What problem did commercetools solve for Interflora UK?
Interflora UK embarked on a digital transformation journey with commercetools to enhance customer experiences. The focus was on addressing technical needs to improve online shopping and SEO performance. Simultaneously, the company aimed to adopt a modern commerce stack, achieve technological independence, and upskill teams to ultimately accelerate development and innovation.
Operating on an in-house built platform, Interflora UK found that as the company grew, its infrastructure was becoming more and more rigid and expensive. With three consumer-facing webshops (Interflora UK, Interflora Ireland and Flying Flowers), the company’s eCommerce landscape was scattered and lacked mobile responsiveness. The company also found it increasingly difficult to adapt, customize and operate its eCommerce infrastructure. As a result, it became harder to meet customer expectations, which started to impact the bottom line.
Why did Interflora choose commercetools?
After weighing the options, Interflora UK realized that a composable platform was needed to create responsive customer experiences, while also serving multiple channels and reducing hosting costs. After three months of running the MVP (minimum viable product) phase, Interflora UK replatformed its three webshops in only six months with a modern tech stack that includes commercetools Composable Commerce, Algolia for search, Amplience for CMS, Worldpay for payments and Pimberly for PIM — all seamlessly integrated via cloud-native architecture powered by Microsoft Azure. By integrating all of these best-of-breed vendors, success was achieved within the project timeline and budget, including the decommissioning of the legacy stack and its related costs.
How was this project successful?
By implementing commercetools and the MACH approach, Interfora UK improved its website performance and mobile-first customer experience greatly, in addition to boosting SEO performance for organic page views. It was able to reduce annual hosting costs by 20%, and can now launch new campaigns in a matter of days. The company has also seen 0% downtime, and can handle traffic peaks across three webshops with ease. On the technical side, Interflora UK has been able to deploy changes in mere hours which is critical to maintaining business growth.
What’s next for commercetools?
In 2025 we’ll continue to help enterprises worldwide grow and scale their commerce operations with our best-in-class products and solutions.
Retail consumers expect seamless, personalized interactions — whether that’s an omnichannel offering, tailored product recommendations, conversational commerce, a link to AI or a loyal solution on peak days like Black Friday.
commercetools will continue to blend the best of in-store and online shopping for retailers and is all about creating unforgettable customer experiences with phygital technology reshaping retail and delighting customers in ways never imagined before.
Read more:
Learn more about the Interflora Case Study
Check out the Reimagine Retail Commerce Whitepaper’
Watch more:
On 19 November 2024, commercetool’s Marc Stracuzza, director of portfolio strategy, explored the future of ecommerce and provided insight into how to stay ahead of the curve in an exclusive webinar.
Retail Ecommerce Trends 2025 – Seamless, Personalised and Flexible with case studies on Sephora, Bang & Olufsen and Swarovski is available to watch on demand now!
Stracuzza also sat down with InternetRetailing for a video company spotlight, watch it here.
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