Consuming Interest
Roses all the Way
By LESLIE ADRIAN Having recently come across an instance of husband who not only sent his wife a bunch f spring flowers through Interflora, but etually got home in time to see, while they ere still fresh, the interpretation of his fishes standing forlornly and disappointingly its vase, I inquired about the customer's feguards. Interflora are fair and frank about e trust they have to place in their members, horn they try to choose carefully. Before a Grist is admitted to membership test orders e made and examined. If they are satis- ctory, and local inquiries provide corrobora- on, the concession is awarded. Periodically 'Members are subjected to tactful test orders, but the intervals of time must necessarily be rather long, and only the most naive would assume that no one tries to pull a fast one now and then.
In the case related to me the buyer had spent two guineas, knowing that the service charge would be 2s. 6d., and that he would have to pay for the telephone call. But he still did not feel that the local shop had given good value, and by pricing the various flowers in its window satisfied himself that he had good cause to complain.
There is a Customer Relations department at Interflora (3-15 Norland Road, W11: PAR 8080). They welcomed his complaint. It is one of the most effective means of keeping an eye on members, and keeping them up to the mark. But there are several points which they brought out that may be worth passing on. First, never assume, if you order your flowers in Mayfair, that blooms of Mayfair quality can necessarily be delivered in Stoke- on-Trent. Secondly, prices vary, sometimes quite widely, up and down the country, so that you may get more or less for your money, depending upon whether you are sending to or from an area where flowers are plentiful and cheap. In addition, packing in cellophane is usually charged for as an extra, and of course the cost of any telegram or telephone call must be added to the bill. The cheapest course is to dispatch a post order, and if the delivering florist is efficient and honest the result should be a fresher bouquet than would be received through the post or by passenger train, even if packed by a skilful flowerseller. Officially there is no minimum order, but in effect it is 10s., though most Interflora shops will make a concession to such obviously impecunious customers as old-age pensioners or students.
Standards are even harder to control in their large international network, and the sender is even less sure what is going to arrive at the other end. If he ever does find out and is not satisfied, a genuine and well documented complaint to Interflora will help them to improve their overseas service. For all orders outside the country, the 10s. minimum is imposed.
Not so well known, despite its widespread membership, is the British Teleflower Service with headquarters in Southampton (162-4 Shirley Road). Anyone wishing to find their local agent should write to them. A 10s. minimum is imposed on all their orders, inland and abroad.
Incidentally, a useful tip was passed on to me by a disinterested flower grower. Anyone buying flowers for themselves, or to present personally, is well advised to patronise small shops with small stocks. The turnover is quicke'r and the blooms that much fresher.
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