Roses Only achieves record customer retention with Macquarie Telecom

Macquarie Telecom, part of Macquarie Telecom Group, announced it has helped Roses Only Group, Australia’s online flower delivery service, achieve record levels of customer retention. With access to cloud, VoIP and SD-WAN services, the business delivered twice the amount of orders during last year’s lockdown, and is eyeing an expansion of brands under its portfolio.

Brisbane-based Roses Only Group delivers floral gifts, fruit hampers and wine to clients across Australia via 10 local warehouses. As one of the first e-commerce businesses, Roses Only has long recognised the role reliable tech plays in improving customer experiences.

How critical was Macquarie to Roses Only’s operations?

According to CEO Kelly Taggart Macquarie’s cloud infrastructure and telecoms services have enabled the business to crunch data and forecast the availability of 100 flower and stem varieties, contributing to its industry leading waste percentage of less than two per cent.

Last year, however, a new challenge emerged when lockdowns saw twice the usual amount of orders filter into the business. Taggart said Macquarie’s reliable and scalable digital backbone and customer service helped meet this influx. “Our customers expect seamless experiences, whether they’re looking to change a delivery address half-way through a journey, or we need to communicate delays so no surprises are ruined,” Taggart said.

Kelly Taggart, Chief Executive Officer at Roses Only

“When order numbers doubled during lockdown, Macquarie helped us maintain this standard and prevent website downtime. Our own seamless experience with Macquarie’s local team meant we could also easily call them if any issues arose and have them fixed on the spot.”

Roses Only’s strong tech environment played a part in managing service continuity when the February/March floods in Brisbane impacted one of its warehouses. “Reliable communication is key during such events. Luckily, we had plenty of warning ahead of the flood, and our deliveries were only delayed by 24 hours. During the time, we contacted thousands of customers via phone and text and update delivery dates on our system without a hitch.”

How has successful delivery impacted Roses Only?

Taggart said the successful service delivery during lockdown has since seen the company achieve record levels of customer retention. “The pandemic showed clients they can customise and alter orders from the palm of their hand. It’s been great to see the amount of people already re-engaging our services, and we haven’t even hit the peak Christmas period.”

Luke Clifton, Group Executive at Macquarie Telecom

Commenting on the partnership, Luke Clifton, Group Executive at Macquarie Telecom, said: “The practice of gifting flowers dates back to the Ancient Egyptians, Greeks and the Roman Empire. Today, thanks to technology advances and companies like Roses Only, the process is both simpler and more sophisticated. We’re excited to continue working closely with the team and to see how the business evolves, grows and meets future challenges.”

Taggart continued that with this strong foundation, Roses Only has the confidence to embark on growth plans. “We’re looking at adding more brands and businesses to our mix, and the support from Macquarie is comforting in this respect. I’m not concerned that adding another website will be a house of cards. We’ve got the stability there to grow and scale,” she said.