Interflora has soft launched a transactional mobile website featuring a selection of the flowers and gifts available via its main website. Payment can be made via click-to-call functionality or via a range of methods including American Express, Maestro, MasterCard and Visa, reports mad.co.uk:

Ben Freeborn, head of brand development for Interflora, said offering a transactional mobile service made perfect sense due to the last minute SOS gift service it offered.

“At this stage it’s an add-on but so was online 12 years ago and that’s developed to become a mainstay of the brand,” he added.

“We have to continue to offer customers access points where we see demand going. There’s absolutely an appetite for purchases via the phone,” he said.

An analysis of the site by Econsultancy gives the new mobile site a positive review:

Most importantly, the site has followed best practice for mobiles and kept it simple for users, with a stripped down version of the standard website. Users can choose flowers in just a couple of steps, selecting the occasion they are intended for, then choosing from a limited range before deciding on a delivery date.

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