Online Flower Retailers Notch Significant Improvement in Customer Satisfaction, J.D. Power Finds

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Online flower retailers have achieved significant year-over-year improvements in customer satisfaction, according to the J.D. Power 2017 Online Flower Retailer Satisfaction Report,SM released today. Overall satisfaction among online flower retailer customers increases to 829 (on a 1,000-point scale) from 806 in 2016 and 789 in 2015.

The report measures overall satisfaction with online flower retailers among customers who completed a purchase from an online flower retailer website within the past 12 months. Satisfaction is examined across seven factors (listed in order of importance): competitiveness of pricing; online store services and delivery; in-stock availability of merchandise; usefulness of information; variety of merchandise offered; website/online store; and contact with customer service.

Among individual retailers, ProFlowers and Teleflora rank highest in a tie, each earning an overall satisfaction score of 832. This is the third consecutive year in the top slot for ProFlowers, which shows superior performance in the factors of competitiveness of pricing; in-stock availability of merchandise; and contact with customer service. Teleflora scores highest in online store services and delivery; usefulness of information; and website/online store.

Strong customer loyalty is evidenced by 93% of customers saying they “definitely will” (68%) or “probably will” (25%) recommend the online flower retailer to a friend, relative or colleague based on their online experience. Likewise, 93% of customers say they “definitely will” (58%) or “probably will” (35%) purchase online from the same retailer again.

Report Rankings

ProFlowers (832) ranks highest in overall customer satisfaction (in a tie), performing highest in three of the seven factors: competitiveness of pricing; in-stock availability of merchandise; and contact with customer service. Teleflora (832) also ranks highest in overall customer satisfaction (in a tie), performing well in three of the seven factors: website/online store; usefulness of information; and online store services and delivery. 1-800-Flowers.com (828) ranks third, performing highest in the variety of merchandise offered factor.

The 2017 Online Flower Retailer Satisfaction Report is based on responses from 2,103 customers who made an online purchase from an online flower retailer in the past 12 months. The report was fielded in February 2017.

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