With the world in disconnect, and Australians only beginning to warm up to interstate travel, this homegrown business continues to convey the messages we can’t yet deliver in person.
While many industries saw a significant downturn during 2020 – many of which are still struggling to get the cogs turning again – one which blossomed, despite the chaos, was the flower delivery industry. To celebrate the highs and commiserate the lows, Australians needed a brand they could rely on to send flowers and message of hope to loved ones. And so, as they have for 67 years, Interflora stepped up to the plate.
“As people were separated due to lockdowns and border closures, flowers became more important than ever,” says Gerry Gerrard, CEO of Interflora Australia. “Sending flowers was the absolute diadem of being able to say I am thinking of you and I am missing you.”
Interflora Australia is a leader in the floral industry and is part of an international network of qualified florists operating in 150 countries around the world. What sets the business apart from the rest is the highly selective network of 700 Member florists. “Based in the suburbs, High Streets and shopping centres of Australia, each arrangement is made to Interflora’s ‘recipe’ by a local qualified florist and delivered to your recipient,” says Gerrard.
Supporting local florists and suppliers became paramount throughout the tough 12 months since March 2020. “We were so pleased that we were able to support the industry – growers, wholesalers, florists, couriers – whilst simultaneously, supporting our florists in their retail shops, says Gerrard. “It was a tough time, a hard time, but we made it through.”
Beyond flowers, Interflora offers a wide selection of delectable chocolates and Australian and imported wines, as well as Wine in a Glass and Miffy rabbit plush toys exclusive to Interflora. To truly spoil someone special, customers can opt for a gourmet hamper, handcrafted by Interflora’s florists. Adding a further level of indulgence, the Interflora Luxury Hamper Collection offers something for every occasion.
The gift of giving back
Interflora may be Australia’s go-to brand to send flowers with, but it’s far more than just business for them. The company’s social arm supports various charitable organisations by providing essential funding towards their goals.
“We have been partnering with Ovarian Cancer Australia, the National Breast Cancer Foundation and the Prostate Cancer Foundation of Australia, by creating specific arrangements and bouquets, carrying the respective charity’s logo. This helps our customers know exactly what we are doing and who we are supporting.”
These partnerships alone have resulted in more than $100,000 in donations. Other fundraising campaigns, such as those with the Children First Foundation, Motherless Daughters and the Royal Botanic Gardens Victoria with an exclusive selection of native arrangements, have also resulted in significant donations and raised awareness for the important causes they represent.
“It is a really important part of our business and we are deeply committed, in a genuine way, to helping where we can,” says Gerrard.
Celebrating Australian native flowers
While no one would turn down a bouquet of roses and tulips, those with an affinity for native plants are spoilt for choice. Interflora’s network of expert florists source stunning, in-season natives and wildflowers from local growers, tied up with a beautiful burgundy bow.
“To understand how lucky we are to be able to have beautiful natives, we have joined forces with the Royal Botanic Gardens Victoria with a special native collection,” says Gerrard. “The partnership assists the Gardens in providing gorgeous green spaces for the people of Melbourne and Victoria.”
The new way to send flowers
In addition to their industry leading delivery and customer experience methods, Interflora is also innovating in the ecommerce space. “We are constantly introducing new, contemporary products, arrangements and bouquets, so as to keep our Collections fresh – pardon the pun,” says Gerrard.
Interflora has introduced Buy Now Pay Later (BNPL) options with AfterPay and Zip to allow customers even more flexibility and convenience when purchasing a gift for a loved one. The business is also harnessing the power of social media and content marketing to attract new customers and maintain its status as a best-in-market florist.
“Interflora has reinvented itself many times over its nearly 70-year journey and the coming years will be no different. But what we will never change, is our service, our fresh flowers, our florists and our Interflora Guarantee, says Gerrard. “We love flowers. We love what they mean to our customers.”
To learn more, visit interflora.com.au
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