The growth came from both the online floria.ro business and from its own flower shop chain and wholesale warehouse with an online component via its dedicated B2B online platform.
The online store, Floria.ro, managed by Floria Network SRL, generated more than 30% of last year’s revenue. It posted RON5.6 million revenue, up 20% on 2016, following investments in marketing to attract new customers and ensure loyalty of existing ones. The online flower shop therefore got 20% more orders in 2017 than in 2016.
“20% is the constant growth we target year by year to allow for a sound development or our business. Floria.ro is already a mature business, has been market leader for several years now and the goal is strategic growth by consolidating the brand and market position (…),” Marina Popescu, general manager of Floria.ro, told ZF.
The number of orders placed on Floria.ro increased by 20% in 2017 and most deliveries were made in Bucharest, Constanta, Ploiesti, Iasi, Brasov, Timisoara, Cluj Napoca, Sibiu and Craiova. Average order stood at more than RON200, higher than the overall market average of some RON180, according to Floria.ro estimates.
Floria.ro is currently working with 130 flower shops in the country to ensure delivery of orders in two hours from the placement of the order online. (EUR1=RON4.6625)
(English version by Loredana Fratila-Cristescu)