Interflora
How DinMo helped Interflora building its own Composable Customer Data Platform
How DinMo helps Interflora better manage its customer data to improve performance
The results
Measured over 6 months of collaboration, between January 2024 and June 2024. The best is yet to come!
Improved operational efficiency
First use case implemented in less than a day
Over 70 unique audiences synchronized daily
Centralization of segmentation and business use cases for all BUs (FR, ES, IT, etc.) and customer-facing teams (ads, CRM, support, etc.)
Time spent on data flow development by data engineers divided by 5.
Improved marketing performance
17% reduction in average CPC across all advertising campaigns
5% increase in net margin at Interflora Group level thanks to a switch to margin-based management
34% increase in average cross BU conversions
Context and challenges
Interflora was already using BigQuery as a data warehouse for all layers of its infrastructure, but the company didn't want its data team to spend much of its time segmenting customer data and maintaining data pipelines to synchronize it between BigQuery and marketing platforms.
Interflora was looking for an activation platform that could send data from BigQuery to any tool, covering all these use cases:
Sending audiences and conversions to ads platforms
Creating multi-channel paths
Limiting relational pressure
Feeding support tools
The solution
With its existing data infrastructure, Interflora was looking for a Composable CDP. All the Interflora group's customer operations are now handled via DinMo. With DinMo, Interflora can:
Connect its BigQuery to all their destination platforms, including advertising platforms, CRM and support.
Segment their customer database autonomously, without the intervention of the data team.
Enrich their platforms with first-party audiences, for various use cases (lookalike, targeting, exclusion, observation) always with the idea of targeting the right person with the right message at the right time.
Enrich their support tool with historical data, to prioritize requests and provide the best possible response.
Send online conversions to supplement the information tracked by third-party cookies (which are destined to disappear).
Interflora also takes advantage of DinMo's capabilities to:
Adjust conversion values in advertising platforms, to share the real value (= margin)
Remove cancelled conversions.
This is a state-of-the-art method for optimizing advertising spend and targeting genuinely qualified prospects.
👉 A detailed marketing use case: How Interflora uses DinMo to encourage post-abandoned cart purchases?
Challenges
Interflora was already collecting data on products viewed and abandoned carts, and storing it in its data warehouse.
Marketing teams were looking for a solution to activate this data and encourage post-abandoned cart purchases.
Strategies
Interflora uses DinMo to implement an omnichannel post-abandoned cart strategy:
Automatic emailing a few hours after the shopping cart abandonment event
Retargeting on social networks a few days later if no conversion
Results
Interflora observed on average:
+7,6% an increase in its post-abandoned cart sales thanks to the omnichannel follow-up program.
"Their advice and hands-on support enabled us to accelerate the deployment of our use cases. They're backed by an outstanding team."
Vincent Faburel - Head of Data
