Who
Teleflorist is the largest florist membership network in the UK. They provide relay facilities both nationally and internationally to their network of member florists as well as selling direct to the consumer through their web site and call centre.
Objectives
With a weak average enquiry to order (conversion) ratio, develop an understanding of the market dynamics to enable the development of a system and platform that will improve the conversion rate.
Considering the investment being spent through digital channels over time, return on investment has been poorer than it should have been, so we needed to maximise the potential of the online channel.
To allow an increase in average order value (AOV).
To encourage an increase in frequency.
To evolve and develop the brand into one that is progressive and consumer focussed.
Solution
With very little or no fact on purchase information being available, we conducted a full research programme involving user testing, call centre listening and observing purchase behaviour in florists and supermarkets.
This gave us real understanding of consumer purchase patterns though the different channels as well as invaluable insight into purchase drivers.
From this we developed complete wireframes for the consumer site including visuals for the look, feel and tone of an interim site that doubled conversion rates overnight. Second stage site development is to follow later in 2009.
