Post Office Flowers, which launches today (Wednesday), will enter a market worth £1.55bn in the UK. The Post Office claims the service, which will be available through its 16,000 branches, will have the 'widest geographical spread for a delivery business', as rival Interflora's delivery network covers only 1400 independent florists.
The flowers can be ordered in-store, online or by phone and will be sent by post or Parcelforce.
The service will be promoted extensively in-store to take advantage of a rise in footfall from 26m to 28m a week over the Christmas period. A press campaign will build awareness in 2005, using the 'Animated ants' creative developed by Publicis.
Separately, the Post Office has tied with Argos to offer 12 of the retailer's products in a Christmas shopping catalogue. It will also offer co-branded postal orders, redeemable in Argos stores.
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