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Interflora Increases Its Market Share With Similarweb Competitive Trackers

Interflora uses Similarweb data to track and analyze competitor sales, traffic patterns, and conversion data. This informs their strategies for entering new markets while ensuring continuous growth.

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About Interflora

Interflora is a flower delivery network, associated with over 58,000 affiliated flower shops in over 140 countries. It is a subsidiary of Teleflora, a subsidiary of The Wonderful Company. Interflora is comprised of a community of local artisan florists crafting beautiful blooms and delivering gorgeous gifts across the UK and internationally.

"We were blind in terms of analyzing demand in our market. Each of our target geos reacts differently to new consumer preferences. With Similarweb, we can track what's happening in real time and adapt accordingly."

Guillaume Humbert-Labeaumaz

Director – Group Ecommerce, Interflora

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The Challenge

Lack of competitor visibility in a dynamic marketplace

Because the floral industry is extremely fluid and dynamic, Interflora was blind when it came to an ever expanding marketplace, especially during COVID when flower sales dramatically increased. Guillaume needed visibility into each country’s competitor growth and how demand was changing.

Interflora website traffic and engagement - January-June 2023

The Solution

Monthly benchmarking leads to optimized targeting

Similarweb allowed Guillaume to benchmark Interflora against its competitors and optimize its marketing mix in each country the company operates in. He invested in advertising, developed new products to address market demands, and improved the customer journey.

eToro website traffic and engagement - January-June 2023

The Success

Similarweb insights recover and grow market share

During the off season, Guillaume noticed that one region had lost between 5-10% market share to a competitor. Using Similarweb, he saw how that competitor had launched an aggressive email marketing campaign. He emulated that campaign and regained their market share.

Interflora website traffic by channels overview - January-June 2023