Interflora’s Multi-Language Product Discovery Blooms During Peak Seasons

To elevate its digital customer experience and unify product discovery across markets, Interflora partnered with Bloomreach to modernize search, merchandising, and recommendations on its ecommerce sites in Italy, Spain, Portugal, and France. 

Using Bloomreach powered by AWS, Interflora set out to deliver fast, personalized experiences that allowed retailers to rapidly deploy and innovate, even during peak traffic on holidays like Mother’s Day and Valentine’s Day.

Overall, Interflora’s goal was to build a smarter, multilingual, and scalable search experience leveraging Loomi AI, while confidently meeting evolving consumer expectations through services such as Amazon Elastic Compute Cloud (Amazon EC2), Amazon Simple Storage Service (Amazon S3), and Amazon OpenSearch.

Here’s more insight into how Bloomreach helped:

• Multilingual AI search for seamless product discovery. Bloomreach search and category APIs allowed Interflora to implement its first-ever on-site search bar, instantly transforming how customers find products. Loomi AI learned from Interflora’s catalog across four languages — French, Spanish, Portuguese, and Italian — to ensure accurate, contextual results for every shopper, regardless of phrasing or spelling variations.
• Automated product ranking and intelligent merchandising. With Bloomreach’s ranking algorithms, Interflora automatically prioritized products based on performance, personalization, and relevance. The system used behavioral signals — like conversions, revenue, and add-to-cart rates — to fine-tune rankings and highlight the right products at the right time, with minimal manual intervention.
• Contextual query understanding with AI recall algorithms. Through spell correction, facet precision, and text match precision, Interflora’s search bar now interprets customer intent with greater accuracy. A query such as “red roses bouquet” displays relevant facets, like flower type or occasion, while excluding unrelated results such as vases or chocolates, providing a cleaner and more intuitive user experience.
• Global rules and automation for seasonal flexibility. Bloomreach’s 34,000+ auto-generated synonyms and configurable rules empowered the merchandising team to easily manage promotions and seasonal campaigns. During peak events like Valentine’s Day or Mother’s Day, Interflora boosted featured bouquets across search and category pages. Even outside seasonal peaks, Loomi AI intelligently substituted unavailable or out-of-season flowers (for instance, replacing sunflowers with similar yellow blooms) to ensure customers always saw relevant results and avoided null searches.
• Continuous learning and operational efficiency. As Loomi AI continuously learned from user interactions, Interflora gained a foundation for long-term optimization. A small, agile merchandising team could now manage ongoing updates independently — without IT support — focusing instead on creative planning and A/B testing to refine the customer journey.

How It Worked

1. Phased implementation across key markets. Interflora rolled out Bloomreach’s search functionality and category APIs in Italy, Spain, and Portugal, creating consistent, localized digital experiences across multiple regions. France was the next in line for implementation, continuing the company’s expansion of AI-driven discovery.
2. Training and enablement to build internal expertise. The project kicked off with intensive training and feedback sessions to empower Interflora’s merchandising team. This ensured they could fully leverage Bloomreach’s features, from ranking logic and category optimization to multilingual search configuration.
3. AI-driven merchandising workflows. Bloomreach’s automation tools allowed Interflora to define clear workflows for maintaining and updating product listings. By minimizing manual effort, the team efficiently handled dynamic catalog changes and executed promotional campaigns faster than ever before.
4. Continuous optimization with measurable impact. Interflora’s performance metrics (e.g., conversion rate, bounce rate, and revenue per visitor) are regularly monitored to inform ongoing testing and improvement. This data-driven approach ensured Bloomreach continues to deliver measurable business impact.