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Johannesburg - Online flower and gift supplier NetFlorist hit a new sales record on Valentine's Day (February 14) 2008, with sales rising 30% when compared with 2007.
This is thanks in part to the growing penetration of the internet into everyday South African life. The rise in sales came despite the company's relatively low advertising budget compared to the previous year's adspend.
Sue Morris, NetFlorist's marketing director, says the company upgraded its technology and bandwidth just before Valentines Day to accelerate the processing of more online volume resulting in customers experiencing very few usability problems.
South African consumers are reeling under the pressure exerted by higher interest rates and tighter lending criteria under the new National Credit Act, something which has impacted sales of various retailers.
However, Morris says the response to NetFlorist's revamped online purchasing platform suggests that easing a consumer's online purchasing platform can turn the odds.
³Amidst the challenges facing the industry, we are satisfied with our current growth. During the peak Valentine period, our website handled up to four orders per minute,² says Morris.
Commenting on the best-selling gifts, Morris says consumer were in 2008 slightly different from the previous years.
"For the first time, it was not the classic 12 red roses in cellophane - it was a modern arrangement of 12 clustered roses in a tall pottery vase.
In addition, the numbers of women purchasing presents for partners increased by a huge margin with Russ bear hampers and Swarovski jewellery emerging as the favourite, among a range of non-floral gifts," says Morris.
- Fin24