(PRWEB) June 19, 2013
FlowerAura, India’s premier e-florist has given us a new reason to smile. Moving beyond the conventional floral deliveries which the 3 year old startup has been known for, FlowerAura has ventured into delivering cakes. This was a natural extension for FlowerAura as the twin categories of flowers and cakes are often coupled together as gifts on birthdays, anniversaries and other personal occasions of importance. Terming this development as “seamless”, Shrey Sehgal, met us at the company headquarters in Gurgaon.
“Introducing cake deliveries in our service line is a no-brainer. This had to be a seamless integration because a combination of cakes and flowers is the most sought after on birthdays. Though our floral deliveries had always been exquisite, it was always disheartening to know that our visitors were looking elsewhere for cake deliveries after they had placed their floral gifting orders with us. After a thorough, on-ground research on operational and logistical requirements for executing orders for cakes, we have now started delivering them.”
The decision to kick off cake deliveries had a unique share of peculiarities and constraints. Being a vegetarian dominated society, most of the queries were for eggless cakes. To be more precise, 75% orders for cakes were for eggless variants. Making sure that all vendors supplying cakes were on the same footing in terms of stocking an inventory of eggless cakes was the first challenge to begin with. FlowerAura met this challenge by doing an intensive user testing by figuring out demand trends across the country.
“We started a small experimental campaign by stocking an imaginary set of 1000+ cake variants on a microsite we built for this purpose. Over a period of a year, we asked our users their preferences in cake deliveries and their understanding of which variants suit a particular occasion. After collating data from over 5000 users, we now know the hottest selling flavours, the exotic flavours and flavours which are seasonal in nature. The first set of flavours has been published keeping in mind these results.”
This service has been rolled out pan-India across 150+ delivery cities. All the cities where floral deliveries were facilitated have been included in the cake delivery fold. The user favourite, free shipping (excluding midnight deliveries), is also a feature of this service. This had to be an integral component of the new line for the company believes in letting the consumer send cakes online all across India in one go.
For consumers who wish to place an order for cakes and flowers coupled together, the portal has also included a “Combos” section for visitors who wish to place such an order. The flow of this section is similar to the rest of the portal and follows a simple 2 click order-placement mechanism. The next time we need an online cakes delivery done, we know where to head to!
Check this FlowerAura page for more details