To help it tap into a new revenue channel, Interflora turned to Bloomreach Discovery for its powerful search and merchandising capabilities. Interflora has already implemented Discovery’s search functionality and category APIs on its websites for Italy, Spain, and Portugal, with Interflora France slated next for implementation. Due to the massive data set Bloomreach has built over the past decade, Interflora could immediately take advantage of Loomi AI to learn from its specific products and customer base across four languages.
First, Interflora focused on training, enablement, and feedback, hoping to fully integrate with Bloomreach’s advanced search capabilities to better personalize the shopping experience. Second, the team leveraged Bloomreach’s ranking algorithm to rank products by performance, personalization, or relevance (or a combination of all three) based on signals like add-to-carts, conversions, and revenue. Third, Interflora used various recall algorithms, such as spell correct, facet precision, and text match precision. For example, a search for “red roses bouquet” would include relevant facets like “Flower Type,” “Bouquet Size,” or “Occasion,” while deprioritizing irrelevant facets like “Vases,” “Gifts,” or “Chocolates.” Or, if a customer searches for a “red roses bouquet,” Loomi AI can retrieve all the products for which there is a match on both “red” and “roses bouquet.”
Now, the merchandising team can work more efficiently and minimize the need for manual tweaks. Moreover, Bloomreach’s 34,000+ auto-generated synonyms constantly update across languages, further enhancing search accuracy and user experience. The implementation has also empowered the merchandising team during peak periods, like Valentine’s Day and Mother’s Day, by utilizing global rules to manage product displays. For these special holiday campaigns, the floral delivery company adjusts product rankings to highlight certain items — even for unrelated searches — to support targeted marketing strategies. These rules are time-bound, reverting to normal after the holiday without manual updates. Plus, when certain flowers (e.g., sunflowers) are out of season, the system displays similar items (e.g., other yellow flowers) to avoid null results and maintain engagement. As Loomi AI continues to learn and adapt, Interflora is well-positioned for ongoing innovation and growth.