Interflora MyFlower Group Turns Consent into a Business Performance KPI with Axeptio and Piano

Working with a network of 7,000 independent partner florists, Interflora MyFlower Group generates a large share of its business during a handful of key dates on the calendar, which it tracks minute by minute. To make sure that analysis rests on reliable data, the group overhauled its data governance and consent strategy in 2022, choosing Axeptio as its CMP (Consent Management Platform) and Piano Analytics as its standard analytics platform.

At an event hosted by Piano and Axeptio in Brussels on September 17, David Legat, Business Intelligence Manager, and Brieuc Guillon, Senior Data Analyst, explained how consent has become a trust indicator at Interflora MyFlower Group, a lever for data quality, and a prerequisite for managing business performance with precision in Piano.

Lean Teams Power a Global Leader in Flowers and Gifts

Interflora operates in more than 145 countries and is one of the best-known brands in its industry worldwide. In Europe, Interflora MyFlower Group leads the brand's growth across eight markets: France, where it has operated for 75 years, along with Denmark, Italy, Spain, Portugal, Romania, Sweden, and Luxembourg. The group processes 4 million orders a year.

The industry has two defining traits. The first is the emotional nature of the purchase: the products mark life moments such as birthdays, saying thank-you, bereavements, and family or professional milestones. The second is its international scope, with multiple languages and very different levels of data maturity from one country to the next, all of which still have to move forward together.

Despite the brand's high profile, its teams remain small. Choosing the right vendors is therefore a strategic decision: Interflora MyFlower Group needs available, responsive partners to support its in-house specialists.

Tracking Peak Sales Periods Minute by Minute

On Valentine's Day, Mother's Day, Grandmother's Day, and throughout the holiday season, data freshness becomes critical. Teams compare their performance with the previous year minute by minute and adjust campaigns and merchandising the same day.

This is where the Axeptio x Piano combination makes perfect sense in Interflora MyFlower Group's optimization strategy: the more consent the group collects, the faster it gets fresh, reliable data, and the better its teams can analyze performance and react within short time windows. The CMP sits at the very first link in this chain. If too little consent is collected, every analysis downstream loses reliability: audience measurement, conversion funnels, attribution, campaign performance, sales tracking, and journey personalization.

2022: The Group Overhauls Its Data Strategy

Until 2022, data projects were handled piecemeal by individual business teams. Three observations led Interflora MyFlower Group to centralize them within a dedicated team. As the number of business units grew, managing data project by project was becoming less and less sustainable. Without a single source of truth, business KPIs differed from one team to the next. Finally, GDPR compliance called for structured governance across the group's European operations, reconciling legal compliance with high-quality data collection that is both transparent and well controlled.

"Our answer was built on three pillars. A centralized data lake on BigQuery, chosen by the data engineers for its scalability and native integration with the Google ecosystem, which brings together ERP, analytics, and marketing data. A shared analytics foundation for all business units, with Piano Analytics. And a high-performing CMP that ensures compliant data collection that respects visitors, with Axeptio,"

David Legat - Business Intelligence Manager

Interflora MyFlower Group chose Axeptio for four reasons: guidance on data collection best practices, in line with the recommendations of the CNIL, France's data protection authority; a dedicated Customer Success Manager to provide ongoing support; go-live in under a month, a timeline the team could manage with its resources; and the ability to support technical and legal optimizations over time, particularly for requirements specific to the Nordic markets.

The teams from Interflora MyFlower Group and Axeptio at the “Cookies, Consent & Cocktails” event, co-organized with Piano in Brussels

Designing an On-Brand Cookie Banner That Gets Noticed

Interflora MyFlower Group's banner offers the three expected options: accept, decline, or customize. The copy is understated and explains the legal framework in accessible terms. It makes clear that declining has no impact on browsing and that preferences can be changed at any time from the cookie policy page.

The purposes are clearly presented under easy-to-understand labels: data sharing with Google, functional cookies, audience measurement and analytics (including Piano Analytics), user experience, targeted advertising, and social media.

Visually, the cookie banner carries the brand's look and feel, with a centered logo at the top and a nod to Interflora MyFlower Group's signature green.

Several display choices were made to encourage interaction. The banner appears after a delay of a few seconds, so visitors aren't interrupted the moment they land on the site. It takes the form of a contextual consent wall centered on the screen, which is more visible than a banner at the bottom of the page, and a subtle drop shadow sets it apart from the rest of the site. Consent Mode v2 is enabled.

Consent Rates Reflect Trust in the Brand

Interflora MyFlower Group relies on three metrics to read its results. The interaction rate shows whether visitors see the banner and make a choice. The consent rate shows whether visitors have understood the purposes and why accepting trackers is in their interest. The opt-in rate gives the share of total traffic that turns into activatable data.

Across all sites (excluding the mobile app), Interflora MyFlower Group records excellent interaction, consent, and opt-in rates. For the Axeptio team, this reflects the emotional bond and the trust between the brand and its community.

The breakdown by device adds a slight nuance. Desktop generates a little more interaction, but mobile converts better. Several factors may explain this gap, including the different display format on mobile, which is more compact and makes it easier for users to express their choice.

The mobile app, available in France and Spain, shows a slightly higher interaction rate than the website. This may be because app users are generally closer to the brand, more loyal, and show stronger purchase intent than occasional web visitors.

Managing the CMP Country by Country

In an international group like Interflora MyFlower Group, the CMP becomes a testing ground: format, visibility, wording, and local behaviors all produce measurable differences in activatable data.

Performance is strong across all markets. In France, Interflora MyFlower Group can observe the behavior of a significant share of its actual traffic, which gives Consent Mode v2 a solid basis for modeling the non-consented audience. Portugal posts the highest rate, though on low session volumes.

Denmark was the exception until a new version of the site went live very recently. It was one of the last platforms to launch, and its banner differed from the others: a more traditional bottom-of-page layout with no drop shadow, and therefore lower visibility. The performance gap directly illustrates the impact of the display choices described above.

Piano Takes the Approach One Step Further

Piano is now the primary tool Interflora MyFlower Group uses to track revenue and marketing campaigns. With its catalog and reconciliation keys, the tool can bring together several data sources, including the CRM, to enrich marketing analysis while respecting the choices users have made. When a user is logged in and valid consent has been collected through Axeptio, Interflora MyFlower Group can, for example, link an order to other available information and determine purchase frequency.

The Axeptio x Piano connector makes it possible to analyze consent in the same environment as digital performance, campaigns, and sales, and shows what share of the audience each analysis is based on. During peak periods, teams know not only what is happening on the websites and the app, but also how much consented data lies behind the figures they compare year over year, down to the minute.

"Consent is now measured and optimized country by country, like any other performance indicator. The higher the consent rate, the more representative the data we analyze in Piano. That's what allows our marketing and acquisition teams to react quickly when it matters most,"

Brieuc Guillon - Senior Data Analyst - Interflora MyFlower Group