Ask Me Anything Interflora X ADRENALEAD: The power of Web Push Notifications +30% conversion rate

[Adrenalead]

The leader in flower delivery for over 70 years, Interflora delivers hundreds of thousands of bouquets in France and over 30 million worldwide each year.

Needs and Issues

With the arrival of new floral players and in order to maintain its dominant position on the French market, Interflora is developing its online presence and focuses on privileged contact with its customers.
With a strong digital development and a large online presence, the brand now sells many bouquets through its online shop.

The French website Interflora has over 1 million unique visitors per month. Like all e-commerce players, the brand finds that most of its audience leaves the site without giving the brand a way to contact them again. Among those who leave the site without doing a purchase, some have made a lot of progress in the conversion funnel, but have not gone to the end (shopping cart abandonment for example).
These factors have prompted Interflora to test numerous digital levers to meet its challenges, in particular, the activation of a new digital format - Web Push Notifications - in partnership with Adrenalead since October 2020.

Thanks to this partnership with Adrenalead, the brand is able to :

• Activate +14% of its visitors as subscribers via web and mobile notifications
• To announce its offers in real time, according to its highlights
• Bring a qualified audience back to the site to build loyalty and convert new customers.
• Define automated WPN sending scenarios (Welcome Push and Cart Abandonment)

Selected solutions and performance

Saas Software Retargeting by Web Push Notifications

In response to the company's needs and challenges, we turned to the web push notifications retargeting offer. This solution allows us to activate a significant number of contacts who visit our site (+14%). In just a few months, we have built up a six-figure subscriber base which gives us a new communication lever on a qualified and committed audience.

Complementary to email marketing or display retargeting, this lever allows us to reach our audience in real time and to free ourselves from ad blockers. In addition, this format has the advantage of taking our audience to the desired page in just one click!"

Marketing Automation by Web Push Notifications

We have also adopted the Web Push Notifications marketing automation offer. There are many possible scenarios and for the moment we have decided to activate two of them: Welcome Push and Cart Abandonment.

• Automated "Welcome Push" notification

For this first trigger, we planned to send a notification 45 minutes after a user opted-in to our notifications. Currently,we are seeing a 14% conversion rate for a 6.5% CTR with this option.

• Automated "Cart Abandonment" notification

"For this second scenario, the objective is to motivate Internet users who have not finalized a purchase to come and validate their basket by sending a push notification. This option is even more effective because it offers us a 8.02% click-through rate for a conversion rate of over 30%!"

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