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Learn how partnering with Deliveroo has helped Flower Station offer the convenience of rapid flower delivery to their customers.

How Flower Station delivers convenience with Deliveroo | Deliveroo Partners

Discover how partnering with Deliveroo has helped Flower Station offer the convenience of rapid flower delivery to their customers.

How Flower Station delivers convenience with Deliveroo

Adapting to the evolving consumer’s preferences and needs is crucial for businesses across most industries. For Flower Station, offering customers the option to get fresh flowers delivered almost instantly is one of the ways they cater to customers looking for the convenience of last-minute, on-demand delivery. 

We recently sat down with David Cohen, founder and CEO of Flower Station, and assistant Sophia Ioannou to reflect on the huge growth the business has experienced on Deliveroo and what’s behind their success.

Flower Station's journey as London’s first ever drive-through florist starts in 2002, with the opening of a first location in a disused petrol station in Marylebone, North West London. Strategically situated to capture the incoming traffic towards Central London, the business rapidly grew and expanded to 5 sites across London, and became the one of the largest online flower retailers offering same-day delivery across London (and next-day delivery across the UK). 


Reaching new customers through quick delivery 

When Flower Station joined Deliveroo in 2023 as one of the first flower retailers on the platform, they were looking for a delivery provider that could offer the additional speed and convenience of almost-instant delivery to busy customers. Today, Flower Station is available on Deliveroo across all 4 of their 5 London branches, a decision implemented after the initial successful launch in Marylebone.  “For customers looking for something really last minute, who perhaps don’t have time to pop into the store, Deliveroo lets us give them a shorter timescale” says David.   

Partnering with Deliveroo has also allowed Flower Station to reach a new group of delivery customers who wouldn't otherwise have ordered through the brand. “We can now reach a wider group of customers that are coming to Deliveroo for a specific delivery occasion, such as ordering food for a date night. They might end up ordering flowers after scrolling through and noticing we are available on the app”, says Sophia.

Optimising the logistics of instant flower delivery

Flowers are as beautiful as they are delicate, and perishable. Flower Station can count on 20+ years of experience in carefully handling the logistic aspect of flower delivery, from front of house management to picking, packing and delivering orders. Working closely with Deliveroo to bring Deliveroo riders into the picture has turned out to be crucial for a successful partnership: “Initially, we weren't expecting to receive as many orders as we did through the app and were using our own delivery fleet, but as the volume of orders increased we decided to let Deliveroo riders handle it. It takes away a logistic challenge which is a really complex part of what we do. It means that all we have to worry about is making sure that we have the flowers, and the florists to create our beautiful bouquets”, says Sophia.

Customer insights to make data-driven decisions

With access to insights on customer’s buying habits, Flower Station has been able to implement data-driven decisions that have positively impacted operations and revenue. “Our Marylebone store has been open for 24-hours for over a decade, but with Deliveroo we have seen much more  late night romantics ordering  flowers from Flower Station”. Deliveroo has shown a demand for flowers beyond usual opening times, as a result the brand has taken on another florist throughout the night to handle the increasing demand. “It's also quite interesting looking at the data insights that are available in Hub about buying habits and peak ordering times. We saw that we do get Deliveroo orders throughout the night, and that does make it worthwhile to have another florist working throughout the night”, says Sophia. “I believe we’re the only 24-hour florists in London, and to be able to offer this late night service on Deliveroo means we're the only ones waving that flag”. 

The reports and insights available in Hub have also given Flower Station a wider overview of customer habits beyond delivery. “We might notice that lots of customers are ordering flowers on a specific weekday, and use those insights to guide our marketing strategy beyond the delivery platform, giving us that competitive edge”.

In the time Flower Station has been available on Deliveroo, the business has already reached a wider range of customers, diversified their services and optimised operations to cater to the needs of on-demand delivery customers. 

Flower Station’s partnership with Deliveroo exemplifies how technology can help retail businesses stay on top of evolving trends. “It’s been a positive partnership with Deliveroo, which has allowed us to diversify our services. If we’re not busy with our customers, we’re busy with Deliveroo, keeping the momentum. It’s been a successful start and we’re excited to see it continue ”, says Sophia.

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“Deliveroo allows us to offer the convenience of instant delivery to customers looking to buy flowers last-minute, by providing a shorter time frame. We are now able to also tap into the convenience-seeking segment of customers.”