Which website is best for ordering flowers this Valentine’s Day? See our customer satisfaction ratings for Online Florists and see who delivers the goods.
* Overall satisfaction is an individual rating and not a combined total of all ratings. Brands with equal overall satisfaction ratings are listed in alphabetical order.
Canstar Blue research finalised in December 2015, published in February 2016.
See our Ratings Methodology.
In a world becoming increasingly dominated by electronic payments and internet-based purchases, it seems inevitable that more and more consumers will go online to fulfill even one of the simplest and heart-felt acts of affection – giving flowers.
And it’s understandable. Whilst buying flowers from a traditional florist comes with the distinct advantage of actually being able to see a real version of what you’re paying for, it does have its downsides – not least the inconvenience of having to visit the florist in person, and then trying to get the flowers home in one piece.
Online flower delivery services open the online door to a huge range of flowers and other items to choose from (including loved-up teddy bears, of course), and as the name suggests, deliver your purchase to its intended recipient – at the intended location. Whether that person appreciates the embarrassment of having a huge bouquet of roses being delivered to their workplace is another matter…
There are a lot of factors for online flower delivery services to get right, including the delivery part. So which online florist is getting it right? We asked hundreds of Australians to rate the website they used most recently to order flowers and for the second year running, EASYFLOWERS came out on top with a five-star review for overall customer satisfaction, as well as value for money, speed of delivery and site navigation. It also scored four stars for its range of flowers and range of other items.
Ordering flowers for your loved one at Valentine’s Day – or numerous other occasions for that matter – has never been easier. Being able to order flowers online and have them delivered takes away some of the traditional excuses for failing to buy a gift. With most online florists offering same-day delivery, saying “you forgot”, or “you didn’t have the time” is just not going to wash anymore.
So, how do Aussies feel about buying flowers for their nearest and dearest, and how much do people like to spend? First off, two-thirds (64%) of survey respondents admitted they only buy flowers for special occasions (that includes Valentine’s Day) and one in three (34%) said they only buy flowers because they feel like they have to. Almost half of men (46%) agreed with this, compared to about a quarter of women (26%).
And what price can you put on love? Well, we found Aussies spent an average of $80.32 on their last online flower purchase, with women ($81.82) spending more than men ($77.47). Overall, about one in three (36%) men and women said they tend to buy the cheapest flowers available.
Meanwhile, it seems that the spirit of Valentine’s Day is stronger in some parts of Australia than others, with some big difference in average spending between the states.
The biggest spenders of all are adults aged 60-69 ($90.47), our survey found. Those in their 30s ($73.68) spend the least.
So what do consumers want when they buy flowers online? Well, like any service you pay for, it’s reasonable to expect value for money from your purchase, but is that the most important factor? Or are people more concerned about getting quality flowers? We found the drivers of customer satisfaction to be as follows:
As we can see, consumers demand value for money when they buy flowers online, but they are also conscious about them being delivered promptly. After all, there’s no point getting those dozen red roses delivered the day after Valentine’s Day…
Ultimately, the online florist that can meet those expectations over cost and delivery will be onto a winner and for the last two years, that florist has been EASYFLOWERS.
Canstar Blue commissioned Colmar Brunton to survey 3,000 Australian consumers across a range of categories to measure and track customer satisfaction. The outcomes reported are the results from customers within the survey group who have purchased flowers through an online flower delivery company in the last 12 months – in this case, 409 people.
Brands must have received at least 30 responses to be included. Results are comparative and it should be noted that brands receiving three stars have still achieved a satisfaction measure of at least six out of 10. Not all brands available in the market have been compared in this survey. The ratings table is first sorted by star ratings and then alphabetically. A rated brand may receive a ‘N/A’ (Not Applicable) rating if it does not receive the minimum number of responses for that criteria.
EASYFLOWERS operates with a network of Australian florists located in state capital cities, as well as major regional centres. It promises more than 100 arrangements of flowers at “highly competitive prices”, starting from $39.
Interflora claims to be Australia’s leading floral company, providing “high quality flowers at competitive prices”, which start from $45.50. With more than 1,300 florists, it covers all major cities, plus lots of smaller towns and outback areas.
With more than 1,600 member florists across Australia, New Zealand and the UK, Petals says it connects customers with the “world’s best local florists” and that all of its flower arrangements are artistically arranged and hand-delivered using only the freshest flowers available.
Claiming to be Australia’s leading floral retailer, Roses Only offers a wide range of “exquisitely boxed long stemmed roses” and other seasonal flowers in addition to floral arrangements and bouquets, accompanied by French champagne, wines, teddy bears and chocolates.
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