Handling seasonal demand surge: How this florist scales its business to ensure bouquets get to your loved ones

Every Valentine's Day, couples around the world send fresh blooms to their significant other as a symbol of their love. Given the meaning it holds, senders expect the bouquet to be delivered in as pristine a condition as possible.

But the ephemeral beauty of fresh flowers poses a major challenge for florists, who have to figure out how to deliver the bouquets before they start to wilt. Most of these blooms travel thousands of kilometres before landing in Singapore, but customers expect them to look like they were freshly plucked from the garden.

The biggest logistical challenge is the last mile, when flowers are moved from a distribution centre to a customer's home. Online florists like FarEastFlora.com rely on Lalamove to handle the peak load. This is no easy feat, considering that orders for February 14 can be four times higher than off-peak periods. "Among seasonal events, Valentine's Day is particularly bad because thousands of flower deliveries are concentrated in a single day," says Ms Chris Kok, 40, the company's marketing manager.

Valentine's stress test

Last year's Valentine's Day was especially difficult for FarEastFlora.com. While demand for flowers increased, supply was constrained. Shipment delays and lockdown restrictions around the world meant that the company had an inconsistent stream of flower supplies.

But the online florist pressed on, improvising by substituting flowers with others of equal or higher value to maintain a similar aesthetic. "Thankfully, our customers were very supportive and understanding of the predicament we were in," adds Ms Kok.

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The next challenge was to deliver the flowers to customers fresh and on time. With numerous orders having to be dispatched simultaneously, the florist couldn't rely on its own delivery fleet.

At the same time, it also needed a delivery partner it could trust. As delivery is often the customer's only physical interaction with the business, it can often be the deciding factor in a positive or negative customer experience.

"It is critical for florists to have a strong relationship with their logistics partners to ensure on-time and successful deliveries," says Ms Kok. "A reliable logistics service will be able to boost value and help maintain our company's brand and image, connecting us with our customers."

With flowers, the stakes are even higher. Every order may be emotionally significant, be it an anniversary, birthday or celebration, which makes it all the more crucial for deliveries to arrive on time and in perfect condition.

To meet these standards, FarEastFlora.com chose Lalamove.

"Lalamove has been our reliable logistics partner year-round, and it is able to support us well during high-volume seasons," says Ms Kok. With Lalamove as its logistical backbone, FarEastFlora.com has cemented its position as a leading online florist in Singapore.

A commitment to stellar service

Having been in the logistics business since 2013, Lalamove has built up an impressive fleet of drivers with years of experience delivering flowers around the island. Its drivers are trained to handle flowers with care and to keep the deliveries upright.

In the run-up to peak periods, Lalamove works closely with FarEastFlora.com to anticipate demand. To meet the spike in expected demand, the logistics provider runs incentive campaigns to ensure a high supply of drivers. It goes further to train new drivers and conduct pre-peak season briefings to minimise hiccups.

Once orders come flooding in, Lalamove helps FarEastFlora.com to allocate orders and plan routes. Lalamove also posts staff at the florist's distribution centre to manage drivers and deliveries.

When drivers hit the road, Lalamove's real-time GPS tracking system enables FarEastFlora.com to provide an accurate estimate of delivery times - a big boost for customer satisfaction.

FarEastFlora.com can also turn to Lalamove's delivery partners to activate contingency plans when they run into issues, such as customers who are not home to receive their delivery.

In such instances, Lalamove's experienced drivers can exercise their discretion. They may choose to redeliver the flowers at a later time, request permission to leave it at the doorstep or with a neighbour.

Apart from reliability, FarEastFlora.com chose Lalamove because of their mutual dedication to going above and beyond for their customers. The online florist's motto, "Make someone smile today", represents a core principle that prioritises customer satisfaction.

Ultimately, Ms Kok believes that Lalamove and its delivery partners share a similar commitment.

"The drivers are adaptable and willing to learn how to properly handle floral products," she says. "They are also mindful of sensitive occasions. They have gone out of their way to wish the customer a happy birthday if they notice that the item is for a special occasion."

This dedication to service has enabled FarEastFlora.com to succeed in a highly competitive e-commerce business for over two decades.

"We always bear in mind that we are providing more than just flowers and gifts. Every gift is for a precious person for a special occasion," says Ms Kok. "Customers trust us to deliver gifts and greetings to their loved ones. We, in turn, strive to deliver a good product on time."