Interflora launches Facebook page to gather email data

by Noelle McElhatton, marketingdirectmag.co.uk 18-Nov-09, 14:49

LONDON - Interflora, the flower retail franchise, has stepped up its customer engagement strategy by launching a business page on Facebook.

Created by online behavioural marketing consultancy RedEye, the Interflora Facebook page will aim is to provide a shared community for fans of Interflora to leave comments, post photos and share feedback with each other.

To boost Interflora's database, the Facebook page will also encourage fans to sign up to emails promoting offers.

RedEye will help Interflora monitor its Facebook page and provide strategies and campaigns to encourage interaction between Interflora and its customers.

Ricky Moxon, digital marketing manager at Interflora said, "Online social networking is rapidly growing and Facebook has become one of the fasting growing social networking sites.

"When RedEye suggested we incorporate Facebook into our customer engagement strategy it seemed like a no brainer in terms of reaching out to a larger audience. We hope Interflora's Facebook Page will help us reach out to new customers and improve the relationship Interflora has with existing customers."

Facebook is the preferred social network for marketers, followed by YouTube and MySpace, according to a survey by eMarketer, with more than half of US online retailers having a presence on the Facebook site.

Another recent US survey shows Facebook users are getting older, despite previous reports to the contrary.