Success story

Bloomon

With Simacan Control Tower, bloomon enhances the quality of its planning and is able to serve customers even more flexibly.

Founded in 2014;
Online florist offering organic bouquets and flower subscriptions "Netflix of flowers";
Bypasses auctions and wholesalers, purchasing flowers directly from certified growers and delivering them to customers' homes;
Active in Netherlands, Belgium, Germany, Denmark, United Kingdom.

Decentralised delivery process, centrally managed

The online florist bloomon has significantly shortened the traditional supply chain by bypassing auctions and wholesalers. Instead, bloomon sources flowers directly from growers, ensuring customers receive fresh bouquets at their doorstep.

For their home deliveries, bloomon does not operate its own fleet but collaborates with a network of external transport companies and couriers. From various hubs, flowers are efficiently delivered, with the entire process, including logistical coordination and customer service, centrally managed from bloomon’s headquarters.

"With a decentralised delivery process managed centrally, good communication is crucial! Simacan ensures this."

Global Head of Logistics, bloomon

Need for overview, real-time insights, and effective communication

Bloomon recognised a growing need for comprehensive oversight, real-time insights, and effective communication throughout its logistics process. To ensure efficiency, they sought an intuitive solution that was easy to use at the operational level. This was essential for their customer support agents, who maintain close contact with hubs and customers, as well as the 600–700 drivers delivering flowers weekly. Equipped with smartphones, these drivers benefited from a standardised, user-friendly, and reliable solution.

After evaluating several providers, bloomon selected the Simacan Control Tower in combination with App2Track, a mobile app available on Android and iOS. This powerful collaboration has digitised bloomon’s bouquet delivery process, providing real-time transparency. The solution not only improves logistics management but also enhances customer satisfaction with faster and more accurate deliveries.

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Real-time information provides clarity

At Bloomon’s headquarters, routes for the various hubs are created in the Simacan Control Tower. Hub managers review the specific routes for their respective hubs and assign them to drivers. Drivers receive their assignments via App2Track, allowing real-time tracking during journeys and enabling delivery notifications through the app.

Previously, a customer query such as “Where are my flowers?” required a time-consuming process involving numerous calls or messages to hub managers, who then had to contact drivers for information. This often resulted in chaotic communication.

Exactly the service we want to provide."
"With Simacan, our organisation has real-time insight into delivery statuses at a glance. Whether a delivery is too early or late—always subject to weather and traffic—we can see this and proactively inform customers with just one click."

Team Lead Customer Support, bloomon

Attention to detail and a gradual transition

The implementation of the new system was carried out with close cooperation and attention to detail. From the outset, it was clear that success depended on smooth acceptance by drivers, requiring an app compatible with both Android and iOS that integrated seamlessly with existing navigation software. This was achieved in collaboration with App2Track, resulting in a smooth rollout.

The transition to the new process was carefully planned, introducing two partners per week, supported throughout the changeover. Bloomon and Simacan worked closely to provide clear instructions and resolve any issues on-site. This attention to detail and personalised support ensured successful system adoption.

Over half of late deliveries resolved with Simacan

The data available through Simacan plays a crucial role in improving planning quality. Previously, bloomon knew a percentage of deliveries were either too late or too early. With Simacan, half of the out-of-time deliveries have been resolved, resulting in cost savings and, more importantly, increased customer satisfaction.

"We need fewer customer service agents."
"We've gone from 25 agents to just 12, while maintaining availability across all channels: email, SMS, chat, WhatsApp, and Facebook."

Team Lead Customer Support, bloomon

Tracking orders with track & trace

Bloomon aims to deliver an exceptional customer experience with organised and customer-friendly deliveries. This is facilitated by Simacan’s track & trace portal, which allows customers to monitor their orders and make changes, such as requesting delivery to a neighbour. Drivers also report positive experiences, with less disruption during their routes. This solution significantly improves communication and interaction with bloomon customers, creating shorter response times and a more efficient approach.

Track & trace portal offers bloomon:

A top notch bloomon experience;
Full control over customer communication;
Opportunities for cross-selling: from one-off gift purchases to long-term bouquet subscriptions;
Fewer failed deliveries;
Reduced customer service contacts, such as “When will my bouquet be delivered?”;
Streamlined and automated processes.

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