NetFlorist first established itself as an online florist, but it has grown to become a major player in the online retail space, offering a variety of gifting items across the board. Not surprisingly, Valentine’s Day is a particularly busy time for the company. On average, the business grows by more than 1,000% during this period. Marketing manager Thalissa Pillay explains that Valentine’s Day is not a hard sell for the florist. Unlike holidays such as Easter and Christmas, most brands don’t tend to advertise around Valentine’s Day, which means any communication put out by the company is relatively free of competing messages. Getting online customers to treat their loved ones on Valentine’s Day is not a challenge. What is a challenge is ensuring that all orders are met. Enormous demand on this one day means NetFlorist stands a significant risk of damaging its brand if it disappoints customers. According to Pillay, the major challenges include staff and storage space. To meet the staf...
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