Webloyalty launches in UK with Interflora deal

LONDON - Webloyalty, a US-based provider of online marketing services, has made its first foray into Europe and has signed a deal with UK florist network Interflora.

The firm will support the flower retailer and other clients from its newly opened London office. The agreement with Interflora means that customers who shop with Interflora online will have an option to subscribe to Webloyalty's Shopper Discounts and Rewards scheme, which gives cash-back discounts of up to 40% on online purchases.

Web shoppers can get money off with brands including Marks & Spencer, John Lewis, Asda, Tesco and PC World. Consumers who join the Webloyalty scheme will also receive a £10 cash-back voucher off their next purchase with Interflora.co.uk.

Michael Barringer, Interflora UK's marketing director, said: "Webloyalty has found a compelling model, giving regular online shoppers a new and great value way to earn online cash rebates and provides e-tailers with a very welcome source of new revenue."

According to research conducted by Verdict Research, online retailers have the potential to build revenues by a further £130m per year, by introducing a post-transactional revenue model such as Webloyalty.

Neil Saunders, Verdict's consulting director, said: "The retailers who offer [Webloyalty's] programme benefit by tapping into a lucrative stream of incremental revenue. Because Webloyalty benefits all parties, we believe programmes of its nature will grow significantly over the next few years."

Webloyalty in Europe is headed up by Martin Child, managing director, who said: "With Webloyalty's UK launch, we're bringing something genuinely new and valuable to the online high street."

Interflora is owned by FTD Group, which specialises in flower and gift delivery.