Case Study: Interflora achieves market-share growth and attracts younger customers with Similarweb

How Interflora wins new demographics and increases market share with Similarweb

Interflora, a nearly 100-year-old florist network, faced a fast-changing digital marketplace—made more volatile by COVID—where new, digitally native competitors were gaining traction and shifting demand by country. With limited visibility into competitor activity and demographic trends, Interflora’s Group Ecommerce director needed real-time insights to understand where market share was slipping and how to reach younger customers.

Using Similarweb, Interflora built monthly benchmarking reports and a distributed dashboard to optimize its marketing mix across geographies, invest in advertising, improve the customer journey, and develop lower-cost plant products. By emulating a competitor’s successful email campaign and targeting under-40 buyers with inexpensive plants, Interflora recovered lost share, generated 2–4% of revenue in Spain and Italy from the new line, and achieved a 4% increase in total revenue in two key markets.

Interflora

Guillaume Humbert-Labeaumaz

Director