 members. It commissioned Business Hotline Publications to develop brief factsheets on key business topics such as managing peak periods and staff. The factsheets communicated best practices across the florist network and supported Interflora's new central marketing service. They addressed challenges florists faced in a clear, actionable way. Interflora saw quick wins in sales and highlighting their strengths of products, design, and service through these targeted factsheets.

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    Interflora

    Uploaded by

    jaasaa
    77 views1 page
    Interflora, the leading UK florist network, faced increasing competition and sought concise business advice to provide its 1,800 members. It commissioned Business Hotline Publications to develop brief factsheets on key business topics such as managing peak periods and staff. The factsheets communicated best practices across the florist network and supported Interflora's new central marketing service. They addressed challenges florists faced in a clear, actionable way. Interflora saw quick wins in sales and highlighting their strengths of products, design, and service through these targeted factsheets.

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    Interflora, the leading UK florist network, faced increasing competition and sought concise business advice to provide its 1,800 members. It commissioned Business Hotline Publications to develop brief factsheets on key business topics such as managing peak periods and staff. The factsheets communicated best practices across the florist network and supported Interflora's new central marketing service. They addressed challenges florists faced in a clear, actionable way. Interflora saw quick wins in sales and highlighting their strengths of products, design, and service through these targeted factsheets.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    77 views1 page

    Interflora

    Uploaded by

    jaasaa
    Interflora, the leading UK florist network, faced increasing competition and sought concise business advice to provide its 1,800 members. It commissioned Business Hotline Publications to develop brief factsheets on key business topics such as managing peak periods and staff. The factsheets communicated best practices across the florist network and supported Interflora's new central marketing service. They addressed challenges florists faced in a clear, actionable way. Interflora saw quick wins in sales and highlighting their strengths of products, design, and service through these targeted factsheets.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 1

    Case study

    Coming up roses with Interflora

    Interflora, the UK’s leading network of florists, faced an increasingly


    competitive market.To protect its No 1 position, the £120m business
    recognised it needed concise, practical business advice for its 1,800 florist
    members.
    Using Business Hotline Publications’ expertise and
    no-nonsense business factsheet format, Interflora has
    been able to communicate consistent best practice
    across its florist network, while at the same time
    initiating a central marketing service for UK
    members.

    The full story


    Steve Richards joined Interflora as • Increasing retail sales business, draw out the key points that
    CEO in Autumn 2003 to develop its • Increasing sales to local businesses would help our florists and convey
    core UK business. Like many market • Managing peak periods them very clearly.”
    leaders, Interflora faced increasing • Managing staff Interflora are keen for its florists
    competition, in their case from • Database marketing to understand and work more closely
    supermarkets, garages and online The briefings succinctly address with its central strategy. Lyn Davies,
    florists. the challenges florists face and Head of Brand explains:“We were
    Steve emphasises the point:“Our provide clear actionable guidance. developing a central marketing
    florists were having a tough time… I Experts from the Interflora network service for our florists to use.The
    needed to provide them with some reviewed each briefing to verify the briefing on database marketing
    relevant support to help them accuracy of the information and became a vehicle to explain our
    survive and thrive.We identified key relevance of the language, communications service and process.
    business topics where we could gain terminology, and business processes. It explained to the florists how to
    some quick wins and highlight our Communications Manager, Jill capture details from customers, and
    USPs: fantastic products, excellent Morris picks up the story:“Our bi- then pass them through to us
    design and personal service.We monthly magazine, Mercury, already centrally, so we could mail customers
    commissioned BHP to research and includes articles on business topics, on behalf of the florists. Getting the
    develop a set of briefings that shop and including the briefings was a briefing content and the tone right
    managers could read quickly and use perfect fit.We knew and liked the was very important to us and BHP
    immediately to make a practical format of the Directors’ Briefing got this just right.”
    improvement to their business.” business factsheets, and so only made
    Drawing from the real-life minor modifications to the design to For more ideas on marketing using
    experience of Interflora florists, BHP suit our brand. BHP was able to business advice as the tool, contact
    developed five briefings: capture the complexities of our Mick Dickinson on 0117 904 2224

    240a Lavender Hill Clapham Junction London SW11 1LE


    T 020 7924 1137 F 020 7585 1632 E info@businesshotlinepublications.co.uk
    www.businesshotlinepublications.co.uk

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