Understanding the growth of online flowers at Serenata

Online flower seller has just received a “Feefo Trusted Service Award” for the third year running, and reports claim it now ranks fifth most visited online "florist" in the world. The company is promoting its supply model which it claims is a “unique alternative to traditional floristry ‘relay’ models which use local florists to fulfil orders.”

Being a large online ecommerce company, Serenata Flowers of course has the luxury of being able to source its flowers daily from growers and auctions rather than having to wait until old produce is depleted before buying new stock. The company says, “Unlike local florist fulfilment, we never need to substitute buds due to lack of stock or aging. The customer receives the exact bouquet advertised online”.

Now with 64 employees, Serenata Flowers delivers close to a million bouquets per year and the privately-owned ecommerce business says it is a “digital disruptor” that is “smashing the old floristry cartel with its dynamic distribution model.”

The shift towards ecommerce started soon after the company was founded in 2003. The first version of its website was launched in mid-2004 and it quickly saw an exceptional growth rate, which was largely due to the business’ use of data, PPC and SEO.

Serenata Flowers’ managing director, Martin Johansson, says he “is confident that the company’s ecommerce model will prevail where the relay model – which uses local florists to fulfil orders - will fall short.”

Johansson has a background working within the retail industry with more than 15 years of experience spanning SEO, digital strategy, user experience, sales and e-commerce. Martin joined Serenata Commerce in 2005 as operational director where he oversaw the day to day operation of the company, setting up its own delivery fleet for local orders in London, Manchester and Birmingham.

During the recession he saw the need for a budget range to adapt to market needs so Serenata Flowers has since operated with a very lean cost structure. In a bid to expand the ethical and sustainable arm of the business, Martin approved plans to list a Fairtrade range of flowers. The company claims it uses recycled material for its packaging and also claims to collect and use rainwater for its flowers. It has also launched a collection of letterbox flowers.

Martin’s key focus for the next three years is to improve the Serenata Flowers customer journey and increase retention rates to put Serenata Flowers’ in the position of number one flower retailer in the UK.

Pictured: Royal FloraHolland Flower Auction