How Interflora delivers flowers for life's biggest moments with Mover

When flowers travel through someone else's hands

Before Mover, Interflora relayed each order directly to the florist who fulfilled it, and from there, delivery was entirely in the florist's hands. Most florists ran delivery without dedicated planning tools. That left Interflora with no visibility into SLA performance and no way to step in when something started to go wrong, a serious gap given how many of these deliveries are weddings and funerals, where the wrong hour isn't a small miss. Florists planned largely by hand, often in free tools like Google Maps that have no concept of a delivery time window, so efficiency varied from florist to florist. Customers, meanwhile, had no visibility either. Calls asking where the flowers were added up every day.

The order has two people, and one system needs to know that

Nine in ten Interflora orders are placed by someone other than the recipient, flowers for a partner, a colleague, a grieving family. Most delivery systems don't distinguish between the two, which meant communications and updates often reached someone with no idea a delivery was coming at all.

"Mover was the first system we saw that understood our order has two people in it," Anders Eilers Nielsen says. "That's obvious once you say it, but almost nobody builds for it."

Mover's TMS treats booker, recipient, planner, florist, carrier and driver as distinct roles across the same order, so the right person gets the right update at the right moment.

One route across many florists

Mover also became the only solution Interflora identified during its evaluation that could plan pickups and deliveries across multiple florists in a single route, instead of each florist independently covering its own small slice of a city.

"Instead of every florist solving their own small piece of the city, we finally had one plan covering alot of them," Anders Eilers Nielsen says. "That's where the real cost savings came from."

Consolidating that way raised delivery density, improved vehicle utilization, and lowered cost per delivery across the network.

Starting from zero

Because the florist network operated through diverse processes and systems, Mover worked closely with Interflora to map and connect the end-to-end order journey.

"We're a flower company, not a logistics company," Allan Thy Christensen says. "Mover didn't just hand us software, they brought the logistics thinking we didn't have in-house."

That expertise shaped how the system was configured from day one, not just how it was built.

A system that knows which deliveries can't go wrong

Tagging and automated communications let Interflora tailor updates by recipient type, a different message for a corporate account than for someone receiving funeral flowers. The same tagging capability flags the deliveries that can least afford to slip. Weddings, funerals, and other date- and time-critical orders are marked automatically the moment they enter the system, which triggers closer monitoring and support all the way through delivery.

Passing the benefit down the chain

Mover is introducing a lighter version of its platform built for florists to run their own operations, a capability whose development was informed by Mover's collaboration with Interflora.