Consumer
Software and technology
Modernising Digital Channels for Interflora’s Growth Across Europe
March 26 2025
How Interflora Scaled Performance Through Customer-Centric Strategy and Channel Optimisation
Interflora partnered with Singulier to lead a multi-market digital transformation aimed at accelerating growth, improving conversion, and building a scalable performance model. Facing rising pressure from digital-native competitors, the business sought to redefine its customer journeys, improve media efficiency, and reposition its brand across four key European markets—France, Italy, Denmark, and Spain.
The Business Challenge
With a well-established florist network and strong brand recognition, Interflora was well positioned to grow. The next step was to accelerate digital performance across core markets and unlock new efficiencies in customer acquisition. The business aimed to strengthen its competitive edge by aligning its marketing, customer experience, and channel strategy with evolving consumer expectations while building the digital foundations needed for long-term, scalable growth.
The Solution
Singulier supported Sector Alarm across all phases of its transformation, delivering a prototype-led, multi-dimensional roadmap to digital acceleration:
Market & Performance Benchmarking
Conducted a comprehensive analysis of market dynamics, trends, and competitor positioning. Interflora’s commercial performance was benchmarked against peers to surface gaps in share of voice, channel maturity, and growth levers.
End-to-End Journey Mapping
Redesigned both consumer and florist experiences by identifying friction points and optimisation opportunities throughout the funnel. Key gain points were prioritised to improve conversion and partner engagement across the platform.
Media Channel Audit & Forecasting
Audited paid media performance across search, social, and display. Delivered channel-specific optimisation recommendations and built forecasting models to evaluate potential impact on traffic, leads, and revenue.
Positioning & Brand Analysis
Assessed Interflora’s digital presence and messaging relative to competitors. Highlighted opportunities to sharpen positioning, differentiate value, and activate more effective content strategies across social and paid media.
Pilot Testing & Proof-of-Concept
Launched pilot initiatives—including a redesigned customer application journey—to validate the impact of SEO and paid search optimisations. Test results informed prioritisation and performance expectations for rollout.
The Results
Stronger Digital Foundations for Growth
Interflora’s transformation established a data-driven roadmap for digital performance improvement—enabling the business to scale more effectively across markets.
Conversion Rate Uplift Across Key Journeys
Refinements to the customer journey and channel performance unlocked measurable increases in conversion, reducing friction and improving acquisition efficiency.
Performance-Driven Media Strategy
Channel audits and forecasting models helped reallocate marketing budgets more effectively – supporting stronger ROI, particularly in high-potential markets like Spain and Italy.
Sharper Competitive Positioning
Benchmarking analyses across traffic, spend, and performance provided Interflora with a clear understanding of its standing relative to competitors. This enabled faster decision-making across markets and more targeted investment in high-impact channels.
Enabling Digital Acceleration in Portfolio Consumer Platforms
Singulier works with private equity funds and portfolio leadership to drive digital transformation in asset-light consumer businesses. From customer journey redesign to full-funnel media optimisation, we enable platform companies to shift from legacy models to scalable digital performance engines. Our work delivers measurable results and embeds the commercial capabilities needed to sustain them.
About Interflora
Interflora is a European leader in flower delivery, operating a unique marketplace model powered by a vast network of local florists. The brand is present in key markets including France, Italy, Denmark, and Spain, and is trusted by millions of customers for same-day gifting and premium floral experiences.
