Page 21 - Journal of Strategic Marketing Magazine - April 2019
P. 21
Blooming business: NetFlorist has a
rich, 20-year e-commerce history
NetFlorist was the talk of social media on this year’s Valentine’s Day, for all the wrong
reasons. But this was just a blip on the e-commerce company’s history. Michael Bratt
spoke to the company’s managing director, Ryan Bacher.
H aving geared up for 45 000 NetFlorist, which has built itself up to NetFlorist launched its own brand
This incident was a knock to
deliveries on the day of love,
journey. Radio was the chosen medium
become one of the largest e-commerce
to begin with to get the message
loadshedding and heavy
rains severely impacted NetFlorist’s
dominates, followed by digital and
has played a huge role in the brand’s
operations. Non-delivery of orders retailers in South Africa. Marketing out, but nowadays Google AdWords
or the delivery of sub-standard gifts growth over the years, and it’s social media, radio and out of home
left many consumers fuming, and interesting to see how their strategy billboards and vehicle branding.
they weren’t shy about relaying their has evolved. Having had a childhood friendship
experiences on social media. with current FCB Africa CEO Brett
The backlash was handled very The evolution of NetFlorist’s Morris, NetFlorist partnered with the
professionally by the brand, with marketing agency for advertising campaigns.
Bacher issuing a video apology, which In the early days, NetFlorist didn’t use Bacher stresses that this was an
was posted on social media, and the any brand marketing, instead relying important step, as FCB really
company responding to all complaints. on afiliates (partnering with large understands the essence of who
“My gut is we haven’t recovered as companies) to gain traction. NetFlorist is, and that great creative is
a brand,” Bacher honestly responds, “We lost our brand in that space, vital for marketing success.
“because we upset our customers… I but we were so new to the e-commerce “From day one it’s really been
don’t know that you can always recover. retail journey we didn’t understand about getting NetFlorist to become
All we could do was control how we that the brand is important,” comments a household name through the
tried to recover and learn from this and Bacher. marketing. There obviously have
ensure we plan better for next year,” he These relationships later morphed been changes in strategy and
adds. into co-branded environments, before product innovations and many other
Strategic Marketing - p19
rich, 20-year e-commerce history
NetFlorist was the talk of social media on this year’s Valentine’s Day, for all the wrong
reasons. But this was just a blip on the e-commerce company’s history. Michael Bratt
spoke to the company’s managing director, Ryan Bacher.
H aving geared up for 45 000 NetFlorist, which has built itself up to NetFlorist launched its own brand
This incident was a knock to
deliveries on the day of love,
journey. Radio was the chosen medium
become one of the largest e-commerce
to begin with to get the message
loadshedding and heavy
rains severely impacted NetFlorist’s
dominates, followed by digital and
has played a huge role in the brand’s
operations. Non-delivery of orders retailers in South Africa. Marketing out, but nowadays Google AdWords
or the delivery of sub-standard gifts growth over the years, and it’s social media, radio and out of home
left many consumers fuming, and interesting to see how their strategy billboards and vehicle branding.
they weren’t shy about relaying their has evolved. Having had a childhood friendship
experiences on social media. with current FCB Africa CEO Brett
The backlash was handled very The evolution of NetFlorist’s Morris, NetFlorist partnered with the
professionally by the brand, with marketing agency for advertising campaigns.
Bacher issuing a video apology, which In the early days, NetFlorist didn’t use Bacher stresses that this was an
was posted on social media, and the any brand marketing, instead relying important step, as FCB really
company responding to all complaints. on afiliates (partnering with large understands the essence of who
“My gut is we haven’t recovered as companies) to gain traction. NetFlorist is, and that great creative is
a brand,” Bacher honestly responds, “We lost our brand in that space, vital for marketing success.
“because we upset our customers… I but we were so new to the e-commerce “From day one it’s really been
don’t know that you can always recover. retail journey we didn’t understand about getting NetFlorist to become
All we could do was control how we that the brand is important,” comments a household name through the
tried to recover and learn from this and Bacher. marketing. There obviously have
ensure we plan better for next year,” he These relationships later morphed been changes in strategy and
adds. into co-branded environments, before product innovations and many other
Strategic Marketing - p19
