(A) Given the scenario, identify an appropriate mobile strategy for Interflora. Provide 4 reasons for your answer.

4 Interflora is a flower and bouquet wholesaler with an international delivery network for customers to order flowers on the go. Interflora can also provide a same day delivery for that special occasion you remembered too late, or an urgent delivery to the hospital for someone you care about. To make their processes more efficient, Interflora introduced an online ordering service a few years ago. They also added a personalised feature called myinterflora to their site. A result of this was a significant increase in sales volumes. However, they also had number of problems, especially with their mobile site and its users. Summarised below are Interflora's problems and requirements: Problems: 1. Customer complaints about the usability of their current mobile site 2. Increased operating and maintenance costs Business goals: 1. Make the latest deals and seasonal specials (e.g. Mother's Day) more visible to customers. 2. Enhance experience for members of myinterflora (repeat and loyal customers) 3. Increase online sales Existing knowledge: 1. High traffic to their mobile site via Android and iPhone 2. Content on the mobile site allows online ordering for new and existing customers, shows specials, shows location where the order is being placed and charged (in the appropriate currency). 3. The current site requires detailed information for every order Considerations: 1. CEO wants to keep up the sales numbers. 2. Business wants improved customer experience. 3. Budget is not an issue